Serhii Nikolaienko, Kateryna Kashchuk


This article discusses such an urgent problem as the introduction of insurance products through network marketing. It is noted that at present, MLM can become an effective agent network in the implementation of insurance services in the insurance market of Ukraine. The scientific works of many domestic and foreign scientists who are actively researching the activities of insurance agents are being investigated. The insufficiency of the insurance activities’ studies in introducing insurance products through such a sales channel as network marketing has been determined. Three models of the agent network managerial structures that are used by insurers are considered: simple horizontal, pyramidal, multi-level (MLM). It is proved that in foreign practice, multi-level marketing has long been an effective tool for introducing insurance services and managing an agent network. The laws that apply in society and in the consumer market are being specified. The advantages of network marketing are identified, as well as its disadvantages are highlighted. The essence and role of the distributor in the work of the agent network is determined. The authors disclose statistics on the feasibility of implementing network marketing when implementing insurance products. The economic efficiency of life insurance policies’ the implementation according to the MLM system has been proved. The importance of presentations, their types (collective and individual) and features are considered. Depending on the activities of network distributors, the following types are distinguished: “wholesale customers”, “active customers”, “weekend warriors”, and “entrepreneurs”. The network method significant advantages of  selling insurance products are highlighted, such as: saving insurance companies from many problems and costs associated with finding, hiring, motivating, training, developing and servicing agents; with high costs of doing business, a large staff of specialists; with advertising, search and customer acquisition and the like. The results of the study can be used both for further study of the life insurance market, and other types of risk insurance.


insurance company, insurance product, agent network, network marketing, insurance agent, distributor, life insurance

Full Text:




Bastrychev, V. S. & Zubermekha, Ye. M. (2008). Poserednytskyi strakhovyi rynok Ukrainy: marketynhovi aspekty [Ukraine's mediation insurance market: marketing aspects]. Visnyk Nats. un-tu «Lviv. Politekhnika» – Bulletin of the National university «Lviv Polytechnic», 63, 32–38. Retrieved from: [in Ukrainian].

Bryzghalov D. V. MLM-tehnologii v strahovanii [MLM technology in insurance]. Retrieved from: [in Russian].

Finansovyiy konsalting – nakopitelnoe strahovanie zhizni. Blog finansovyih konsultantov kompanii LIFE-LINE. [Financial consulting is life insurance. Blog of financial consultants of LIFE-LINE]. Retrieved from:почему-страховые-компании-предпочит/ [in Russian].

Haidash N. Kak strahovyie agentyi «dostayut» klientov. [How insurance agents «get» clients]. Retrieved from: [in Russian].

Kushelev, Yu. F. (2006). Prodazha strahovyih produktov setevyim metodom: podgotovka liderov struktur. [Sale of insurance products by network method: preparation of leaders of structures]. Organizatsiya prodazh strahovyih produktov – Organization of sales of insurance products, 2. Retrieved from: [in Russian].

Prykaziuk, N. V. (2011). Upravlinnia ahentskoiu merezheiu strakhovoi kompanii [Management of agency network of insurance company]. Visnyk Kyivskoho natsionalnoho universytetu imeni Tarasa Shevchenka. Ekonomika – Bulletin of Taras Shevchenko National University of Kyiv. Economy, 126, 27–30. Retrieved from: [in Ukrainian].

Tereshchenko, T. E. (2013). Strahovoy marketing: uchebnoe posobie v shemah, tablitsah, kommentariyah dlya studentov vyisshih uchebnyih zavedeniy, obuchayuschihsya po obrazovatelno-kvalifikatsionnyim urovnyam «spetsialist», «magistr» otrasli znaniy 0305 - «Ekonomika i predprinimatelstvo» po spetsialnosti 7.03050801, 8.03050801 «Finansyi i kredit» [Insurance marketing: a textbook in the schemes, tables, comments for students of higher education, studying at educational and qualification levels «specialist», «master» of the branch of knowledge 0305 - «Economics and Entrepreneurship» in the specialty 7.03050801, 8.03050801 «Finance»]. Dnepropetrovsk: Dnepropetrovskaya gosudarstvennaya finansovaya akademiya. Retrieved from: [in Russian].

Tkachenko, N. (2007). Shliakhy rozvytku poserednytstva na strakhovomu rynku Ukrainy [Ways to develop mediation in the insurance market of Ukraine]. Visnyk Kyivskoho natsionalnoho torhovelno-ekonomichnoho universytetu – Bulletin of the National University of Trade and Economics, Kiev, 6, 77–84 [in Ukrainian].

Zaiachkovska, H. A. (2016). Konspekt lektsii z dystsypliny «Merezhevyi marketynh» (studentiv napriamu pidhotovky 6.030507 «Marketynh» dennoi formy navchannia) [Synopsis of lectures on the discipline «Network Marketing» (students of the field of preparation 6.030507 «Marketing» full-time education)]. Ternopil: TNEU. Retrieved from:мережевий.pdf. [in Ukrainian].


  • There are currently no refbacks.