The PZU Group has created the geographically biggest sales network in Poland. It provides clients with a comprehensive product offering through synergies within the PZU Group using a variety of distribution channels. As a result, clients enjoy easy and convenient access to financial products and services. The Group also ensures quality service by upskilling the sellers and providing them with modern tools, and by removing barriers.
Insurance products
PZU has the largest sales and service network. At the end of 2024, it included 408 branches across the country, with 188 in small communities, and tied agents, multiagencies, insurance brokers and remote distribution channels.
In 2024, the PZU Group’s distribution networ included:
in Poland, the PZU’s own agency network consisted of 7.9 thousand tied agents and agencies. Through the agency channel, sales are made mainly in the mass client segment.
with a focus on motor and property insurance and individual insurance (life insurance). LINK4 worked with 774 partners directly. In the Baltic Countries the Group’s agency networ comprised over 545 agents, while in Ukraine there were 188 agents;
on the Polish insurance market, the PZU Group cooperates with more than 4.2 thousand multiagencies. They perform sales operations targeted mainly at the mass market (insurance of all types is sold through this channel, especially motor insurance and non-life insurance) as well as individual life insurance. LINK4 cooperated with 61 aggregators, while in the Baltic Countries Group companies cooperated with 15 multiagencies and 18 in Ukraine;
in Poland, the Group, in particular PZU’s Corporate Client Division, cooperated with over 1 thousand insurance brokers. In the Baltic Countries, where the brokerage channel is a major insurance distribution channel, the Group companies cooperated with 455 brokers and in Ukraine with 37 brokers;
in the insurance area in 2024, PZU cooperated with eight banks and eleven strategic partners, PZU Życie with six banks and one partner, TUW PZUW with two banks and eight strategic partners. LINK4 cooperated with five banks within various distribution models for mostly motor insurance and eight strategic partners. In the Baltic Countries, the cooperation included five banks and nine strategic partners, and in Ukraine – eleven banks;
non-life insurance sales through this channel is conducted in particular by LINK4 and comprises cooperation with price comparison engines, a website and a call center. This channel also includes the PZU sales infoline and mojePZU portal.
Distribution network
Branches and agencies
The bulk of PZU’s clients prefer direct service by the agent and in the agent’s office.
The network of standardized PZU branches is evenly distributed across Poland in carefully selected locations. PZU branches are the only distribution channel ensuring comprehensive sales and aftersales service of PZU Group’s non-life, life and pension insurance and investment products in each outlet. The offering in PZU branches is targeted at individual clients as well as businesses from the small and medium-sized enterprise (SME) segment.
PZU continues to develop the professional agency sales network. Agent offices offer spacious and modern layouts and the quality of service appreciated by millions of clients. PZU is working on a new visualization standard for branches; the standard will combine modernity and functionality. Continuous work is conducted on professionalizing the network and improving the quality of client service, through attractive training courses and workshops. Agents actively use modern CRM and remote service systems such as mojePZU. Most agents running offices offer advice regarding the client property, life and health insurance. They provide clients with comprehensive service as part of the product offering of the entire PZU Group.
PZU supports agents by developing and promoting their online presence, as clients show great interest in seeking contact with an insurance consultant using this particular channel. The www.agentpzu.pl, site is continuously developed together with agent websites in the agentpzu.pl domain. Support is also provided through management of Google business cards of the agency establishments and joint administration of agents’ professional Facebook profiles.
In 2024, with the introduction of changes which separated resources for sales support and created teams to support agents, the implementation of tools to support managers was commenced. The intention was to improve the daily work of managers and agents in line with the new model of cooperation in the sales network.
H1 2024 brought even closer cooperation with companies within the PZU Group. Now, 1,104 Tied Agents can offer LINK4 motor insurance to clients. There were 968 Agents invited to work with Pekao Leasing and Alior Leasing. PZU also began to choose Agents to work with Pekao Bank. Agents will be able to offer clients to open savings and checking accounts.
Key Agent Teams
Tied Agent Teams
The year 2024 saw the beginning of recruitment and onboarding for Agents under the new model, thus continuing the actions started in 2023. Vendors wishing to cooperate with PZU can receive full support– additional remuneration for sales during the first 12 months of induction, and a client base. In addition to standard classroom training, Agents can expand their knowledge through webinars or e-learning. As at the end of December 2024, the agency network had 4,292 Tied Agents and 3 256 OFWCAs (Natural Persons Performing Agency Activities).
Tied Agents cooperate with PZU in two models: as field agents and office agents, and they meet strict client service standards. The year 2024 marked yet another time that PZU was awarded the title of the “Best Insurer in Poland”, which evaluated the category of the Best Service at the Facility.
There were 1 346 tied agent offices at the end of 2024. Improvement of the professionalism and quality of client service in the agent’s offices, and increasing their physical presence in the field are the priorities of the network development. Training in service quality standards, substantive support for the sales teams, and financial support from PZU.
PZU Życie Tied Agent network
In 2024, PZU Życie continued the development of the PZU Życie Tied Agent network, improving client service standards and implementing new products. These activities are primarily aimed at high quality and availability of products and services to the client.
The operations of The MDRT.PZU Club were continued in 2024. It is a mentoring program aimed at supporting salespeople in achieving sales goals that enable them to join the Million Dollar Round Table (MDRT), an organization of the top 1% of the world’s best financial agents and advisors. The program includes development activities to improve participants’ sales skills and competence in organizing and managing their own work.
In 2024, work was continued on an electronic application to support the referral conversation during a sales meeting and to ensure that the referrer is comfortable with providing the agent or advisor with contacts to third parties.
This results in the use of an electronic process for communicating with the referral before direct contact is made, obtaining confirmed consent from the referrer for the referral, and a secure and GDPR-compliant process for processing and archiving personal data.
PZU sales hotline
The Remote Sales Office focuses on developing sales while maintaining high quality and the highest possible standards of client service. To this end, hotline salespeople improve their competencies, also in terms of current client preferences and market trends. In the past year, all members of the team participated in, among other things, a training course to increase their awareness of and responsibility for implementing ESGrelated guidelines.
Their high competences are proven by the awards received, including: 1st place in the Sales and Retention category, and an honorable mention in the Best Trainer category in the nationwide Polish Contact Center Awards competition.
In the Direct sales channel, in addition to insurance aimed at the individual client, there is also an offer for companies in the SME sector. Consultants specializing in corporate client service, have in their areas of expertise, among others, insurance of company property, electronic equipment or civil liability. As of mid-2024, clients interested in such insurance can also use an insurance wizard designed for their needs on the pzu.pl website. This has made the protection of company assets in PZU even more accessible and learning about the initial offer as simple as possible.
In the past year, work began on implementing tools to support consultants based on artificial intelligence technology. These solutions are designed to reduce the time it takes to find information and thus speed up the processing of client inquiries.
The activities and initiatives carried out in the Remote Sales Office are reflected in the results of the client satisfaction survey. In 2024, 95% of clients highly rated the knowledge and competence of infoline consultants. A similar percentage of clients positively rated their commitment and willingness to help when talking about insurance purchase. In turn, overall satisfaction with the purchasing process is expressed by as many as 96% of clients.
mojePZU
The service and sales channel launched in 2018, while listening to clients’ needs and observing market trends. mojePZU combines the conveniences of a modern, intuitive solution with the valuable assets that have been the hallmarks of PZU for many years. mojePZU is the most extensive platform on the Polish insurance market, available on the computer and as the mojePZU mobile app.
The number of users is growing steadily – in 2024, mojePZU had more than 4.9 million clients, 61% of whom makes use of the application.
mojePZU is a space for developing and maintaining client relations in the digital world, offering numerous functionalities and strengthening the omni-channel solution. Clients can, among other things, buy new products, renew an existing policy, view details of an offer received from a vendor, see details of their policies, report a claim and check its status, or complete numerous service processes, for example the return of surplus or disposal of a vehicle.
Medical services are very popular. They include picking up an e-prescription, arranging tests or doctor’s appointments. In addition, users can invest their savings and use the sports and recreation subscription of PZU Sport.
mojePZU is constantly being developed and supplemented with new functionalities and services. Automation of service processes translates into saving clients’ time, and digitalization of correspondence means less paper consumption.
In 2024, mojePZU was the winner in the competition organized by the Institution of the Year, in the category “Best remote travel policy process.”
Cooperation with banks in the area of distribution
PZU’s bancassurance and assurbanking business is based on cooperation with the PZU Group banks: Alior Bank (in PZU Group since 2015) and Bank Pekao (in PZU Group since 2017), as well as in distribution of bancassurance insurance products through banks outside the Group.
At the end of 2024, more than 7.6 thousand banking advisors (4.4 thousand in Bank Pekao and 3.2 thousand in Alior Bank) were enrolled in the Register of Insurance Agents. The overriding objective of the cooperation is to reach the largest number of clients using multiple distribution channels and provide insurance cover to bank clients. The PZU Group's strategy for 2025–2027 focuses on further strengthening relationships with Group banks and partnering with the broader banking market.
Active cooperation with Bank Pekao and Alior Bank allows us to consistently expand the range and scale of sales of insurance products linked to banking products, including insurance for cash loans and mortgages, as well as unrelated products, i.e. motor, travel and real estate insurance.
Within bancassurance, cooperation with Bank Pekao and Alior Bank covers the sales of the following products:
with Bank Pekao:
- non-life and life insurance with mortgage loans, cash loans, personal bank accounts (RORs) and credit cards;
- investment products;
- travel insurance;
- motor insurance;
with Alior Bank:
- non-life and life insurance for cash and mortgage borrowers;
- investment products;
- travel insurance;
- ADD insurance with health package.
In the area of protective insurance, active work was underway to adapt products and processes to the requirements of the amended Recommendation U, the provisions of which came into force on 1 July 2024. By the end of June, changes were prepared and implemented in key insurance products distributed by banks. The most significant changes were the addition of new risks which increased client value.
In 2024, PZU LifeŻycie continued to wor with the Group’s banks: Pekao Bank and Alior Bank as well as VeloBank in the sale of unit-linked and products with guaranteed sums insured (SPE).
Thanks to the cooperation with these banks, the high level of sales of SPE products, which take advantage of the potential of high interest rates, continued in 2024, and a material increase in sales of unit-linked investment products was observed.
With the Recommendations of the Polish Financial Supervision Authority (UKNF) in effect from 1 April 2024 for insurance companies on assessing the suitability of life insurance with an investment component took effect, and the distribution processes of unit-linked products has been adapted to the new requirements.
Cooperation with the banks allows us to consistently expand the range and scale of sales of insurance products linked to banking products, including insurance for cash loans and mortgages, as well as unrelated products, i.e. motor, travel and real estate insurance.
PZU is one of the largest Bank Pekao’s external partners acquiring new clients for the Bank in the sales of personal bank accounts (RORs) via the bank’s Pekao360 app.
In 2024, PZU increased the scale of sales and expanded the banking product sales network. End-to-end sales of the individual account in the remote (telephone) and stationary (branches and agencies) channels, as well as leads on loan products, continued.
Implemented end-to-end sales of a cash loan to the bank’s existing clients at the PZU Call Center on a pilot basis.
Technological work on customizing the Pekao360 sales application for PZU Tied Agents has been completed.
Tied Agents were introduced to sell banking products in Q3 2024.
PZU and Pekao service desks were integrated, allowing for the transfer of requests concerning the Bank’s applications from PZU distribution channels.
Strategic partnerships
The PZU Group strives to create an ecosystem in which the overriding objective is to manage client relations skillfully by offering client solutions in all venues accessible to them. This contributes to intensifying activities in strategic partnerships with companies operating on the Polish market, among others, telecommunication operators, power utilities, retail chains and airlines, regarding joint offering of non-life and life insurance to the clients of such institutions.
Within the framework of its strategic partnerships, PZU offers a number of insurance contracts to the business partners’ clients, including:
- electronic equipment insurance and phone insurance;
- assistance insurance guaranteeing services of professionals, e.g. electrician, plumber and brown goods/white goods servicing staff, who provide help in the case of a failure in the household;
- insurance of photovoltaic installations;
- travel insurance.
In 2024, PZU cooperated with 11 strategic partners. Those are leaders in their respective industries and they have client bases offering the possibility of extending the PZU’s offering with additional innovative products geared towards those clients. For example, PZU cooperates with power sector companies to offer assistance services – assistance of an electrician, a plumber, or health assistant.
Health products
Health products – in the form of life & health and property insurance as well as noninsurance products – are distributed through all sales channels of the PZU Group, including the corporate and agency network of PZU and PZU Życie and the sales network of PZU Zdrowie.
The COVID-19 pandemic also contributed to an increase in sales through the digital channel of the mojePZU website where clients may choose from the new offering of prevention packages and individual medical subscriptions as well as individual medical consultations delivered both in the form of teleconsultations and stationary appointments.
Health products distribution network
Contact channels (outside facilities)
PZU Zdrowie’s 24-hour medical hotline – 801 405 905 or 22 505 15 48
Mobile app / self-service website mojePZU with access to the calendar of appointments of each center
Development of the scale of PZU operations
Amenities for patients receiving medical care from PZU Zdrowie
Investment products
TFI PZU acquires assets for management within the framework of the following four business models:
raising funds as part of strengthening its position in the pension market through EPSs and ECSs, whose assets exceeded a total of PLN 15.9 million; in 2024, additional assets of PLN 88 million were raised from transfers as a result of acquisitions of EPS programs;
cooperation with external entities, such as banks, brokerage houses, insurers and independent financial advisors (IFAs) that distribute TFI PZU funds to retail and institutional clients. The external distribution model was launched in 2011 and is rapidly expanding in scope by acquiring new partners in traditional and remote channels. As at the end of 2024, TFI PZU was working with 19 institutions in this channel;
the use of own and partner networks related to PZU – a network of PZU insurance branches, PZU Group member banks (Bank Pekao and Alior Bank) and TFI TFI’s own sales network;
the youngest distribution model is the online inPZU platform launched in 2018 along with the launch of the first umbrella of index funds in Poland, which at the end of 2024 was comprised of 22 asset classes.
inPZU
The online platform, inPZU.pl, launched in 2018, enables clients to independently invest in the first fully proprietary index funds, actively managed funds, and IKE and IKZE products in Poland.
The platform is available 24/7, both in the desktop version and on any mobile device, and since 2020 also an English language version has been available. On the inPZU website, users may compare funds, define their investment objectives and personalize them. inPZU also enables users to search for funds and ready-made model portfolios as well as pay for their orders online. The platform is available to both individual and institutional clients. This is an attractive tool both for advanced investors and persons who are just starting to invest their savings.
TFI PZU provides a hotline to serve clients, participants, TFI PZU fund distributors and Employers. The hotline is open Monday through Friday on business days, and the number of calls made on the hotline in 2024 reached about 200 thousand.
The scope of information provided by the consultant on the hotline depends on the caller’s level of identification. Clients can receive public information about the Funds or the rules of participation in the Funds. Information related to the handling of a register of a specific Participant can be provided after they are identified by a Consultant (the Consultant authorizes the Participant during the call by verifying the selected sets of data recorded in the Participant’s register). Participants who are fully verified in the IVR system, and in the next step, by a consultant can place orders and instructions by phone in selected products. Participants in this service have a wide range of financial orders and non-financial instructions at their disposal.
PTE PZU
Payments to OFE PZU originate from pension insurance contributions transferred by the Social Insurance Institution (ZUS) in accordance with the decision made by the insured, under the second pillar of the pension system.
Client acquisition for individual pension security accounts by DFE PZU is carried out through the following distribution channels:
- the Internet;
- PZU Życie;
- Bank Pekao;
- external distributors.
The online contracting tool is the Contract Wizard, available at HERE. With this solution, clients may easily open their individual pension security accounts without the need to send any documents. Sales activities carried out in 2024 indicate that online actions have the greatest sales potential.
In 2024, educational activities were carried out; they were related to communication of contribution limits on individual pension security accounts, information on the possibility of taking advantage of the tax credit, and building awareness of pension security and retirement saving.
PTE PZU in 2024 introduced a new product Individual Retirement Account at DFE PZU. The product was launched in March 2024.
Banking products
Bank Pekao
Clients of Bank Pekao can use a broad network of branches and ATMs, which provides convenient access throughout Poland, as well as a professional call center and a competitive Internet banking and mobile banking platform for individual and corporate clients, and for small and micro businesses.
As at 31 December 2024, the bank had 573 own branches and 1 314 own ATMs.
One of Bank Pekao’s key strategic aspirations is to achieve a digitization rate of nearly 100%. The PeoPay banking application is becoming the main channel of contact with clients. The bank plans to develop advanced data analytics and modern sales support tools to personalize its offerings, improve service quality and increase the propensity to recommend services. The goal and measure of success in this area will be a leap in client satisfaction rankings.
In 2024, the number of active mobile banking clients increased to 3.4 million, thus exceeding the target set in the strategy for the end of 2024. The number of mobile banking users was 11% higher than a year prior and 31% higher than two years prior.
In 2024, Bank Pekao added numerous new functionalities and upgrades to its online banking Pekao24, PeoPay and PeoPay Kids, for instance:
- the “Skarbonka” account, which supports saving for a selected purpose,
- presentation of client insurance: travel PZU, property for Mortgage Loan (PZU), life for Mortgage Loan (PZU), for Credit Card with Bison;
- new discount program “Bargains with Bison” with promotions and discounts;
- Miles & More program registration;
- adding geolocation in the parking payment service;
- availability of public transportation tickets before logging into the application;
- improvements in payments and transfers: request for BLIK transfer in PeoPay, ability to send transfer confirmation directly to the email indicated by the client, “Make another transfer” function, display of transfer cost information;
- providing loan products for the business segment client;
- facilitating opening a business with an account from within PeoPay;
- bank statements in JPK format;
- handling PESEL number restriction in the process es;
- two-factor login to the Pekao24 service using the PeoPay app;
- the ability for clients to block the function of concluding credit agreements in the Pekao24 service and PeoPay app, and when entering into a relationship with the bank when opening an account;
- “Panic Button” – one place to lock channels and cards in a stressful situation;
- new editions of educational games in the PeoPay KIDS app;
- expanding the functions of the Parent Panel in terms of consents and declarations, changing transaction limits, blocking access channels, changing card limits, and managing access to the accounts of a 13+ teenager.
Alior Bank
At the end of 2024, Alior Bank had 516 branches (157 traditional branches, 7 Private Banking branches, 12 Corporate Banking Centers , 9 Microentreprises and 331 partner branches). The bank’s products were also offered in the chain of 10 Mortgage Centers and a network of roughly 2.2 thousand credit intermediaries. Until 30 November 2024, the Bank also conducts its business through a Branch in Romania, where client service is provided through remote channels.
By the end of 2024, Alior Bank upgraded its 91 branches to the new format. The role of the new branches is primarily to digitize clients and branch processes, provide convenience and privacy for clients, and improve bankers’ convenience. The distinguishing features of these branches include their innovative design and the use of modern technologies.
Alior Bank also uses distribution channels based on a modern IT platform incorporating: online banking, mobile banking, call centers and the DRONN technology.
In 2024 Alior Bank was mostly dedicated to work on optimizing the existing and introducing new solutions for Alior Online and Alior Mobile. These efforts contributed to the implementation of the Bank’s strategy and to the increase of revenue from the Internet and mobile channels.
Alior Bank provides clients with modern technological solutions that enable them to use the services offered in a simple, secure and functional way.
As expected by users of the Alior Mobile application, further possibilities of its personalization were added, including the ability to choose the elements shown on the start screen, including a new element “Don’t forget,” which is designed to remind clients of the repayment of an installment of a loan, credit card or the upcoming deadline of standing orders. The option to create shortcuts in the app to the most frequently used functions has been expanded to include more services, including the „Highways” and „Tickets and Parking” functions.
A “My Matters” section has been made available, where clients can make an instruction, request an opinion or as something themselves. “My Matters” consists of three modules “Dispositions and Documents,” “Complaints” and “Questions and Suggestions.” In addition, the ability to make a foreign/currency transfer in Alior Mobile for individual clients has been implemented.
In H1 2024, a new functionality within the Alior Pay credit limit, “Top up your account,” was made available to clients. It allows clients to credit their Alior Bank savings and checking account with an amount from PLN 500 up to the available balance of the Alior Pay limit.
An e2e consolidation process has been implemented, which provides the ability to consolidate external/internal liabilities based on the existing algorithmic process available on Alior Online and Alior Mobile channels. The process includes in its scope the possibility of full repayment of the indicated credit liabilities at Alior Bank, as well as other liabilities from the BIK, for the repayment of which the client is creditworthy under the calculated preapproved offer.
As of 1 June 2024, for security reasons, Alior Bank has been obliged to verify whether the PESEL of the person who wants to sign a credit agreement or bank account is in the register of restricted PESEL numbers. If the PESEL is restricted, clients are not allowed to enter into a deposit/credit agreement or withdraw cash above the amount specified by law. This obligation is set forth in the Law of 7 July 2023, amending certain laws to reduce some of the consequences of identity theft, and the Law of 24 September 2010 on the population register. In addition, support for transaction restrictions has been introduced for clients with expiring and overdue ID cards.
In addition, the application’s actions when using remote desktop support tools for the iOS platform have been limited. To protect client data from accidental sharing, recording and application screen sharing are blocked.