МОДЕЛІ ВЗАЄМОДІЇ БАНКІВ І СТРАХОВИХ КОМПАНІЙ
Today, the consumer of financial services becomes more demanding and tends to individualization approaches in its operation and the selection of financial products. The reaction of producers and sellers of financial products is a combination of customer and market requirements through the convergence of various industries. The desire of insurance companies and banking institutions to enhance cooperation and outreach to potential client base is no exception. The aim of the article is to study the specifics of the banking and insurance model in Europe, the USA and Ukraine, the allocation of its models and shapes, and the formulation of the main requirements for the implementation of joint banking and insurance products. Varieties and forms of interaction between banks and insurance companies are identified. Signs of interaction between banks and insurance companies are: 1) two-sided nature, since the interaction acts both as a process and as a state; 2) the dynamic nature of the process, which is evidence of the existence of its evolutionary development; 3) integration as a perfect form of interaction. Features of development of the bancassurance model in Europe, the USA and Ukraine are investigated. Basic requirements for the implementation of joint banking and insurance products are formulated. They are: apprehensibility and availability; transparency in terms of making insurance payments; simplicity and ease of underwriting; minimal additional description for the client and the front-office employees of the bank. The four main forms of interaction and cooperation between banks and insurance companies are allocated. They are: agency relations, equity investments, customer relationships and integration. It is proven that the banking and insurance model of the economic agents is beneficial to both parties and is determined by market conditions, which, in turn, determines the structure of such a model. In modern conditions the interaction of banks and insurance companies is rapidly expanding. Accordingly it is possible to predict the extension of this trend in the short and medium term.