Plan de marketing estratégico para los productos de bancaseguros en la provincia de Pichincha

Abstract

Abstract: This research studies the marketing strategies used for bancassurance products in the province of Pichincha, with the objective of identifying the main barriers to acquisition and increasing the adoption of these products. Through surveys conducted with insurance holders and interviews with industry experts, the primary barriers to acquisition were identified as a lack of financial education and distrust towards insurance companies. The results also showed that personalization and segmentation in digital marketing strategies can significantly improve insurance acquisition. Therefore, a digital marketing plan is proposed to increase the adoption of bancassurance products.