Murat Kaya, General Manager of Mim Gökmen Insurance Brokerage Services and Sigorta Company, highlighted the critical role played by insurance agents in the development of the insurance sector in Turkey, noting that insurance awareness has increased noticeably in recent years, particularly in the Eastern and South-Eastern Anatolia regions. Kaya emphasised that behind this transformation are agents who are actively working on the ground, engaging directly with citizens and explaining the importance of insurance.
Stating that increasing insurance penetration rates across Turkey is not possible solely through companies developing products, Kaya noted that insurance agents act as a bridge of trust between citizens and the sector.
“The development of insurance awareness is a long-term process. Particularly in the Eastern and South-Eastern Anatolia regions, where interest in insurance was relatively low in previous years, we are now seeing a very different picture. Our citizens are now researching and demanding not only compulsory insurance but also products such as home, health, workplace, agricultural and supplementary health insurance. The key architects of this change are the insurance agents working with great dedication on the ground,” he said.
“Agents Strengthen the Element of Trust”
Murat Kaya, noting that the concept of trust lies at the heart of the insurance industry, said that in many provinces of Anatolia, citizens place great importance on face-to-face communication and advisory services when making insurance decisions.
Kaya said, “What is far more important than the sale of a policy is ensuring the customer is protected with the right cover. Insurance agents are not merely institutions that issue policies. They are also risk advisors, guides, and the most important points of support standing by the customer in the event of a claim. Our citizens better understand the true value of insurance through agents they trust.”
The Importance of Insurance in Regional Development is Growing
Noting that the economic activity, increased investment and establishment of new businesses in the Eastern and South-Eastern Anatolia regions have also boosted interest in insurance, Kaya noted that businesses in the region are now placing greater emphasis on risk management.
Kaya, highlighting that awareness of insurance has risen particularly among SMEs, said, “Businesses are now aware of how seriously potential risks could impact their operations. A significant awareness is beginning to form regarding fire, natural disasters, business interruption, cyber risks, and the need for employee protection. At this point, our agents step in and offer businesses solutions tailored to their needs,” he said.
Interest in Agricultural and Health Insurance is Rising
Murat Kaya, highlighting that agriculture and livestock farming play a significant role in the region’s economic structure, stated that interest in agricultural insurance has also increased significantly in recent years.
Noting that the impact of climate change, drought, frost and natural disaster risks on producers is becoming increasingly felt, Kaya stated that producers have come to understand the importance of insurance in protecting their incomes.
Meanwhile, Kaya noted that there has also been significant growth in health insurance, stating that demand for Supplementary Health Insurance products in particular is increasing day by day. Noting that citizens are turning to health insurance to gain faster access to quality healthcare services, Kaya highlighted that agents’ awareness-raising efforts have made a major contribution to this process.
“We Will Further Increase Insurance Penetration Rates”
Murat Kaya, noting that Turkey still possesses significant growth potential in terms of insurance penetration, stated that the role of agents in the sector’s future would become even stronger.
Kaya said, “We will continue to work together to spread insurance awareness across all sections of society. We are particularly pleased with the progress made in recent years in the Eastern and South-Eastern Anatolia regions. The awareness of our citizens and businesses regarding the need to safeguard against risks is increasing. A major share of this success belongs to our insurance agents who work tirelessly on the ground. In the coming period, we will continue our efforts to increase insurance coverage rates, extend insurance culture to wider audiences, and strengthen the financial security of our citizens,” he said.
