A swot analysis of algerian bancassurance strategy

الملخص EN

The development of financial markets and the increasing importance of financial institutions (insurance companies and banks) in the economic and financial environment led to the diversification of financial services and products.

Thus, banks also have access to insurance markets.

Bancassurance has been one of the most important changes and strategies in the financial services sector over the past few years.

The banking services sector requires a specific approach to the establishment of the portfolio of products and services that will be offered by the bank in order to adapt to the needs of the clients.

Present research, demonstrates that the behavior of customers is changing from traditional to digital, so, banks needs to adapt their products to trends and dynamics that characterizes the global insurance industry.