This is an analysis of the increasing convergence of banking and insurance in the retail area, a trend often referred to as bancassurance. In the first part of the book, industry- and firm-level characteristics which contribute to the increasing level of cross-industry penetration in the banking and insurance sector are analyzed. The second part of the book provides an account of banks' entry strategies into insurance. It focuses on identifying the key factors which determine whether or not entry will be successful. The book includes case studies of particular banks. provides an account of banks' entry strategies into insurance.