Les produits d’assurance sous marque blanche

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09/01/2013Study
Malgré un contexte difficile, le phénomène « marque blanche » dans l’assurance se joue de la crise. C’est ce qu’illustre notamment le lancement en 2012 de Tati Assurances sur le segment des dommages et de la prévoyance aux particuliers par l’américain Metlife ou celui d’Advize sur le créneau de l’assurance vie en ligne sur la base d’une offre élaborée par Generali. De plus en plus d’opérateurs venus d’horizons divers commercialisent sous leur propre marque des produits d’assurance élaborés par d’autres. Parmi ceux-ci, citons les constructeurs automobiles, la grande distribution alimentaire, la distribution spécialisée, les fournisseurs d’énergie, les opérateurs télécoms,… jusqu’aux banques et assureurs. But de la manœuvre : enrichir son offre, fidéliser et augmenter le panier moyen de sa clientèle pour in fine améliorer ses marges.

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