Page 18 - Turkinsurance Digital Magazine

18 interview

el built on a simplified product portfolio, accurate tegral part of the customer lifecycle, covering the
pricing, and end-to-end digital integration. Togeth- needs that arise at different stages of our custom-
er with Akbank, we focused on customer experience, ers’ lives. For this reason, hyper-personalization
renewal, and loyalty processes, and positioned Ak- and modular product structures lie at the core of
sigorta and AgeSA field teams to work in a more our product development approach.
integrated manner. We approached bancassurance
not as an additional channel, but as a scalable and Thanks to modular product architectures, our cus-
sustainable area of growth. tomers can access flexible solutions that allow them
to shape their coverage according to their own needs
While digitalization creates opportunities and adapt to their lifestyles and risk profiles. In this
within the agency ecosystem, it also brings way, insurance evolves from a structure composed
along discussions about roles. In your view, of fixed packages into a dynamic protection that
how will the definition of a “strong agent” aligns with the customer’s life. We support this flex-
evolve in the coming period? ibility with our strong data and analytics infrastruc-
ture. Through advanced analytical models, we deep-
ly analyze customer behaviors and expectations, and
In the coming period, a strong agent will represent transform these insights into personalized products
a structure that deeply understands its customers, and offers. From pricing to coverage design, from
can interpret data, and integrates digital tools as a campaign development to channel-based product
natural part of daily workflows. Strong agents will sets, we make data-driven decisions at every stage.
Through digital not limit their relationship with customers to the
platforms, point of sale; they will engage throughout the en- We no longer consider products merely as policies;
tire lifecycle, anticipate needs, and deliver the right we approach them from a service and ecosystem
automation, solutions at the right time. As operational workload perspective. By moving insurance beyond a struc-
and self-service decreases thanks to the speed and automation ena- ture that only comes into play when a risk materi-
bled by digitalization, the agent’s role in advisory, alizes, we enrich it with assistance services, digital
solutions, relationship management, and trust-building will solutions, and collaborations, transforming it into a
we simplify become even stronger. continuous value proposition that makes customers’
lives easier. In this way, insurance gains a more vis-
processes and Another factor that will define the concept of a ible, meaningful, and lasting place in the customer’s

ensure speed, strong agent in the coming period will be the abil- life.
ity to make data-driven decisions. Agents who
transparency, can interpret analytical insights and integrate the In the bancassurance channel, aligning in-
and consistency opportunities offered by digital systems into sales surance products with customer expecta-
and portfolio management will both build deeper tions has become more critical than ever.
across relationships with their customers and achieve sus- What kind of redesign process are you car-
touchpoints. tainable profitability. In other words, rather than rying out on the product and experience
volume, portfolio quality, customer retention, and
depth of relationship will come to the forefront. side in this channel?

As Aksigorta, in this transformation process where In this area, our focus is to position insurance not
the concept of a strong agent is at the core, we aim as a product separate from the banking journey,
to be a business partner that facilitates our agents’ but as a value proposition that naturally integrates
work, supports their decision-making processes with with customers’ existing needs. In this direction, we
data-driven insights, and integrates digital solutions position bancassurance as a scalable growth area
into their daily operations as a natural component. supported by product diversity, a strong digital in-
In line with this approach—which goes beyond sales frastructure, and automation-enabled workflows.
and enables the establishment of long-term, sustain- By offering insurance products such as TSS, screen
able relationships with customers—we continue to protection, and premium home insurance through
develop, together with our agents, the infrastructure Akbank Mobile, we both facilitate access and in-
and capabilities that will strengthen their role in crease cross-selling potential.
advisory, relationship management, and trust-build-
ing. Our close collaboration with Akbank forms the cor-
nerstone of this structure. We address customer ex-
On the product strategy side, adapting to perience, loyalty, and renewal processes together,
changing customer needs now requires creating a more integrated and seamless structure
speed and flexibility. As of 2025, which ar- from pre-sales to post-sales. By offering integrat-
eas do you think Aksigorta’s product devel- ed insurance solutions to Akbank’s approximately
opment approach has clearly differentiated 15 million customers through the bank’s digital
strength, we aim to become the first preferred desti-
itself in?
nation in insurance.
As Aksigorta, we consider our products as an in- We support this growth not only through channel