Estratégias de Cross-selling em uma corretora de seguro: avaliação de desempenho operacional e impacto financeiro

Abstract

The Brazilian insurance market presents high economic relevance and growing competitiveness, characteristics intensified by the strong coercive and normative isomorphism exerted by the Superintendency of Private Insurance (SUSEP), which homogenizes the sector and restricts product differentiation. Given this scenario of regulatory limitation to innovation, insurance brokerages are required to adopt alternative commercial strategies to ensure business sustainability, with cross-selling being an essential practice to optimize operational efficiency. Under the lens of Institutional Theory, this study aimed to analyze the adoption of the cross selling strategy in an insurance brokerage firm as an adaptive response to increase profitability and strengthen customer relationships. To this end, qualitative and exploratory research was conducted through a case study in a brokerage firm located in the state of Minas Gerais, utilizing questionnaires with salespeople, documentary analysis, and participant observation as data collection instruments, totaling 25 valid responses. The results indicated that cross-selling is widely recognized by professionals as an effective strategy for increasing sales within the active client base, strengthening commercial bonds, and fostering loyalty. In the quantitative scope, the practice accounted for 35.40% of commissions from new insurance policies, demonstrating a highly relevant impact on the organization's financial performance. It is concluded that cross selling constitutes a vital strategic path for the survival and differentiation of insurance brokerages when facing the institutional rigidity imposed on the sector.