Bankassurance as a Factor in the Transformation of Financial Intermediation in the Context of Digitalization

Анотація

The aim of the article is to study bankassurance as a form of transformation of financial intermediation in the context of the digitalization of Ukraine’s financial sector, as well as to systematize its theoretical foundations and models, identify key development trends, and substantiate the prospects for deepening bank-insurance integration. The research employs methods of analysis, synthesis, and generalization of scientific approaches, as well as elements of SWOT and TOWS analysis. The generalization of scientific sources allowed revealing the evolution of bankassurance from a distribution model to strategic partnerships of financial groups and platform ecosystems, within which client bases, information resources, and data-driven technologies are integrated. Based on the generalization of European experience, it was found that bankassurance demonstrates efficiency in low-income environments and adaptability to digitalization, particularly through the implementation of embedded insurance, cross-selling, and artificial intelligence. The analysis of the Ukrainian market has shown a limited level of bankassurance development and the dominance of the agency model, which is due to the low penetration of insurance products and uneven digital maturity among market participants. SWOT and TOWS analyses made it possible to identify key development opportunities (API integration, personalization, harmonization of the regulatory environment) and threats (wartime risks, limited purchasing power of the population). It is substantiated that the further development of bankassurance in Ukraine requires the scaling of digital products, deepening of API integration, and active implementation of embedded insurance. Prospects for further research are related to substantiating the impact of digital technologies on the efficiency of bankassurance. An important direction for further research is the consideration of the regulatory aspects of the functioning of digital financial ecosystems and ensuring the cybersecurity of market participants. Additional attention is needed for the analysis of the impact of clients’ behavioral factors on the efficiency of implementing integrated financial products.

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