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Plan sequence - Distribution : rien (ou presque) ne bouge !

mercredi 18 mars 2020

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AGENT GÉNÉRAL, (DE) NOUVEAU "COOL"

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Depuis plusieurs exercices, les agents généraux d’assurance sont (re)devenus la priorité absolue de leurs mandantes. Effectifs, moyens, produits, tout est fait pour que ceux dont on prédisait la disparation face au direct, puissent continuer de faire tourner la distribution des compagnies à plein régime… comme il y a 10 ans !

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Par Florian Delambily et Thierry Gouby

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Depuis 2018, les agents généraux d’assurance du territoire sont de nouveau en odeur de sainteté avec leurs mandantes respectives, mis de côté quelques problèmes informatiques. Après des années difficiles au sein de certains réseaux et une baisse continue des effectifs, le métier se porte mieux, la population des AGA retrouvant des couleurs.

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« Le travail fait avec la compagnie permet de faire avancer tout le monde, ce qui n’a pas toujours été le cas, notamment avec les précédents dirigeants. Il a été question il y a 3 ans que les agents ne fassent plus de particulier : une période difficile pour le réseau », indiquait alors Cédrick Rougeron, agent général Aviva et président du Snaga (syndicat des agents généraux d’Aviva France).

Cette année-là, Allianz France et l’union professionnelle des agents généraux Mag3 ont par exemple signé une note d’orientation stratégique baptisée « Agence 2020 » dont l’objectif, était d’imaginer l’agence de demain et diversifier l’activité des agents. Résultat, le réseau des AGA a délivré en 2019 (comme en 2018) sa meilleure croissance de l’activité IARD depuis 10 ans.

Toujours en 2018, c’est l’ensemble du réseau européen des agents généraux d’Axa qu’est venu rencontrer pour la première fois à Marseille, le directeur général du groupe Thomas Buberl. Pour l’occasion ce dernier confirmait les agents dans la stratégie de développement de la compagnie avant de superviser la signature du Livre Blanc entre Axa France et Réussir, son syndicat d’agents généraux, visant à réaffirmer la place des agents au centre de la relation client et de la distribution.

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« Nous sommes ravis de constater que les agents généraux font de nouveau partie des priorités des compagnies et ce n’est pas le fruit du hasard. Les agents se sont modernisés, ils sont désormais mieux formés. Ils ont aujourd’hui un vrai rôle de proximité et font également vivre les territoires. Alors qu’on leur prédisait un avenir morose il y a quelques années, notamment face à la montée de la bancassurance et du digital, les agents ont fait preuve d’une extrême résilience et ils ont retrouvé le moral ! », explique Patrick Evrard, président d’Agéa, la fédération des syndicats d’agents généraux d’assurance.

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Vidéo : Jacques de Peretti cuisiné par News Assurances Pro et Accenture

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« Après l’emballement autour de la vente d’assurance directe, les mandantes ont atterri. Pour vendre un produit d’assurance, elles ont et auront toujours besoin d’une personne physique. Surtout, les compagnies ont fait leurs comptes et les agents généraux restent profitables » - Grégoire Dupont, directeur général d’Agéa.

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« Depuis 10 ans, nous avons travaillé à adapter notre distribution à la demande des clients, notamment en développant le canal direct. Aujourd’hui, nous avons la conviction que cette distribution directe ne va pas remplacer la distribution intermédiée » - Jacques de Peretti, PDG d’Axa France

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RECRUTEMENTS EN HAUSSE

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Et depuis quelques mois, les principales compagnies à réseaux continuent d’envoyer des signaux positifs à leurs agents, notamment en termes d’effectifs. Chez SwissLife France, la compagnie poursuit le recrutement d’agents debout A2P (Une soixantaine début 2020) tout comme Axa France, les agents A2P du réseau étant passés de 1.132 en 2018 à 1.226 début 2020. « Nous voulons poursuivre la bancarisation de nos clients. Axa France compte aujourd’hui 600.000 personnes bancarisées en portefeuille – dont 100.000 en direct – et pour accompagner ce mouvement, nous prévoyons de recruter et de former 200 agents bancaires supplémentaires en 2020 », indiquait récemment le patron d’Axa France lors d’une rencontre avec la presse.

En 2019, la compagnie a ainsi recruté 194 agents généraux et 205 agents A2P, soit 70 personnes en net (20 AGA et 50 A2P). Pour l’exercice en cours, l'assureur projette de recruter 200 agents généraux supplémentaires, 300 agents A2P, 350 agents mandataires et 450 salariés commerciaux.

« Cette bonne forme des agents généraux s’explique également parce qu’ils sont montés en compétence, et notamment sur l’assurance de personnes (santé / prévoyance) où ils étaient très peu présents il y a encore une dizaine d’années. Certains réseaux sont désormais très performants en ADP avec de belles réussites », lance Patrick Evrard.

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« Au global, la professionnalisation des agents, mais aussi celle de leurs collaborateurs, a permis de valoriser le métier et de démontrer la nécessité du devoir de conseil. De plus, la fibre entrepreneuriale et managériale des agents est beaucoup plus forte aujourd’hui et les compagnies l’ont bien compris.

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Pour les compagnies, le modèle de l’agent général reste le canal de distribution le plus fidèle et le moins coûteux. C’est aussi le plus pérenne dans le temps, il est exclusif et permet la globalisation des clients. Elles ont besoin de lui ! »

DÉFIS DIGITAUX

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Si la santé des agents s’est donc améliorée, tout n’est pas réglé, d’autant que le direct/digital fait désormais partie de l’équation. Chez Allianz France, sur les 600.000 affaires nouvelles auto/MRH enregistrées sur l’exercice 2019, 27.000 résultent de la stratégie multi-accès lancée par la compagnie en 2014 et étendue au marché des pros en 2019.

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« Le sujet des leads informatiques est aussi au cœur des enjeux du syndicat. Si pour l’heure nous n’avons pas de solution idéale, nous travaillons aujourd’hui en coordination avec MMA pour trouver un nouveau modèle digital performant », indiquait récemment Nicolas Bohême, agent général MMA et président adjoint du Sagamm (le syndicat des agents généraux MMA)

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« Désormais, nous travaillons à créer un agent augmenté, c’est-à-dire visible, disponible et doté des technologies qui lui permettent de traiter n’importe quelle demande, qu’elles soient digitales ou physiques à n’importe quel moment, indique de son côté le patron d’Axa France qui indique vouloir faire de ses agents des 'One Stop Shoppers' à la française », sur le marché des particuliers.

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« Désormais, nous travaillons à créer un agent augmenté, c’est-à-dire visible, disponible et doté des technologies qui lui permettent de traiter n’importe quelle demande, qu’elles soient digitales ou physiques à n’importe quel moment », indique de son côté le patron d’Axa France qui indique vouloir faire de ses agents des « ‘One Stop Shoppers’ à la française », sur le marché des particuliers.

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Quand l'assurance directe passe en mode courtage

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S'il y a bien un mode de distribution qui est en plein mouvement, c'est celui de l'assurance directe. Ces derniers mois, plusieurs entités sont passées du statut de porteur de risques à celui d'apporteur d'affaires ou de délégataire de service.

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Le début d'une nouvelle Avanssur

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Le premier à sauter le pas est Axa. Depuis le 30 août 2019, Avanssur, filiale du groupe Axa, plus connu du grand public sous le nom de Direct Assurance, est enregistré comme mandataire d'assurance auprès de l'Orias. Changement de stratégie pour l'assureur direct du groupe Axa que confirmera le Journal officiel quelques semaines plus tard, le 26 novembre.

Une décision de l’ACPR publiée au JO acte ainsi le transfert des portefeuilles de Direct Assurance vers Axa.

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L’ACPR approuve alors le transfert du portefeuille de contrats de la société Avanssur, à Axa France Vie, Axa France Iard et Axa Assurance Iard Mutuelle.

Dans la même décision le régulateur constate également la caducité des agréments d’Avanssur sur les différentes branches sur lesquelles la société intervenait (accidents, maladie, RCG, Assistance, Protection juridique….). Au total, ce sont un peu plus de 1 million de contrats qui sont transférés à Axa France.

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2 À 3% DE L’ACTIVITÉ DOMMAGES AUX BIENS EN FRANCE

Ce revirement n'est pas anodin. L’assurance directe en France peine en effet à décoller. « Elle ne représente que 2 à 3% de l’activité dommages aux biens réalisée dans l’Hexagone », pointe Nicolas Schwartzmann, directeur général d’Amaline. Face à ce constat et à « un horizon de rentabilité qui s’éloigne », Amaline a donc décidé de suivre les traces de Direct Assurance. La filiale de Groupama a stoppé ses activités d’assurance pour devenir courtier à compter du 31 décembre dernier.

En conséquence, les portefeuilles d’Amaguiz, marque portée par Amaline, vont être progressivement transférés aux différentes Caisses régionales de Groupama. Les contrats passeront eux sous bannière Groupama. « La marque Amaguiz est vouée à disparaître et tous les portefeuilles seront ventilés au sein des différentes caisses régionales. Le processus doit durer jusqu'à la fin de l'année 2020 », précise Thierry Martel, directeur général de Groupama.

L'avenir d'Amaline s'écrit en Orange

Le désormais futur courtier souhaite se réorienter sur les partenariats comme celui noué avec Diac Assurances pour le compte de Renault et de Dacia. « Nous travaillons déjà activement au lancement d’un grand partenariat national qui sera porté en marque blanche par Amaline en tant que courtier pour le compte de Groupama, annonce Nicolas Schwartzmann. Nous croyons beaucoup à l’assurance affinitaire ».

Ce pourrait bien être avec Orange. Groupama et Orange ont en effet créé Orange Bank, lancée le 2 novembre 2017. L'ambition était par la suite de profiter du maillage territorial de l'opérateur téléphonique pour commercialiser des contrats d'assurance.

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Côté social, un accord de mobilité a été signé avec les organisations sociales. Il prévoit une clause de mobilité vers des reclassements au sein du groupe Groupama et une clause de mobilité externe pour ceux qui ne souhaiteraient pas rester chez l’assureur mutualiste. La majeure partie des salariés est concernée par cet accord, puisqu’en devenant courtier, les fonctions cœur assurance et gestion de sinistres n’existeront plus.

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Courtage, sur fond(s) de récurrence

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En matière de distribution d’assurance, la place centrale des courtiers n’est plus à prouver. Entre croissance et rentabilité, c'est la récurrence du modèle qui continue de séduire les investisseurs sur un marché, malgré la concentration, d’une grande stabilité.

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Les années se suivent et se ressemblent sur le marché du courtage, dont le modèle ne prend pas une ride. Si la tendance est à la concentration des acteurs depuis près de 20 ans, l’appétit des investisseurs pour les intermédiaires en assurance reste toujours aussi féroce.

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« Le profil de croissance, de récurrence et de rentabilité à suscité beaucoup d’intérets de la part des fonds d’investissement », indiquait Guillaume Eymar, associé de la banque d’affaires Cambon Partners lors de l’entrée de K Partners au capital de SPVie Assurances en 2015. Depuis, le grossiste a accueilli Essling Expansion comme nouvel actionnaire en début d’année.

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Volume de transactions (M&A) en 2019 dans le monde - Clyde & Co

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Si cette tendance pouvait apparaître comme passagère il y a une dizaine d’années, l’entrée de fonds de private equity au capital de certains cabinets, ne se dément pas. Au contraire, elle semble s’installer durablement.

Selon la dernière étude du cabinet de conseil Clyde & Co, le volume des transactions (fusions et acquisitions) dans le secteur de l’assurance en 2019 a atteint son plus haut niveau depuis quatre ans, tiré par une hausse des opérations en Europe (voir ci-contre).

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LA FRANCE très active

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Selon PwC, près de 85% des transactions du marché de l’assurance en 2019 ont concerné le courtage. Et la France n’est pas en reste. Sur les 12 derniers mois, Magnolia a vu Qualium Investissement entrer à son capital, quand 21 Invest est arrivé au tour de table de FMA Assurances. Après l’entrée de CVC Capital Partners dans la structure capitalistique d’April, c’était au tour d’Essling Expansion de jeter son dévolu sur SPVie Assurances.

Et si la période d’investissement des fonds peut varier de 3 à 5 ans en moyenne, plusieurs courtiers du marché tricolore se préparent à ouvrir leur capital ou à changer d’actionnaires dans l’année, comme Ascoma, Santiane ou encore Finaxy (voir ci-contre) par exemple.

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« Il y a un très fort engouement sur l’actif de Finaxy actuellement », explique Erick Berville, président de Finaxy group, qui travaille actuellement à la refonte de sa structure capitalistique, puisque le fonds d’investissement Equistone Partners, actionnaire majoritaire du courtier depuis 2014, devrait sortir dans les prochains mois.

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« La récurrence et la progression constante de notre chiffre d’affaires depuis plusieurs années, couplé au cash-flow que nous arrivons à dégager nous rend extrêmement séduisants aux yeux des fonds. Je reçois de nombreux appels chaque semaine, de France comme de l’étranger », confie un courtier de la place.

Selon PwC, 2020 continuera sur la même dynamique pour les entreprises de private equity avec « de nouveaux entrants qui continuent à investir tandis que les acteurs installés renforcent leurs portefeuilles ».

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« L’expérience réussie de certains fonds d’investissement dans l’amélioration de l’efficacité opérationnelle des courtiers d’assurance dans lesquelles elles ont investi renforce encore leur confiance », poursuit PwC. Et si la majorité des cabinets de courtage pense que les multiples de cession resteront stables, « entre 8 et 15 fois l’ebitda selon la perspective de développement du cabinet », estime un banquier d’affaires du marché, l’appétit des fonds n’est pas prêt d’être rassasié.

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« Les fonds privés ont moins d’exigences à satisfaire que d’autres acquéreurs stratégiques; ils peuvent se permettre d'avoir une vision à plus long terme avec moins d'obstacles internes à franchir avant de faire un investissement; et ils sont généralement en mesure de prendre des décisions plus rapides. À notre avis, le rôle du capital-investissement dans les fusions et acquisitions mondiales est encore susceptibles de croître », conclut PwC.

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version="1"][vc_row_inner][vc_column_inner extend="false"][vc_customtitle customtitle="CHAPITRE 4" customsubtitle="" customtxtcolor="#0a0000"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner extend="false"][vc_customtyping]

DE LA FIORITURE SUR LA LIGNE

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Depuis un an, pouvoirs publics et régulateurs ont resserré l'étau sur l'épineux dossier du démarchage téléphonique. Entre sanctions et nouvelle réglementation, les actions se sont multipliées pour tenter d'endiguer les mauvaises pratiques.

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DÉMARCHAGE TÉLÉPHONIQUE : UNE ANNÉE D'ACCÉLÉRATION

[/vc_column_text][/vc_column][/vc_row][vc_row extend="false" rtl_reverse="" css_animation="" bg_type="image" bg_grad="" bg_color_value="" parallax_style="vcpb-vz-jquery" bg_image_new="id^993396|url^https://d1p2aimeyx6kdr.cloudfront.net/wp-content/uploads/2019/12/02115007/texture_brique2.jpg|caption^null|alt^null|title^texture_brique2|description^null" layer_image="" bg_image_repeat="" bg_image_size="initial" bg_cstm_size="" bg_img_attach="" parallax_sense="30" bg_image_posiiton="" animation_direction="" animation_repeat="" video_url="" video_url_2="" u_video_url="" video_opts="loop" video_poster="" u_start_time="" u_stop_time="" viewport_vdo="" enable_controls="" controls_color="" bg_override="" disable_on_mobile_img_parallax="" parallax_content="" parallax_content_sense="" fadeout_row="" fadeout_start_effect="" enable_overlay="" overlay_color="" overlay_pattern="" overlay_pattern_opacity="" overlay_pattern_size="" overlay_pattern_attachment="" multi_color_overlay="uvc-multi-color-bg" 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row_bg_parallax_images="" row_bg_slideshow_images="" background_video_type="youtube" background_video__youtube__url="" background_video__youtube__parallax="" background_video__youtube__options="loop" background_video__youtube__fallback_image="" background_video__hosted__mp4="" background_video__hosted__webm="" background_video__hosted__ogv="" background_video__hosted__parallax="" background_video__hosted__options="loop" background_video__hosted__fallback_image="" background_color_type="color" bg__empty_1="" background_color_type__gradient_color1="rgba(44, 74, 228, 1)" background_color_type__gradient_color2="rgba(44, 74, 228, 1)" background_color_type__color_color1="rgba(44, 74, 228, 1)" bg__empty_2="" background_color__effect="" background_color__direction="left-to-right" parallax="" parallax_speed_bg="1.5" parallax_image="" video_bg="" video_bg_url="https://www.youtube.com/watch?v=lMJXxhRFO1k" video_bg_parallax="" el_id="" gap="0" disable_element="" settings__tag_1="" viewport_lg="" viewport_md="" viewport_sm="" viewport_xs="" settings__empty_1="" el_class="" version="1" css=""][vc_column extend="false" el_class="chapitre_x_title" version="1"][vc_row_inner extend="false" rtl_reverse="" content_placement="" full_height="" equal_height="" inner_row_align="" columns_placement="top" freeposi__positon="disabled" freeposi__min_width="" freeposi__min_width__unit="px" freeposi__tag_1="" freeposi__horizontal="left" freeposi__horizontal__lg="" freeposi__horizontal__md="" freeposi__horizontal__sm="" freeposi__horizontal__xs="" freeposi__horizontal__unit="px" freeposi__empty_1="" freeposi__vertical="top" freeposi__vertical__lg="" freeposi__vertical__md="" freeposi__vertical__sm="" freeposi__vertical__xs="" freeposi__vertical__unit="px" freeposi__off_device="false" freeposi__off_device__lg="" freeposi__off_device__md="" freeposi__off_device__sm="" freeposi__off_device__xs="" freeposi__off="false" freeposi__off__lg="" freeposi__off__md="" freeposi__off__sm="" freeposi__off__xs="" freeposi__off__unit="px" el_id="" gap="0" disable_element="" settings__tag_1="" viewport_lg="" viewport_md="" viewport_sm="" viewport_xs="" settings__empty_1="" el_class=".timeline_dossier" version="1" animation="" animation__advanced="" animation__tag_01="" animation__animations="fade-up" animation__preview="" animation__empty_1="" animation__duration="0.8" animation__delay="0" animation__tag_02="" animation__easing="ease" animation__once="false" animation__anchor="" animation__anchor_placement="top-bottom" animation__offset="-120" css=""][vc_column_inner extend="false"][/vc_column_inner][/vc_row_inner][vc_customtimeline_start custom_bg_color_event="#000000" custom_bg_color="rgba(191,191,191,0.02)" custom_txt_color="#ffffff"][vc_customtimeline custom_timeline_date="3 octobre 2018"]Christophe Naegelen, député LREM des Vosges dépose une proposition de loi visant à encadrer le démarchage téléphonique et à lutter contre les appels frauduleux.[/vc_customtimeline][vc_customtimeline custom_timeline_date="16 mai 2019"]Le courtier Provitalia est sanctionné par l'ACPR. Il écope d'une amende de 20.000 euros.[/vc_customtimeline][vc_customtimeline custom_timeline_date="24 septembre 2019"]Le courtier SAS France Prévoyances & Mutuelles est condamné par la DGCCRF a une amende de 12.000 euros pour avoir contacté 18.868 personnes inscrites sur Bloctel.[/vc_customtimeline][vc_customtimeline custom_timeline_date="19 novembre 2019"]Le CCSF publie un avis sur le démarchage téléphonique (voir encadré ci-dessous).[/vc_customtimeline][vc_customtimeline custom_timeline_date="30 janvier 2020"]La proposition de loi de Christophe Naegelen est adoptée à l'Assemblée nationale. Il prévoit un renforcement des sanctions et de l'information fournie au client lors de l'appel. Il reste possible de contacter un client pour lui proposer un service ou un produit complémentaire à son contrat.[/vc_customtimeline][vc_customtimeline custom_timeline_date="28 février 2020"]Le courtier Viva Conseil est sanctionné par l'ACPR. Il écope d'une interdiction de commercialiser tous contrats d'assurance pendant 2 mois.[/vc_customtimeline][vc_customtimeline custom_timeline_date="28 février 2020"]Le courtier DNAssur sanctionné par la DGCCRF. Il écope d'une amende de 30.000 euros pour avoir sollicité des personnes inscrites sur Bloctel. [/vc_customtimeline][vc_customtimeline_end][vc_empty_space height="30px"][/vc_column][/vc_row][vc_row extend="false" rtl_reverse="" css_animation="" bg_type="image" bg_grad="" bg_color_value="" parallax_style="vcpb-vz-jquery" bg_image_new="id^993396|url^https://d1p2aimeyx6kdr.cloudfront.net/wp-content/uploads/2019/12/02115007/texture_brique2.jpg|caption^null|alt^null|title^texture_brique2|description^null" layer_image="" bg_image_repeat="" bg_image_size="initial" bg_cstm_size="" bg_img_attach="" parallax_sense="30" bg_image_posiiton="" animation_direction="" animation_repeat="" video_url="" video_url_2="" u_video_url="" video_opts="loop" video_poster="" u_start_time="" u_stop_time="" viewport_vdo="" enable_controls="" controls_color="" bg_override="" disable_on_mobile_img_parallax="" parallax_content="" parallax_content_sense="" fadeout_row="" fadeout_start_effect="" enable_overlay="" overlay_color="" overlay_pattern="" overlay_pattern_opacity="" overlay_pattern_size="" overlay_pattern_attachment="" multi_color_overlay="uvc-multi-color-bg" multi_color_overlay_opacity="" seperator_enable="" seperator_type="" seperator_position="" seperator_shape_size="" seperator_svg_height="" seperator_shape_background="" seperator_shape_border="" seperator_shape_border_color="" seperator_shape_border_width="" icon_type="" icon="" icon_size="" icon_color="" icon_style="" icon_color_bg="" icon_border_style="" icon_color_border="" icon_border_size="" icon_border_radius="" icon_border_spacing="" icon_img="" img_width="" ult_hide_row="" ult_hide_row_large_screen="" ult_hide_row_desktop="" ult_hide_row_tablet="" ult_hide_row_tablet_small="" ult_hide_row_mobile="" ult_hide_row_mobile_large="" notification="" full_width="stretch_row" equal_height="" content_placement="" design__empty_1="" full_height="" columns_placement="top" background="" background_image_type="static" background_image__effect="" bg_size="initial" bg_position="center-center" row_bg_image="" bg_repeat="no-repeat" background_image_type__bg_color="rgba(255, 255, 255, 1)" row_bg_parallax_images="" row_bg_slideshow_images="" background_video_type="youtube" background_video__youtube__url="" background_video__youtube__parallax="" background_video__youtube__options="loop" background_video__youtube__fallback_image="" background_video__hosted__mp4="" background_video__hosted__webm="" background_video__hosted__ogv="" background_video__hosted__parallax="" background_video__hosted__options="loop" background_video__hosted__fallback_image="" background_color_type="color" bg__empty_1="" background_color_type__gradient_color1="rgba(44, 74, 228, 1)" background_color_type__gradient_color2="rgba(44, 74, 228, 1)" background_color_type__color_color1="rgba(44, 74, 228, 1)" bg__empty_2="" background_color__effect="" background_color__direction="left-to-right" parallax="" parallax_speed_bg="1.5" parallax_image="" video_bg="" video_bg_url="https://www.youtube.com/watch?v=lMJXxhRFO1k" video_bg_parallax="" el_id="" gap="0" disable_element="" settings__tag_1="" viewport_lg="" viewport_md="" viewport_sm="" viewport_xs="" settings__empty_1="" el_class="" version="1" css=""][vc_column extend="false" el_class="chapitre_x_title" version="1"][vc_column_text]

[/vc_column_text][vc_empty_space height="30px"][/vc_column][/vc_row][vc_row extend="false" rtl_reverse="" css_animation="" bg_type="image" bg_grad="" bg_color_value="" parallax_style="vcpb-vz-jquery" bg_image_new="id^993396|url^https://d1p2aimeyx6kdr.cloudfront.net/wp-content/uploads/2019/12/02115007/texture_brique2.jpg|caption^null|alt^null|title^texture_brique2|description^null" layer_image="" bg_image_repeat="" bg_image_size="initial" bg_cstm_size="" bg_img_attach="" parallax_sense="30" bg_image_posiiton="" animation_direction="" animation_repeat="" video_url="" video_url_2="" u_video_url="" video_opts="loop" video_poster="" u_start_time="" u_stop_time="" viewport_vdo="" enable_controls="" controls_color="" bg_override="" disable_on_mobile_img_parallax="" parallax_content="" parallax_content_sense="" fadeout_row="" fadeout_start_effect="" enable_overlay="" overlay_color="" overlay_pattern="" overlay_pattern_opacity="" overlay_pattern_size="" overlay_pattern_attachment="" multi_color_overlay="uvc-multi-color-bg" multi_color_overlay_opacity="" seperator_enable="" seperator_type="" seperator_position="" seperator_shape_size="" seperator_svg_height="" seperator_shape_background="" seperator_shape_border="" seperator_shape_border_color="" seperator_shape_border_width="" icon_type="" icon="" icon_size="" icon_color="" icon_style="" icon_color_bg="" icon_border_style="" icon_color_border="" icon_border_size="" icon_border_radius="" icon_border_spacing="" icon_img="" img_width="" ult_hide_row="" ult_hide_row_large_screen="" ult_hide_row_desktop="" ult_hide_row_tablet="" ult_hide_row_tablet_small="" ult_hide_row_mobile="" ult_hide_row_mobile_large="" notification="" full_width="stretch_row" equal_height="" content_placement="" design__empty_1="" full_height="" columns_placement="top" background="" background_image_type="static" background_image__effect="" bg_size="initial" bg_position="center-center" row_bg_image="" bg_repeat="no-repeat" background_image_type__bg_color="rgba(255, 255, 255, 1)" row_bg_parallax_images="" row_bg_slideshow_images="" background_video_type="youtube" background_video__youtube__url="" background_video__youtube__parallax="" background_video__youtube__options="loop" background_video__youtube__fallback_image="" background_video__hosted__mp4="" background_video__hosted__webm="" background_video__hosted__ogv="" background_video__hosted__parallax="" background_video__hosted__options="loop" background_video__hosted__fallback_image="" background_color_type="color" bg__empty_1="" background_color_type__gradient_color1="rgba(44, 74, 228, 1)" background_color_type__gradient_color2="rgba(44, 74, 228, 1)" background_color_type__color_color1="rgba(44, 74, 228, 1)" bg__empty_2="" background_color__effect="" background_color__direction="left-to-right" parallax="" parallax_speed_bg="1.5" parallax_image="" video_bg="" video_bg_url="https://www.youtube.com/watch?v=lMJXxhRFO1k" video_bg_parallax="" el_id="" gap="0" disable_element="" settings__tag_1="" viewport_lg="" viewport_md="" viewport_sm="" viewport_xs="" settings__empty_1="" el_class="" version="1" css=""][vc_column extend="false" el_class="chapitre_x_title" version="1"][vc_row_inner][vc_column_inner extend="false"][vc_empty_space height="40px"][vc_column_text]

"DEUX MOIS SANS COMMERCIALISATION ? AUTANT METTRE LA CLÉ SOUS LA PORTE !"

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Les pouvoirs publics pensaient pourtant avoir trouvé la parade aux abus du démarchage téléphonique avec la création de Bloctel, lancé le 1er janvier 2016. Ce service d'opposition au démarchage téléphonique devait empêcher les appels intempestifs. Les Français souhaitant conserver leur quiétude pouvaient s'inscrire à Bloctel et ne plus faire l'objet de démarchage. Selon Agnès Pannier-Runacher, secrétaire d'Etat auprès du ministre de l'Economie et des Finances, 3,7 millions de personnes et 8,5 millions de numéros de téléphone sont inscrits sur Bloctel.

Du côté des clients, le dispositif semble avoir plutôt bien pris. En revanche, du côté des entreprises, c'est plus modeste. Ces dernières doivent s'abonner au service pour interroger les fichiers de Bloctel et s'assurer de ne pas solliciter de personnes inscrites. Le tarif de l'abonnement peut s'échelonner de 150 euros à 48.000 euros selon le nombre de lignes par fichier soumis au filtre Bloctel.

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Un chiffre qui peut s'avérer prohibitif pour certaines sociétés. Elles ne seraient ainsi que 800 à avoir adhéré au service. « Il y a un vrai sujet sur les tarifs de Bloctel. Il faut tendre vers un modèle plus efficace, car techniquement le système n'a jamais vraiment fonctionné », estime Ludovic Daugeron, responsable juridique et conformité de Planète CSCA.

Le prix des abonnements au service sont également à comparer aux amendes infligées par la DGCCRF et l'ACPR aux contrevenants dans le secteur de l'assurance : 20.000 euros contre Provitalia et 30.000 euros contre DNAssur. « Il est vrai que les sanctions doivent avoir une vertu comminatoire, pointe un observateur du sujet. Et l'on voit d'ailleurs que l'ACPR a passé un cap dans ses sanctions ».

La dernière en date, à l'endroit de Viva Conseil était en effet plus sévère. Le courtier auditionné par la commission des sanctions de l'ACPR a ainsi été condamné à 2 mois d'interdiction de commercialiser tout contrat d'assurance et à un blâme. Il lui était reproché 3 griefs : un défaut dans le remise, par écrit des informations précontractuelles, une inexactitude et une insuffisance dans les informations remises aux clients ainsi que des lacunes dans le devoir de conseil. Pour se défendre Viva Conseil avait assuré que « 2 mois sans commercialisation revient à mettre la clé sous la porte ».

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"Ne pas jeter le bébé avec l'eau du bain"

Et si l'étape suivante était d'aller chercher les concepteurs des produits d'assurance commercialisés par ces intermédiaires ? « On va revenir au rôle que doit jouer la gouvernance produit instaurée par la DDA, à savoir identifier le marché cible et sélectionner un canal de distribution adapté, pointe Pierre-Grégoire Marly, professeur agrégé de droit. Assureurs et grossistes devront être en mesure d'expliquer pourquoi ils ont recours aux plateformes téléphoniques pour commercialiser leurs produits. La pression pourrait donc se déporter sur les concepteurs de produits ».

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« La gouvernance produit n'est pas un remède miracle. Le règlement délégué exige simplement des concepteurs qu'ils vérifient que les distributeurs adressent le marché cible et ont la capacité de commercialiser les produits. Le risque serait finalement de nuire à l'adaptabilité qui fait la force du courtage », avertit Ludovic Daugeron.

Ce déport pourrait-il signifier un sérieux coup de frein sur la vente à distance par téléphone. « Ce n'est pas raisonnable de parler de la fin du démarchage téléphonique, souligne Bertrand de Surmont, président de Planète CSCA. C'est pour cela que nous sommes intervenus au CCSF et sur la proposition de loi Naegelen. Certes, il existe de mauvaises pratiques, mais gardons nous de jeter le bébé avec l'eau du bain ».

Se pose également la question de la mise en conformité des intermédiaires vis-à-vis de l'avis du CCSF. Ce dernier ne revêt en effet aucun caractère obligatoire et aucune sanction n'est assortie au texte. « Lors des discussions sur la proposition Naegelen, il avait été question d'interdire le démarchage téléphonique pour le secteur de l'assurance comme c'est le cas pour l'énergie. Nous nous sommes battus pour empêcher le vote de cet amendement. Mais les courtiers ne se mettent pas en conformité par rapport à l'avis du CCSF, il se pourrait bien que le législateur reprenne la main et décide d'aller plus loin », prévient Bertrand de Surmont.

Les intermédiaires sont invités à se mettre en conformité avant la fin du premier semestre 2020. Un point d'étape sera alors réalisé. Et il y a fort à parier que l'ACPR sera particulièrement regardante.

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MALAKOFF HUMANIS COURTAGE

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Expert des produits d'assurances collectives, Malakoff Humanis Courtage propose d'accompagner les courtiers dans le développement de leurs contrats santé et prévoyance auprès des entreprises et collectivités, quelles que soient leur taille et leur profil.

Notre ambition : construire une relation durable en apportant aux courtiers expertise, outils innovants et accompagnement.

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