RSM – HDFC COP – Ahmedabad – ABSLI Full Time

To lead bancassurance partner relationship for the Non-Branch Banking space and achieve business objectives through cost efficiencies, meeting revenue targets and enhancing profitability. To strategize and direct efforts into Business development and Team Engagement thereby widening and strengthening the partnership contributing to overall business growth.

Job Context

Job Context & Major Challenges:

Bancassurance is the insurance distribution model wherein the bank allows an insurance company to sell its products to the banks client base. ABSLI tied up with HDFC Bank in Apr 2017 to sell its insurance products through the Non-Branch Banking / Alternate Channels of Banking. With the advent of technology, banking has become omnipresent and omnichannel today. Banks today are focusing on building alternate channels to fulfil customers transactions, sell products and acquire new customers, rather than solely being dependant on the branch network, which leads to high real estate and licensing costs. The customer base is bifurcated into various verticals based on the customer profile: 1)Private Banking Group 2)Non-Residents of India 3) VRM 4) COP 5) Prime sales operations therefore spans across HNI and Super HNI customers to Retail Banking via alternate Channel of the Bank Partner. Open Architecture model empowers the customers now to select their Life insurance plans from more than one insurer as per their choice at competitive prices. It also lowers chances of Mis selling, with the intervention of multiple regulators like Reserve Bank of India (RBI) and Insurance Regulatory and Development Authority of India (IRDAI).

Major Challenges

• Mindshare: In addition to ABSLI products, HDFC bank sells insurance of 2 other Life Insurance Companies- TATA AIA and HDFC Life. The bank sales force was accustomed to sell HDFC Life Products for 17 years, hence changing their mindset is a mammoth task. Similarly, TATA AIA come with equally strong brand recall and are aggressive to garner a higher market share. Bank will have targets for multiple financial products, hence the companies participating under open architecture, will have to compete to get a larger share of the LI pie that is available with the bank.
• Product Mix: Banks largely focuses on selling of ULIP products; however, a good mix of Participatory and Non-Participatory products is only profitable to our company. Hence, influencing bank partner and on ground SP (Specified person) of the bank to sell our NonPar products including Term Insurance is challenging
• Adoption: Bancassurance with a third party entails adoption of the Bank processes, technology and product demands. This lays a high pressure on our Sales work force in meeting the third-party requirements by navigating through internal systems and processes. Thus, there is a constant threat from the competition to deliver the same before and better than us. Also, Life insurance is just one of the products from the multiple other product ranges that Bank targets to sell during a financial Year.
• Leakage: It is gap between policies logged and policies issued. Higher Leakages result into productivity loss and imply more costs. Therefore, key is to source right customers and ensure proper documentation to minimize leakages.
• Geography: While the widespread bank branches PAN India, provide greater geographical reach through banks established network and infrastructure at a relatively lower cost, it also requires a huge Workforce s presence on a regular basis to these branches, placed in Metro, Major cities, upcountry and rural branches. Resources available are always limited in order to control the fixed costs, hence widespread distribution remains a challenge.
• Low penetration in Indian market: Insurance penetration continues to be lowest in India. The government of India has taken numerous steps to increase the penetration by launching various schemes. Indians have realised the importance of purchasing life insurance plans and hence people are now investing in the same. However, there is still a long journey to convert this Push product into a Pull Product.
• IT and Operational Challenges: HDFC Bank mandates use of digital apps and no paperwork in logging in and issuance of policy.