Bank-Insurance Success Redefined The macro-trends of bank-insurance look healthy. Bank-produced insurance premiums have grown 18 percent annually since 1996 and participation levels continue to rise.

Beneath the surface, however, the health of the industry is more difficult to diagnose. Financial institutions entered the insurance distribution business through trial and error. They experimented, learning the business and its potential applications. Curiosity grew. Would these banks lose heart and quit, or would they persevere long enough to succeed? Was bank-insurance more novelty or conviction?

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