Perspektywy rozwoju tradycyjnych i nowatorskich form sprzedaży ubezpieczeń w Polsce – cz. II
Prospects of development of traditional and innovative forms of insurance sales in Poland – part II

Summary/Abstract: Observing the behavior of insurers on the Polish market in terms of distribution strategy lets us notice that insurance companies try to diversify sales channels by reducing the role of the lead channel. On the one hand, traditional insurance companies such as Allianz, 514 Ilona Tomaszewska Axa and PZU see the need to reach the customer also through modern media i.e. telephone and the Internet. On the other hand, typical direct insurers such as Link4, BRE and Liberty Direct want to diversify insurance products sales network through the use of traditional channels, mainly insurance agents. The analysis of the distribution channels on the Polish market can conclude that the structure of the premium collection by the individual channels will not change in the near future. There is no doubt that the traditional distribution channels will lose its importance but still remain the main providers of premium.

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