Wpływ Rekomendacji U na pozycję małego i średniego przedsiębiorstwa na rynku bancassurance
Influence of the Recommendation U on the Position of Small and Medium Enterprises on the Bancassurance Market

Summary/Abstract: Purpose – The article aims to answer the research question about the ways in which the Recommendation U influenced the position of small and medium enterprises (SMEs) on the bancassurance market. Design/Methodology/approach – In this article, (based on a critical review of the literature, methods of induction and deduction practical experience with market insurance and banking) the author analyses roots of and factors which influenced the changes in the banking distribution channel, she di scusses the Recommendation U issued by the Financial Supervisory Committee (KNF), which includes 21 individual recommendations; and she also relates the discussion to the Guidelines for Insurance Companies which concern the sales of insurances. Findings – As a result of these analyses and references, the author assesses the impact of the Recommendation U on the current insurances brokerage market. Due to the strategic placement of SMEs, resulting from the structure of participation of this sector in the wider economical processes, this sector constitutes an important part of customers of the insurance companies. Originality/value – The author of the article describes the banking channel of distribution of insurances and introduces the agents active on this market. She discusses the bancassurance channel for the sales of insurances by small and medium enterprises; she describes the bancassurance market as a whole and compares the trends on this market in Poland with patterns observable on the global markets .This perspective allows to relate the Recommendation U with the SMEs sector, in the context of the Recommendation's effects on the broadly-defined insurance market.

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