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  来源:燕梳师院

  政策松绑背后的行业巨变:从“一对三”到“一对多”的利弊之争

  2024年5月,国家金融监管总局发布《关于商业银行代理保险业务有关事项的通知》,正式取消银保渠道施行近14年的“一对三”限制,允许单一银行网点与多家保险公司合作。这一政策被业内视为推动银保业务转型、丰富消费者选择的重要举措。然而,政策落地后,银行与保险公司之间的利益博弈却暗流涌动,甚至催生出新的行业乱象。

  01

  政策初衷与行业期待

  打破垄断,促进竞争

  此前“一对三”限制下,银行网点合作险企有限,中小保险公司难以入场,大型险企和银行系险企占据绝对优势。放开限制后,理论上可降低准入门槛,推动产品多元化。

  提升消费者权益

  更多产品选择有助于满足客户多样化需求,例如养老、健康保障等差异化服务。

  缓解银行中收压力

  在净息差收窄的背景下,代理保险收入成为银行中间业务的重要支撑。放开合作限制可扩大银行收入来源。

  现实困境

  政策红利下的“暗箱操作”

  尽管政策初衷积极,但部分银行利用渠道优势,向保险公司索要“隐性费用”的潜规则逐渐浮出水面。据业内人士透露,部分银行以“培训费”“系统维护费”“客户活动经费”等名义,要求合作保险公司缴纳每年10万至数十万元不等的“入场费”。若未支付,产品可能被边缘化甚至下架。

  02

  “入场费”潜规则

  中小险企的生存困局

  头部险企的强势与中小险企的无奈

  大型险企的“硬气”

  头部保险公司凭借品牌影响力和市场份额,往往拒绝支付额外费用,甚至通过投诉施压银行。某国有银行分行负责人表示:“部分头部公司直接向监管举报银行索贿,导致合作终止。”

  中小险企的妥协

  缺乏议价能力的中小险企被迫接受潜规则。一家地方性寿险公司高管坦言:“若不交钱,产品连银行柜台的宣传页都进不去。我们只能从有限利润中挤出费用,甚至牺牲产品竞争力。”

  费用转嫁与恶性循环

  成本压力加剧

  中小险企需承担高额“入场费”,叠加“报行合一”政策下佣金率下降30%的限制,进一步压缩利润空间。

  产品同质化加剧

  为摊薄成本,部分险企选择销售低价值、短期的趸交产品,导致银保渠道重回“规模至上”的老路,背离政策推动保障型产品的初衷。

  03

  监管难题与行业反思

  如何平衡开放与合规?

  现有监管措施的局限性

  “报行合一”的漏洞

  尽管政策要求佣金率透明化,但银行通过“非佣金类费用”变相收费,规避监管约束。

  -举证困难:隐性费用多以现金或第三方合同形式支付,监管部门难以追踪。某地方银保监局人士表示:“除非内部举报,否则很难发现。”

  行业呼吁:建立长效机制

  1.强化费用透明度:要求银行与险企的合作协议中明确列示所有费用类别及用途,禁止“账外账”。

  2.完善举报与惩戒机制:对索要隐性费用的银行实施重罚,并纳入高管绩效考核。

  3.推动差异化竞争:鼓励中小险企聚焦细分市场,例如区域化健康险、定制化养老产品,减少对银保渠道的依赖。

  04

  未来展望

  银保合作的“双向奔赴”

  还是“零和博弈”?

  银行的角色重构

   从“渠道商”到“服务商”:银行需转变思维,通过深度合作(如联合开发产品、数据共享)提升客户粘性,而非依赖短期费用。

  风险警示

  若放任潜规则蔓延,银行可能面临声誉风险和法律诉讼。例如,2024年5月,招商银行、中国银行等因代理保险销售违规被罚,暴露出合规短板。

  险企的突围路径

  科技赋能:利用大数据精准匹配客户需求,降低对传统渠道的依赖。

  价值转型:聚焦长期期交、保障型产品,提升银保业务的价值贡献率。

  05

  结语:银保渠道的“光明”与“阴影”

  银保“一对多”放开的本质是推动市场良性竞争,但其落地效果取决于监管力度与行业自律。若放任“入场费”等潜规则蔓延,政策红利恐将沦为少数机构的“敛财工具”。唯有打破利益藩篱、回归客户价值,才能真正实现银保合作的“双向奔赴”。

  本文综合自国家金融监管总局文件、行业交流数据及多位匿名从业者访谈,部分案例援引裁判文书网公开信息

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