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Banks and Insurance Companies Needing to Adopt a Proactive Approach to Marketing: The Evolution of Bancassurance Toward Omnichannel, Embedded, and Personalized Distribution: Evidence from Kenya and Global Markets

Year: 2026
Type: article
Study design: Systematic Review
Abstract: Purpose: This paper examines the evolution of bancassurance from traditional branch-based cross-selling towards proactive, omnichannel, embedded, and personalized insurance distribution, with particular emphasis on Kenya and comparative evidence from global and Sub-Saharan African markets. Methodology: Drawing on the Technology Acceptance Model and Relationship Marketing Theory, the study adopts a PRISMA-inspired systematic scoping review of academic, regulatory, and industry literature published mainly between 2019 and 2026. Evidence was synthesized thematically across global, regional, and Kenyan sources to identify patterns in distribution transformation, customer journeys, personalization, embedded insurance, and regulatory implications. Findings: The findings show that bancassurance growth in Kenya coexists with persistently low insurance penetration, indicating substantial untapped potential. Digital banking infrastructure creates opportunities for needs-based, data-driven distribution, yet success depends on seamless channel integration, product redesign for banking journeys, underwriting automation, responsible data governance, and end-to-end customer experience. Unique Contribution to Theory, Practice and Policy: The advances a proactive marketing perspective that positions bancassurance as a continuous customer-engagement ecosystem rather than a static distribution channel. It offers practical guidance for banks and insurers on omnichannel and embedded models, and informs policy on digital disclosure, data protection, and collaborative industry standards.
DOI: 10.47672/ijms.3016
Author: Ben Kajwang
Open Access status: hybrid
OpenAlex ID: W7222793391
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