{"id":2608,"date":"2012-11-28T15:36:21","date_gmt":"2012-11-28T14:36:21","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=2608"},"modified":"2020-01-02T11:00:46","modified_gmt":"2020-01-02T10:00:46","slug":"un-nouveau-conquerant-sur-le-marche-de-lassurance-iard","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/11\/un-nouveau-conquerant-sur-le-marche-de-lassurance-iard\/","title":{"rendered":"Un nouveau conqu\u00e9rant sur le march\u00e9 de l\u2019assurance IARD"},"content":{"rendered":"

Dans un march\u00e9 d\u2019assurances IARD(1)<\/sup> compl\u00e9tement satur\u00e9, un nouvel entrant se fait rapidement une place, ce qui devrait faire r\u00e9agir les acteurs d\u00e9j\u00e0 pr\u00e9sents.<\/em><\/p>\n

La distribution des produits d\u2019assurances IARD : la mont\u00e9e en puissance des Bancassureurs<\/h2>\n

Depuis 20 ans, on constate des \u00e9volutions\"\"<\/a> notables dans la distribution des produits d\u2019assurances IARD. Si la part des courtiers appara\u00eet stable \u00e0 presque 20% du march\u00e9, celle des agents a perdu plus de 10 points pour s\u2019aligner sur celle des soci\u00e9t\u00e9s sans interm\u00e9diaires. La principale explication\u00a0? La place de plus en plus importante prise par les banques, avec une part de march\u00e9 pass\u00e9e de 0 en 1990 \u00e0 11% en 2011, la notion de \u00ab\u00a0Bancassurance\u00a0\u00bb \u00e9tant apparue dans les ann\u00e9es 2000.<\/p>\n

Les raisons cette r\u00e9ussite sont multiples\u00a0:<\/p>\n

La confiance<\/strong>\u00a0: apr\u00e8s avoir conquis plus de 60% de part de march\u00e9 dans la vente de produits Vie, les banques ont acquis leur l\u00e9gitimit\u00e9 dans la commercialisation de produits d\u2019assurances IARD.<\/p>\n

La connaissance<\/strong>\u00a0: la fr\u00e9quence des contacts entre le banquier et son client favorise les \u00e9changes commerciaux et leur pertinence\u00a0: alors que le client sollicite par exemple un pr\u00eat immobilier, celui-ci pourra \u00eatre coupl\u00e9 \u00e0 un nouveau contrat MRH(2)<\/sup>, ou \u00e0 une demande de pr\u00eat pour l\u2019achat d\u2019une nouvelle automobile, il y aura l\u2019occasion d\u2019un nouveau contrat Auto.<\/p>\n

La pr\u00e9sence<\/strong><\/em>\u00a0: fort de pr\u00e8s de 22 000 agences bancaires, les clients n\u2019ont \u00e0 ce jour aucune difficult\u00e9 pour avoir un contact avec leur banquier.<\/em><\/p>\n

\u00a0Un nouveau conqu\u00e9rant aux multiples atouts<\/h2>\n

Dans ce contexte, depuis 1968, La Poste est un acteur incontournable du march\u00e9 de l\u2019assurance Vie en \u00e9tant un des principaux distributeurs des produits de la CNP(3)<\/sup>. R\u00e9pondant au besoin de se diversifier au regard de son activit\u00e9 traditionnelle, La Poste s\u2019est de plus en plus tourn\u00e9e vers les services financiers en cr\u00e9ant La Banque Postale en 2006, puis La Banque Postale Assurances IARD en 2010, en partenariat avec Groupama(4)<\/sup> pour le Dommage et la Mutuelle G\u00e9n\u00e9rale(5)<\/sup> pour la Sant\u00e9, permettant ainsi une croissance significative de son chiffre d\u2019affaires li\u00e9 \u00e0 cette activit\u00e9 entre 2006 et 2011.<\/p>\n

Encore plus que n\u2019importe quel autre Bancassureur, La Banque Postale Assurances IARD pr\u00e9sente de forts atouts\u00a0:<\/p>\n

Son exp\u00e9rience<\/strong>\u00a0: principal distributeur de la CNP, La Banque Postale sait concevoir des produits simples et accessibles pour tous ses clients, sans segmentation particuli\u00e8re.<\/p>\n

Son atout confiance<\/strong>\u00a0: depuis toujours, La Poste b\u00e9n\u00e9ficie d\u2019un capital confiance tr\u00e8s fort aupr\u00e8s des fran\u00e7ais, la proximit\u00e9 de ses agents avec le public lui ayant permis de cr\u00e9er ce sentiment de s\u00e9curit\u00e9.<\/p>\n

Sa\u00a0 proximit\u00e9<\/strong>\u00a0: \u00e0 comparer aux 22 000 agences de tous les r\u00e9seaux bancaires confondus, La Banque Postale dispose \u00e0 elle seule de 12\u00a0000 bureaux (sur les 19\u00a0000 guichets de La Poste) en mesure de proposer toute sa gamme de produits.<\/p>\n

La Banque Postale Assurances IARD\u00a0: d\u00e9j\u00e0 une r\u00e9ussite\u00a0?<\/h2>\n

D\u2019apr\u00e8s le journal \u00ab\u00a0Les \u00c9chos\u00a0\u00bb, apr\u00e8s un an d\u2019activit\u00e9, La Banque Postale Assurances IARD avait d\u00e9j\u00e0 enregistr\u00e9 plus de 200\u00a0000 contrats en 2011. Et, selon l\u2019Argus de l\u2019Assurance, alors que son activit\u00e9 Vie est en baisse de 4% (\u00e0 comparer au recul proche de 15% de l\u2019ensemble du march\u00e9 national), son chiffre d\u2019affaires a progress\u00e9 de 14% au cours de l\u2019ann\u00e9e 2011.<\/p>\n

Toujours selon la m\u00eame source, l\u2019objectif de La Banque Postale est d\u2019atteindre une part de march\u00e9 de 5% d\u2019ici 2020, alors qu\u2019aucun autre Bancassureur n’est \u00e0 ce jour parvenu \u00e0 atteindre ce poids.<\/p>\n

Ses principales ressources sont\u00a0:<\/p>\n

Sa cible<\/strong>\u00a0: un vivier de 11 millions de client \u00e0 La Banque Postale (seuls 10% de ces contrats concernent de nouveaux prospects).<\/p>\n

La simplicit\u00e9 de son offre<\/strong>\u00a0: des produits sans multiples formules r\u00e9gis par des conditions contractuelles lisibles et compr\u00e9hensibles par tous.<\/p>\n

Une offre compl\u00e8te<\/strong>\u00a0: MRH (propos\u00e9e syst\u00e9matiquement avec les Cr\u00e9dits Immobiliers, et repr\u00e9sentant plus de 50% de son activit\u00e9, ce qui est une tendance chez les Bancassureurs), Auto, Protection Juridique, Chien\/Chat, Sant\u00e9 \u2013 \u00c0 venir\u00a0: Assurance Scolaire et Assurance Deux-Roues.<\/p>\n

Un v\u00e9ritable mix-canal<\/strong>\u00a0: entre le web, le t\u00e9l\u00e9phone et le guichet.<\/p>\n

Sa force de vente<\/strong>\u00a0: il y a un an, le journal \u00ab\u00a0Les \u00c9chos\u00a0\u00bb mentionnait que les 10\u00a0000 conseillers de la Banque Postale sont aptes \u00e0 commercialiser l’offre et assurent 40% du flux des affaires nouvelles, \u00e0 ajouter au flux t\u00e9l\u00e9phonique (32%), des centres financiers (20%) et Internet (8%, qui concerne surtout les nouveaux prospects).<\/p>\n

Une redistribution du classement des Bancassureurs\u00a0?<\/h2>\n

D\u2019apr\u00e8s l\u2019Argus de l\u2019Assurance, en 2011, avec un chiffre d\u2019affaires de 21M\u20ac, La Banque Postale Assurances IARD se situait au 17\u00e8me<\/sup> rang des acteurs Bancassureurs du march\u00e9 fran\u00e7ais (chiffre d\u2019affaires auquel il faudrait ajouter les 9\u00a0900M\u20ac g\u00e9n\u00e9r\u00e9s par la partie Vie de La Banque Postale, 3\u00e8me<\/sup> de ce m\u00eame classement).<\/p>\n

Qu\u2019en sera-t-il dans les ann\u00e9es \u00e0 venir\u00a0? Il y a fort \u00e0 parier que le \u00ab\u00a0petit nouveau\u00a0\u00bb sur ce march\u00e9 se fera tr\u00e8s vite une place encore bien plus honorable\u00a0!<\/p>\n

(1) IARD\u00a0: Incendie, Accident, Risques Divers,\u00a0 qui regroupe les assurances de choses et de responsabilit\u00e9 et les assurances individuelles accident et les assurances de sant\u00e9 – \u00e0 opposer aux Assurances Vie qui regroupe toutes les assurances dont le risque est li\u00e9 \u00e0 la dur\u00e9e de vie de l\u2019assur\u00e9.<\/span><\/p>\n

(2) MRH\u00a0: Multi-Risques Habitations<\/span><\/p>\n

(3) CNP\u00a0Assurances\u00a0: Caisse Nationale de Pr\u00e9voyance, deuxi\u00e8me assureur fran\u00e7ais avec 30 Mrd\u20ac de de cotisation (source\u00a0: rapport FFSA 2011)<\/span><\/p>\n

(4) Groupama\u00a0: Cinqui\u00e8me assureur fran\u00e7ais avec 17.2 Mrd\u20ac de cotisation (source\u00a0: rapport FFSA 2011)<\/span><\/p>\n

(5) Mutuelle G\u00e9n\u00e9rale\u00a0: 840 Mio\u20ac de cotisation (source Argus de l\u2019Assurance)<\/span><\/p>\n

Sources\u00a0: ACP, AGEFI, Argus de l\u2019Assurance, Les \u00c9chos, News-Assurances (Entretien avec la DG de la Banque Postale Assurances IARD par Stephane ARBUS, pr\u00e9sident de EVEHO conseil)<\/span><\/p>\n

<\/p>\n

Retrouvez tous nos articles sur le secteur de l\u2019assurance sur\u00a0Insurance speaker<\/a>, le blog assurance des consultants Solucom<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans un march\u00e9 d\u2019assurances IARD(1) compl\u00e9tement satur\u00e9, un nouvel entrant se fait rapidement une place, ce qui devrait faire r\u00e9agir les acteurs d\u00e9j\u00e0 pr\u00e9sents. La distribution des produits d\u2019assurances IARD : la mont\u00e9e en puissance des Bancassureurs Depuis 20 ans,…<\/p>\n","protected":false},"author":88,"featured_media":2613,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,32],"tags":[197,740,741,742,690,739],"coauthors":[917],"class_list":["post-2608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assurance","category-marketing-relation-client","tag-assurance-2","tag-bancassurance","tag-banque-postale","tag-concurrence","tag-distribution","tag-iard"],"acf":[],"yoast_head":"\nUn nouveau conqu\u00e9rant sur le march\u00e9 de l\u2019assurance IARD - RiskInsight<\/title>\n<meta name=\"description\" content=\"Dans un march\u00e9 d\u2019assurances IARD compl\u00e9tement satur\u00e9, un nouvel entrant se fait rapidement une place, ce qui devrait faire 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