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Publié par

Mariona Vivar Mompel Rédactrice en Chef Adjointe News Assurances Pro

Plan séquence - Assurance emprunteur : La substitution en quête de crédit

mercredi 30 juin 2021

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Malgré les tentatives législatives pour favoriser la concurrence, le marché de l’assurance emprunteur reste dominé par les banques. Changer d’assurance demeure un parcours du combattant complexe et bureaucratique, semé d’embûches et de voies sans issue.

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Pourquoi le marché reste-t-il dominé par les banques ?

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Depuis le début de l’année, le marché de l’immobilier se porte à merveille et celui de l’assurance emprunteur affiche une croissance soutenue, même dans un contexte de crise. En 2019, il représentait 9,8 milliards d’euros de cotisations. Les banques sont hégémoniques, et ceci malgré les tentatives législatives pour favoriser la concurrence. Selon la FFA, les acteurs alternatifs ne concentrent que 11,5% des cotisations. Ce pourcentage reste faible car les affaires nouvelles ne représentent pas grand-chose en volume sur le stock des cotisations. La part de distribution des contrats qui ne passe pas par les réseaux bancaires s’élève à 12,4%, selon une étude du Comité consultatif du secteur financier de décembre 2020. Alors, comment expliquer la position dominante des banques, 10 ans après la loi Lagarde, 7 ans après la loi Hamon et 4 ans après l’amendement Bourquin ?

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Par Mariona Vivar

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Malgré l’arsenal législatif, le marché alternatif reste très éclaté : assureurs, nouveaux players internet et courtiers d’assurance se disputent les clients jeunes et bien-portants. Les courtiers en crédit sont très présents sur le marché alternatif, mais leur capacité de production reste limitée. En effet, s’ils souhaitent travailler avec les banques pour le crédit, ils ne peuvent pas dépasser un certain seuil en délégation et substitution d’assurance. Les banques leur imposent même des seuils par catégorie de client.

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Après avoir envoyé son devis, l’acteur alternatif n’est pas forcément au courant de la contre-proposition faite par la banque. Le taux de non-réponse des clients ayant fait une demande de devis est très élevé. Dans son rapport, le CCSF documente le dynamisme des offres défensives des banques. Le pourcentage de ventes de contrats alternatifs par les banques atteint 13,1%, soit 1,3 point de plus que les ventes de contrats alternatifs faites en dehors des banques. Les contrats groupe concentrent encore 74,5% de la production. Depuis l’ouverture du marché, ils ont évolué, en introduisant plus de segmentation en fonction de l’âge, se rapprochant ainsi des contrats individuels.

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Une étude de Sécurimut, filiale du groupe Macif, montre que le profil socio-professionnel des emprunteurs qui choisissent la délégation est plus élevé. De son côté, le CSSF reporte que le recours de certaines catégories d’âge aux contrats alternatifs est plus élevé. Ainsi, le recours à des contrats alternatifs internes ou externes concerne au global plus de 20% des moins de 40 ans.

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"La pression de la banque est souvent trop forte pour pouvoir négocier une assurance externe tout en essayant d’obtenir les meilleures conditions de crédit. Nous recommandons alors à nos clients de signer leur offre de prêt avec l’assurance de la banque, puis de nous laisser intervenir pour changer leur assurance emprunteur immédiatement après avec une "substitution Hamon" qui leur permet d’obtenir immédiatement à la fois le meilleur crédit et l’assurance de leur choix. Les substitutions Bourquin imposent aux emprunteurs de rester plus longtemps dans l’assurance qui leur a été imposée au départ. Les banques déploient diverses mesures dilatoires pour que l’échéance de la date d’anniversaire soit dépassée et que l’assuré soit obligé de poursuivre le contrat de la banque une année supplémentaire », indique Jean-Michel Courtant, Directeur du développement du métier Santé Prévoyance de la Macif.

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Les banques mettent des barbelés

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Dans son étude, Sécurimut dénonce que 56% des demandes ne reçoivent pas de réponse dans le délai des 10 jours légaux. Un tiers des emprunteurs attend une réponse même pendant 30 jours. Seulement 4 demandes sur 10 font l’objet d’une réponse unique et complète par la banque. Même en cas d’acceptation de la substitution, la banque parfois modifie unilatéralement la prise d’effet du nouveau contrat, ce qui provoque un double prélèvement d’assurance.

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2020 a été une bonne année pour le marché du crédit mais pas pour la délégation. Les confinements successifs ont freiné le courtage de crédit par rapport à la banque et donc la délégation. En revanche, après deux années d’apprentissage, les acteurs alternatifs commencent être rodés sur les résiliations Bourquin.

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Allianz France a réalisé 110 millions d’euros de chiffre d’affaires en assurance emprunteur individuel en 2020, en hausse de 3% par rapport à 2019. Plus de 50% des affaires sont initiées en ligne, notamment grâce à un simulateur en ligne qui permet d’évaluer en quelques les économies potentielles à la clé.

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Allianz France commercialise « un produit générique qui est agressif commercialement avec des tarifs très tirés. Nous observons que beaucoup d’assurés se tournent vers des produits d’assurance spécialisés en fonction de leur profession. Avec l’association UNIM (Union nationale pour les intérêts de la médecine), nous avons donc lancé un produit réservé aux professions médicales et paramédicales. Les professions médicales sont amenées à investir pour le rachat de leur cabinet, avec des besoins d’assurance spécifiques, car elles sont souvent mal couvertes pour le risque invalidité. Par ailleurs, nous avons lancé un produit réservé aux professions du chiffre et du droit (experts comptables, avocats, notaires, huissiers et actuaires), en partenariat avec UNICED. L’offre correspond aux besoins spécifiques de leur profession, notamment à la forte saisonnalité de leur activité », explique Sylvain Coriat.

Des pistes pour favoriser la concurrence

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« J’observe la généralisation de plateformes dédiées à la substitution car les taux de succès des plateformes sont plus élevés que ceux des acteurs qui s’appuient sur des courtiers », affirme David Echevin, associé d’Actélior. April, historiquement tourné vers les courtiers, a réinternalisé une partie du service, en créant la plateforme April Reprise, lancé le 11 mai. « Les courtiers considèrent que l’emprunteur est un marché d’opportunité, mais dans les cas de substitution Hamon ou Bourquin, les démarches sont trop chronophages. Les courtiers abandonnent parfois parce que le process est long et contraignant. Nous avons créé le service April Reprise pour les aider à concrétiser cette opportunité business », indique Olivier Bougarel.

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Le courtier peut donner mandat à April pour réaliser toutes les démarches relatives à la substitution Hamon et Bourquin. « Le service est gratuit pour l’assuré et le courtier. Nous envoyons les pièces nécessaires à la banque, pour le compte de l’assuré. C’est un gain de temps et financier pour le courtier qui peut consulter à tout moment l’avancement du dossier et reste l’interlocuteur du client », détaille Olivier Bougarel.

Sécurimut, filiale métier assurance emprunteur du groupe Macif, 55 collaborateurs et 55 M€ de primes d’assurance emprunteur immobilier prélevées en 2020, a créé le mandat de mobilité permettant de mener les démarches de déliaison à la place de ses clients. « Avec le mandat du sociétaire, nous arrivons à maintenir plus de 85% des demandes de substitutions de nos sociétaires. Les banques sont redoutables, elles protègent un système très rémunérateur, prétextant le contexte des taux bas sur le crédit. Leur lobbying est super puissant, car après trois lois, leurs mesures de rétention et leurs pratiques dilatoires sont toujours là », commente Jean-Michel Courtant, de Macif. Aujourd’hui, Sécurimut est également partenaire d’une quinzaine d’autres assureurs et distributeurs alternatifs d’assurance emprunteur. « Nous sommes redoutés par les banques, car nous avons une parfaite maîtrise des stratégies de rétention de chacune et une riposte adéquate. Nous continuerons notre combat pour délier l’assurance du crédit au profit de nos sociétaires, conformément aux lois obtenues ».

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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]

La transparence des prix

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Les acteurs alternatifs s'organisent pour peser dans le débat public. Allianz, April, Aéma groupe, Aviva France, le groupe MNCAP, la MACSF, Maif et Malakoff Humanis ont décidé de se constituer en association. L’Apcade a pour objectif de « réfléchir et travailler ensemble à l’amélioration de la transparence des prix et de la concurrence » sur le marché de l’emprunteur. Mis à part le lobbying en faveur de la résiliation infra-annuelle, l'Apcade devrait faire des propositions fortes dans les prochains mois. Par exemple, aujourd’hui, le TAEG (taux annuel effectif global) intègre le coût du crédit, les frais de dossier, les frais des sûretés (hypothèque, caution …) mais très partiellement le coût de l’assurance vendue par la banque.

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« Pour comparer efficacement les crédits et leur assurance, nous militons pour que, à côté d’un TAEG n’intégrant pas d’assurance, l’emprunteur dispose d’un TAEA (taux annuel effectif d’assurance) intégrant la totalité de l’assurance vendue, ainsi qu’une claire mention des garanties d’assurance exigées par la banque. Aujourd’hui, certaines banques n’intègrent que les garanties exigées dans le TAEG, nonobstant les garanties vendues mais soit disant « facultatives », ce qui rend la comparaison des crédits et de l’assurance très difficile et fausse le jeu, explique Jean-Michel Courtant. Il faut aussi informer les emprunteurs sur le coût en début de prêt, quand ils sont certains d’être encore dans leur crédit. Car certains contrats présentent des tarifs fortement dégressifs, très chers en début de prêt et moins à la fin. Or, dans un marché où l’on peut changer d’assurance, et où les crédits ne vont souvent pas à leur terme, il n’y a pas lieu d’accepter de payer plus cher au début qu’à la fin ».

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Digital Insure milite pour que les surprimes médicales ne soient pas intégrées dans le calcul du TAEG. En effet, le plafonnement de ce TAEG pénalise les personnes qui présentent un risque aggravé de santé.

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« La solution serait peut-être de s’inspirer des pays anglo-saxons qui interdisent aux banques de proposer une assurance emprunteur dans les 7 jours qui suivent l’offre de prêt afin de dissocier complètement l’offre de prêt et l’assurance. Ce délai de carence de 7 jours permet d’afficher le juste prix du prêt, de ne pas avoir des taux d’intérêt qui sont partiellement financés par l’assurance et de garantir une vraie possibilité de comparer les prix en assurance emprunteur », propose Sylvain Coriat.

Les tarifs ont-ils touché le fond ?

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Entre 2010 et 2019, le CCSF constate une baisse des tarifs entre 20% et 41% sur le marché alternatif. Sur les garanties décès et perte totale et irréversible d’autonomie, la baisse moyenne est de 29%. « Les tarifs baissent continuellement. Dans ce marché de comparateur, le facteur prix est un réel avantage concurrentiel, d’autant plus que les garanties sont très homogènes et que peu d’acteurs ont un réseau étendu », explique David Echevin, d’Actélior. « Chaque fois que les prix baissent, il y a moins de marge. L’équation va devenir de plus en plus compliquée ».

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Jean-Michel Courtant, en revanche, considère que les tarifs n’ont pas touché le fond. « 50% du coût de l’assurance est destiné à payer les sinistres et 50% c’est du chargement. Il reste donc de la marge technique et donc la capacité à aller chercher du tarif », pointe un autre observateur du secteur.

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« Nous avons repositionné nos prix entre le dernier trimestre 2020 et le premier trimestre 2021. Nous sommes arrivés à un niveau de prix qui reflète les niveaux de sinistralité et je ne vois pas d’autres baisses de tarif intervenir dans les prochains mois », indique un courtier qui préfère rester anonyme.

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L’impact de la crise sur le marché de l’emprunteur

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La crise Covid n’a pas eu un impact significatif sur la sinistralité en assurance emprunteur, d’autant plus que la mortalité a touché notamment des personnes de plus de 70 ans qui ne sont plus en âge d’emprunter. « Nous n’avons pas constaté d’augmentation de sinistres en assurance emprunteur suite au Covid, mais l’évolution de la situation pour les cas de Covid long est à surveiller », signale André Molin.

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Par ailleurs, pendant la période de confinement, il y a eu moins d’accidents de voiture chez les jeunes, entraînant ainsi une baisse de la sinistralité. Cependant, la crise pourrait mettre en difficulté certaines entreprises, mais il est encore tôt pour en tirer des conclusions.

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Un des effets collatéraux de la crise a été l’accélération de la digitalisation dans les échanges avec la clientèle.

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