2026 Bancassurance Summit Held with MetLife Türkiye as Gold Sponsor

The 2026 Turkey Bancassurance Summit, held under MetLife Turkey's Gold Sponsorship, brought together leading representatives of the sector. Conducted under the theme "Reach4 Period – Smart Growth Strategy", the summit addressed the future of the banking and insurance ecosystem, digital transformation and sustainable growth models.

The event, which holds the distinction of being Turkey's first and only Bancassurance Summit bringing together the banking and insurance sectors, comprehensively evaluated the new period in which transformation in financial services is accelerating.

Embedded insurance took centre stage
The "Embedded Insurance in Banks and Financial Institutions" panel organised within the summit's scope ranked among the event's most noteworthy sessions.

At the panel moderated by Aydın Çağlan, Director of Bank Insurance, Corporate Solutions and Business Development at MetLife Turkey, the impact of insurance solutions integrated into digital platforms and banking products on customer experience was assessed.

Çağlan emphasised that MetLife Turkey continues to contribute to sectoral development and strengthen the ecosystem through its experience in the bancassurance field.

Digitalisation and data-driven approach came to the fore
Speaking at the panel, Ezgi Gündüz, Manager of Life Insurance and Private Pension System Product Management at DenizBank, noted that embedded insurance ranks among the bank's strategic priorities. Gündüz stated that they provide a more comprehensive customer experience with insurance solutions integrated into products such as credit cards, overdraft accounts and deposits.

Emphasising that data analysis plays a critical role in understanding customer needs, Gündüz drew attention to the importance of simplicity and customer focus in product design.

Ebru Barhana, Head of Insurance Product Management at Burgan Bank, stated that they continue to grow with a focus on digitalisation, saying that the right product, correct positioning and strong business partnerships are critical in embedded insurance solutions.

Elifcan Çataloluk, Insurance Leader at Trendyol Group, noted that customer experience is addressed end-to-end, particularly with claims experience being continuously analysed and improved.

Embedded insurance: the new growth frontier in the sector
The common view that emerged at the panel was that embedded insurance will be one of the most critical growth areas of the bancassurance ecosystem in the coming period. It was emphasised that digitalisation, data usage and integrated financial solutions will accelerate the sector's transformation.

About MetLife
MetLife, Inc. (NYSE: MET), through its subsidiaries and affiliates, is one of the world's leading financial services companies providing insurance products, annuities, employee benefits and asset management services to individual and institutional customers.

Founded in 1868, MetLife operates in more than 40 markets and holds a strong market position in the United States, Asia, Latin America, Europe and the Middle East.