Bankocentric character of the financial market in Serbia reflects the dominant participation of banks in financial market activities, including those that traditionally do not form the basis of banking operations. The transition from traditional to universal banking operations is the result of intense competition in the banking market that took place in the Republic of Serbia at the beginning of the 21st century, and this change has also influenced the operations of insurance companies and the emerging trends in the insurance market. Bancassurance represents a model of selling insurance products through a distributive sales network of banks, which offers various benefits for both banks and insurance companies as partners. The paper presents modalities of bancassurance, trends in the development of bancassurance and analysis of the financial results of the bancassurance activities in Serbia.

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