NET BAKIŞ / CLEAR LOOK

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1 The television program named Clear Look that had been broadcasted on TVNet on May 7 th 2013 NET BAKIŞ / CLEAR LOOK Hello dear audiences. Today we will talk about the Insurance Sector. Actually we will talk about what is happening at insurance trade; what type of product renewals are there; how does the system work; companies and brokers. We will talk about all these and our studio guest is Cenk Babadoğan, the chairman of board of directors of CNK. Welcome Mr.Cenk. Cenk Babadoğan(will be referred as C.B.): Thank you Mr.Fikri. Speaker (will be referred as S.): Actually insurance trade sounds so bright as a job to people but its perception couldn t become massive in Turkey. In other words people couldn t be cahoots with the insurances. I mean they couldn t build close relationships as much as with the banks. Is insurance trade a financial company? Is it a structure which helps people s security system, to their lives? There is a perception confusion regarding these issues. S.: There is this that usually we like insurance but just can t live with it. We didn t have any insurer guests before. C.B.: Thank you S.: You are maybe one of the firsts. C.B.: Thank you S.: Of course Private Insurance is different. We have talked several times about Private Pension Insurances but we need to discuss others as well. Indeed this need to be talked in the public. In this context you are a very good guest. C.B.: Thank you S.: We will talk about an interesting issue. But I think we should talk a little bit about the general frames of the job. Can we learn more about CNK Broker before we discuss these? C.B: Of course S.: Can you tell us shortly about yourself and why is it a broker agent but not an insurance company or an agent C.B.: Of course Mr.Fikri. We can t deny that our substructure is also an agent substructure like most of the other agents, predominantly like other agents. Agents are our sine qua non on the sale part. We have taken over a business that has been a family business for 3 decades C.B: We have turned our agent substructure into Broker Agent Company by taking broker certificate after I have completed my university degree and my abroad study. In a word our substructure is agent. And we can never forget about the importance of the agents in this business. S.: So did your father recommend it to you or did you prefer it willingly? C.B: We have grown up in this business together with our father. I have graduated from design and architecture faculty but then I returned back to father s business. How did I return by taking to an upper level to a broker agency

2 now we will of course talk about brokers and we will also talk about insurance but I mean our audiences should know how much cake we are talking about when we say insurance sector. There is earthquake insurance in this, there is private pension insurance, there is life insurance and there is automobile insurance in this. yes. There is 19 billion of premium production by the end of 2012 in Turkey. The most of this is the accident policies, traffic policies and the necessary traffic policies. S.: Probably because it is an obligation C.B.: For the necessary traffic policies of course because it is an obligation but unfortunately as a country we mostly prefer accident mostly accident policies S.: How is the structure in the world? We need to know since some of our questions will be based on this C.B.: Of course. The structure in the world is homogeneous. I mean accident, fire, health, life these all had been scattered homogenously. Almost scattered equally S.: Of course by then the risk is scattered too C.B: The risk is scattered too and their substructure by this I also mean the one that we follow at the moment I want to give America as an example. Their R&D regarding this had been completed years ago. They have programmed how to take precautions, how to behave, how to manage during the loss period and how to maximize their technical profits many years ago. S.: As a matter of fact the profit in this business indeed to make profit the risk should be scattered therefore there are the reinsurance companies C.B: Of course S.: There are necessary things. The government says that the sector should survive. We must make some of the areas necessary. The reinsurance companies have started to buy insurance companies. You may realize the reinsurance companies names when you have a look at to the most of the insurance companies substructures S.: So we may say it is a company that insure the insurances C.B.: In Turkey the companies which insure the insurances also became insurance companies to take a share from the cake. The insurance companies of course should sell their risks but at the end of the year when they go to reinsurance companies they can t find the old, low prices especially at the trede sales when their technical profits are low S.: Why is there always a search of price? Is it the nature of the business or is it specifically like this in Turkey? C.B.: No no it is the nature of the business. Actually the fixing ups and melioration studies regarding especially against the catastrophic risks and especially against the structure types starting firstly with the earthquake would be a start to this in Turkey. The insurance companies will benefit from your structure especially in the industry sector as much profitable production as you make, from the measures that had been adopted in the industry sector for their end of year sales in a positive way. The sale of the lower cost risks than reinsurance companies would be provided. As long as your loss rate percentages get higher the reinsurance companies can higher their costs to share the risks in Turkey now. S.: Due to the structure of this insurance business we hear that the insurance companies are the owner of the banks in Europe but this is just the opposite in Turkey. Why so? Why couldn t we like this business or why couldn t it get developed this much in Turkey?

3 C.B.: We should look at this like that: The banks are racing to go to the fore especially about insurance, they are trying to embody the policies especially for their credit customers and maybe embodying their own insurance agencies could be the reason. S.: So is there a legal structure difference between Europe and us? C.B.: No no the banks can be used as insurance agencies in Europe but especially the credit customers have mostly made their policies from the banks especially within the last two years predominantly the credit customers C.B.: The credit insurances. This can either be a house or an office. This also can be the reason. S.: I would like to share a story which our college teacher told us regarding why the insurance institution has been established late at Ottoman period. The perception in Turkey, it seems to me that our genetic basis have an effect on perception. They go and ask :there is this insurance and the structure of insurance and they asked for an advisory opinion to the chief religious official in the Ottoman Empire. He asked for its benefits and they told him that if there is a fire or a flood this system helps people during difficult times. Then he says our society always help one another in difficult times, our empire always help those in trouble therefore there is no need for insurance C.B: Yes yes S.: Doesn t this tell a little bit about insurance companies themselves? C.B.: Indeed the insurance companies could have explained themselves. S.: Indeed we should say the insurance structure insurance is not only companies C.B.: Of course indeed firstly the distribution channels, agencies, bank s distribution channels, brokers have a big role to explain this before the insurance companies. Today you wouldn t want to go to an insurance company for your private policy either a friend or a nearby agency or a bank help you out. As I said before if those can inform you detailed and can help you during the loss then the insurance business would develop but it is so important that the person who buys the product must feel adequate S.: I think there had been 3 important moves regarding the spreading of insurance in Turkey. One of them is a job that provides Social Security from Social Security Association, it used to be Social Security Association and people were necessarily getting insured if it is a registered company S.: This was a rule for the families. They used to say son find a job with Social Security the rest is ok. I think the second move was they made the earthquake insurances necessary at least the first perception was like that after the 1999 earthquake but they didn t make it necessary it was just an advisory we are talking about 13 years ago C.B: Yes S.: Not even the public accepted it, I mean even the public buildings don t have earthquake insurance. I also wonder why not. The third move, private pension, for the very first time developed as a mass movement and preferably optionally; also the %25 support of the government. What should be done for this business to improve one more step in Turkey C.B: Product range should increase. Besides the traffic, accident private pension policies specialized insurance policies must outspread. For example Product Liability Insurance to support especially our industrialists S.: I would like to ask especially that Product Liability Insurance, are there any financial or new instruments but there is also another structure brokers. We see that the brokers are coming out in Europe

4 C.B.: You can t find any agencies in Europe especially when you look at England S.: Why is that? What is the structure in Turkey? How does it change? Could you please tell us about that? C.B.: Of course. As you know the broker companies in Turkey are responsible to the Treasury, they trade under the control of treasury. It is really a collar work to establish a broker company in Turkey. I mean it takes a long time. In Europe the process is much easier but Turkey has really done this with scrupulous care S.: It doesn t have a history like a Broker Institutionalization does it? People used to work individually like a broker but certified from the treasury like this C.B.: It was always responsible to the treasury but I think the number of especially brokers have reached to around 100 within the last 2 years, this of course can be questioned whether is it enough for 80 million population S.: Few C.B.: But I really believe that when you compare it with Europe the broker agencies in Turkey have really accomplished lots of functions and completed really hard processes to become a broker company. I really congratulate Turkey about this S.: I understand when our friends were hiring we were recommending them to hire the ones who worked at insurance agencies before since we believe that they can market anything if they had market insurance policies S.: I mean it is really a difficult job C.B.: Difficult difficult. Of course you are selling a non-existing thing, a risk. If you can explain the risk and that it can occur nicely, if you can make the buyer feel that you would be there for him when the risk occurs that means you are getting that policy S.: What is the structure now in Turkey? For example you said it is around 100 S.: I mean how does the system work? C.B.: The system is dependent on certification, as you know the broker agencies. There are 3 types of certifications: life insurance, non-life insurance and reinsurance for us. Of course there is no such a thing that all those broker agencies should have all 3 certifications. There are companies which work only as insurance brokers and don t have reinsurance certifications. The companies which have all 3 certifications can give any type of service including the consulting services S.: I will ask you this will we see broker company advertisements like other insurance company advertisements on TV on newspapers? I mean will we see any steps regarding institutionalization? C.B.: Sure. At the moment there are global broker agencies in Turkey. These are at the top of the lists worldwide but they don t need advertisement S.: They don t need? C.B.: They don t probably they are doing well S.: This and also almost all the big companies and holdings have their own insurance agencies or insurance companies. So do you think is there still a big slice for you? C.B.: Of course of course. Let me give you an example one of my own customer owns 3 different insurance agencies but I can still provide service for him and sell him policies this means there is a lack. I mean even owning 3 different insurance agencies don t mean that you would be able to find all the risks from those companies. S.: So you can build a kind of insurance policy market

5 C.B.: Well actually I can t say that it is a market any more but when you are in front of the customer with offers especially for car insurances the prices are changing instantaneous for traffic hour. The car s and the customer s for the moment risks, for this I congratulate the companies. They have taken the customers in hot trail with their tremer and technical substructure within the last 2 years. I hope they will do the same for the other policies too. Fire policies, electronic equipment, engine breakings. Yes car and traffic insurances are very good start. S.: But car insurances usually in Turkey with insurance companies, with its bad reputation for hindering the profit of the insurance companies. How can this problem be solved how did they solve this in the world? C.B.: This can t be solved since the accident insurances are predominant in our country. As I said once the new insurance policies come out due to new industries, new investments and once this new products are sold and the accident insurances are balanced this will not loom large. This will take time. Today from the news you can see that how the import cars are bought for very expensive prices. Car which is a requirement is sine qua non for the people and its insurance when going to holiday. As long as these loom large car insurances and traffic insurances will always stand in the forefront. S.: If it wasn t necessary probably it won t isn t it? C.B.: I am not talking about traffic insurances; besides traffic car insurances are also technical loss and they are not necessary. But due to new tremer system, new controls, new price policies traffic policies because the companies are not like before S.: With the new chips it is possible to track the fleets, vehicle track systems are possible C.B.: Certainly certainly S.: And it can t only control the mile, kilometer that the vehicle makes but all others like repair services etc. C.B.: Certainly. Now some of the insurance companies especially for group policies may even require these documents. It is a good thing to get the technical datas. The customer s profitability, his relations with the vehicles and drivers now it is this detailed. I think it is good and I hope Turkey would have days without accident but very profitable S.: Actually you say like this yet I think you are the one who wouldn t want any accident the most but you tell us that you can make accident you can, this is applicable for all of us I can make an accident too but your belief is for them not to make C.B: Of course our wish S.: All of us though there is a perception that you occasionally want accidents for the system to be able to go on C.B.: No I say God sakes so how can the insurance perception change in Turkey? C.B.: The insurance perception can change if the agents talk deliberately with the customers, explain the situation, and be next to the customer during the loss period and make the customers really conscious of the policies. Lately regarding car insurances our phones are ringing mostly because of this. What is a close car insurance, what is an extensive guarantee car insurance, what is our situation would the prices increase those are the questions they ask. It is very important that the customer know all about these, whatever his product covers is very important. When the customer applies for an item or for a clause which he didn t buy during the loss period this shows that they hadn t been informed regarding the issue

6 S.: Generally even by the most aware consumer it is perceived that there is as if a clause against the customer. Is it really like this, isn t there any other more rational methods? now the information forms are sina qua non and they must be signed by the customer S.: But it is not important that they sign it. Since the technical terms are too much it may not be perceived like that C.B.: I believe that the customer must read and ask anything they need to ask while signing S.: Number 1 credit card agreements and number two insurance agreements those two are the agreements which you can t understand even if you read them. Anyhow they are so tiny scripture C.B.: Believe me the new information forms are much visible and clear according to the past. Now the customer is more aware I mean he knows the clauses, he knows which clauses cover him or which don t, it is much clear and net where the indemnities are. Especially with the new business law these information forms became very important S.: Do you have any numerical data regarding the development of the brokers? I mean how much is it developing? How much share do you used to take from the cake and how much do you take now? C.B.: Last year approximately it was around %11. For this to increase the brokers should be more active but in here the agents take %59-60 part of this, the agents take the biggest share. This is something that can improve by the time. But if you consider that we became almost around 100 in number within the last 2 years we can say that the share will be more in the following years S.: According to you in what percentage is it growing? The broker business C.B.: If I need to be exact we can say around %6 S.: It was under %10 when I asked this to a broker 3-4 years ago it is under %10 it is around %6-7 S.: No no I mean the share they were taking was this now you are over %10 over %10 S.: The growth I think the growth would go parallel to this. I mean the increase in the number, the brokers taking more effective part, their relations with the insurance companies I think these will cause an increase in the number and the share S.: You also know about America very closely therefore what do you think that the Europe and America have that we don t C.B.: America has already finished marketing C.B.: Momentary media marketing like from a radio you can hear if you purchase your car insurance right now from this company you can get this much discount please call right now these type of urgent warning. Marketing is over. But Turkey is hungry for marketing and explanations S.: Do the laws and regulations allow this in Turkey C.B.: The laws and regulations S.: The insurance laws and regulations. For example can there be an advertisement from a television or radio if you apply right now C.B.: Of course this also depends on the commercial S.: But this is also related with establishing the system this is related with establishing the system. Of course the people are more aware there. We are talking about a country which the insurance has been improved since the old times. But I think Turkey is still hungry for marketing and there are some parts and places that need marketing. Besides that I think not only marketing Turkey should also diversify its products. Insurance products

7 S.: Let s talk about diversify. I mean what new instruments do we need or among the ones that we have which one has big advantages for us? It can be Product Liability insurance or financial loss insurance. Turkey is especially an exporter country and it should improve its exportation and increase it %13 every year. Can you tell us what types of opportunities are there in here? C.B.: Product Liability policies are especially for industrialists. It is a policy they must take one of the sina qua non policies S.: What is that can you tell us their structures? Those comprehensions sound so technical to us C.B.: Certainly. The Product Liability policies protect you from the material and physical damages that can be caused by the products on its own or by combining with another product to the third parties in Europe or America, North America S.: This was so technical C.B.: Within its limits. Let me explain it like this: assume that you have one product and this one product that you have produced has been integrated with another product in Europe or America and it caused a damage to 1 person, it caused his death or personal injury or a financial loss. If the cause of this damage is the product that you produced they would definitely return back to you, you would receive withdrawal regarding this. You know withdrawal is a return regarding a loss C.B.: You need to protect yourself regarding this withdrawal. It can be direct or indirect S.: Is it related with the recall of the cars in the world, is the reason of the recall from the production related with this? C.B.: Recall is a policy that can be purchased together with the Product Liability policy. The product liability policy covers the material and physical damages that can be caused by the product you produced to the third parties, it doesn t pay to you it pays to the third party. It is a liability policy S.: At what level does this concern Turkey? I mean these products are very rare generally in Turkey maybe more in import C.B.: It is more in import. However you know sometimes our industrialists are trying to do business with loans. They complete their import under very difficult circumstances. These policies can protect them against the possible withdrawals amounted million dollars, especially recalls are included in this C.B.: You can get financial loss together with recall. I mean when a product is recalled the company in America or in Europe or anywhere can say that I have already sold this product and received my deposit, my future term plans regarding this product was this, I have a huge financial loss and it is worth this much it would have the right for withdrawal. And you would be protected against these types of events when you purchase this policy within its limits. S.: For example it is said that this year hot money policy would be followed. There are export processes that are arisen from change in rates, the technology is changing a whole different market occurs from the time of your purchase, there are axis shifts, there are crises in world S.: Are there any instruments that had been developed related with these? C.B: Of course. Recently the credit insurances have taken big steps. Especially our exporters export insurances which is valid both domestic and abroad had became very important. Credit insurances. When you export your products if you can t receive your money instead of struggling, dealing with a foreign country s lawyer there are companies which have completed their Credit insurances. It is possible to get credit insurances.

8 S.: Does Eximbank need to step in for these issues? Or a different structure is it necessary to form a different structure under export association? a sina qua non but other private insurance companies are very professional about this subject. About Credit Insurances S.: So there are already necessary instruments regarding this subject C.B.: There are there are S.: What new instruments can be developed regarding policy in Turkey? C.B.: Regarding policies all type of liability policies should be improved. Liability policies, liability insurances. For instance even you have a professional liability in front of the screen therefore you need a liability policy as well. I mean you should protect yourself against withdrawal that can arise from any legal accuse. S.: Insurance companies wouldn t sue me today would they? C.B.: I don t know S.: I hope I didn t say anything wrong C.B.: Not at all. So according to me liability insurances should be the sina qua non. There should be a liability insurance for all type of professions. Recently as you know especially medical man liability insurances have stepped in. As you know this became necessary but I think besides this all professions should have profession liability insurances. S.: Do the insurance companies or insurance brokers or your top association have any studies with these profession associations? Normally there should be C.B.: We explain this when we visit the chamber of commerce, chamber of industry but when it comes to the premium probably because of the premiums that occurs because there aren t much policies as you know if a product is not common its premiums are high if we can make it common it will get lower and this what we are struggling for S.: Indeed there are the profession risk premiums in the new job health and security system S.: I think this would improve the insurance system or would it? C.B.: Certainly. Indeed you know the insurance companies make employer s financial liability policy regarding this. They are protecting the industrialists and employers against the withdrawals that can come from Insurance Association. You can insure the workers classified by their age, number, white collared, blue collared and with this the industrialists protect themselves against the withdrawals that can come from Insurance Association. It has a special policy: Employer Financial Liability Policy. This policy used to be based on gross wage recently it has been done numerically. Now they want detailed, they want names. I mean even in this there is a technical study. S.: How can the developments on private pension would improve other insurance companies, insurance groups and insurance policies? Because there is a bigger growth there more than expected C.B.: Private Pension S.: I think exactly I don t know for 2000 what but the expected goal is almost equal in size as the whole existing insurance amount. I mean in the following 10 years C.B.: If you are aware all the foreign based companies that took a share in Turkey recently are predominantly life and pension companies. This is coming due to the low market. Of course it is a big portfolio, piquant portfolio but this needs time and process. The government has a big support on this. We expect an increase on the number of customers and participants after their last study. S.: So how can this contribute the other? I mean there is a development here

9 S.: I believe that this will grow within a certain limit. This will grow exponentially. But how will it contribute the other insurance policies? C.B.: I don t think they would affect each other since the private pension is based on savings and all other policies are based on the outcome of daily risks and sudden risks. S.: But I think it will change the perception C.B.: Definitely S.: Insurance consciousness would improve C.B.: Certainly S.: Are you ready for this C.B.: Gladly S.: You came and gave very good information C.B.: Thank you very much S.: Especially to see that brokers in Turkey are this dynamic of course you were here as an example we thank you C.B.: I thank you S.: Dear audiences today we have discussed the insurance sector there will be new guests and new topics in the following days. Stay healthy

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