authors
Shaymaa Dhafer Hashem and Suha Abdul Hasan Shaikhah Al-Lami

abstract
Ban assurance has been a rising trend in the financial services industry in recent years, where insurance companies bind themselves with banks and forge strategic alliances. This approach plays to the strengths of both worlds: banks bring their wide customer base and distribution channels, while insurance companies contribute their risk management expertise and a well-established product portfolio. With most of the customers preferring to buy the policy with the bank, bancassurance has emerged as an indispensable model for making insurance products accessible by reaching out to a larger audience that creates lucrative synergies for partners and end customers alike. The dynamics of such coalitions, their advantages and drawbacks, and their future possibilities are investigated in this paper.