There are four basic challenges facing the majority of bancassurers throughout the world today.

Culture - selling traditional life insurance products in a bank branch using traditional life insurance sales techniques has done little to change the consumer’s perceptions of life insurance. The security and trust offered by a bank has been a major step in creating consumer confidence in bancassurance but it is only half of the challenge. Bancassurance requires new products and sales processes to alter consumer’s perceptions.

Reducing distribution costs - the high costs of developing, maintaining, and compensating a skilled sales force have to be addressed and new marketing alternatives developed.

Complexity of products - the increasing alienation of the majority of banking customers who are intimidated by complex life insurance products, the way they are sold and the people who sell them.

Increasing sales - expand the market to reach middle and lower income families, improve the effectiveness of current sales opportunities, and exploit all marketing channels most notably E-commerce.


Deposit Continuation life insurance provides the following solutions and opportunities for increasing bancassurance sales:

It overcomes the cultural issue and the average consumer’s negative perceptions of life insurance by re-defining traditional life insurance coverage and relating it to the customer’s banking activity. Thus, a “banking service” funded by life insurance.

The simplified sales process and product design can eliminate the need for a high cost, experienced sales professional in the sales process. Deposit Continuation can be effectively sold by an easily trained (licensed if required) more junior banking representative.

The easy to understand product definition and options allow the customer to accurately select a coverage that meets their specific family needs.

It was developed specifically for the middle and lower income market, the majority of banking customers often referred to in life insurance circles as the “underserved market”. This market provides significant opportunity for expansion, new sales, expansion, increased revenues and greater profitability.