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 2025, it included 406 branches across the country, with 188 in small communities, and tied agents, multiagencies, insurance brokers and remote distribution channels.
In 2025, the PZU Group’s distribution network included:
In Poland, the PZU’s own agency network consisted of 7.5 thousand tied agents and customer advisors PZU and PZU Życie. Sales are conducted through the agency channel predominantly in the mass client segment, particularly of motor and non-life insurance as well as individual insurance (life insurance). LINK4 worked with 823 partners directly. In the Baltic Countries the Group’s agency network comprised 571 agents, while in Ukraine there were 147 agents;
On the Polish insurance market, the PZU Group cooperates with more than 4.5 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 13 multiagencies and 16 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 379 brokers and in Ukraine with 38 brokers;
In the insurance area in 2025, PZU cooperated with eight banks and nine strategic partners, PZU Życie with seven banks, TUW PZUW with two banks and seven strategic partners. LINK4 cooperated with five banks within various distribution models for mostly motor insurance and ten strategic partners. In the Baltic Countries, the cooperation included 6 banks and 9 strategic partners and 15 banks in the Ukraine;
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 hotline 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 customers as well as businesses from the small and medium-sized enterprise (SME) segment.
PZU continues to develop the professional agency sales network. Agents’ offices are always located close to customers, and the quality of service they provide is appreciated by them. 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. In 2025, the customer service standard was updated to reflect current market trends and customer preferences. Agents actively use modern CRM and remote service systems such as mojePZU. Most agents running offices offer advice regarding the customer property, life and health insurance. They also provide customers 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 customers 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.
2025 brought even closer cooperation with companies within the PZU Group. Now, 1,508 Tied Agents can offer LINK4 motor insurance to clients. Agents also offer leasing products in cooperation with Pekao Leasing and Alior Leasing. In addition, they may also offer Bank Pekao current accounts.
In 2025, new recruitment programs, Strong and Secure Start, were introduced, which significantly supported the growth of the agency network. New entrants receive full financial support during the first 12 months of onboarding, access to a CRM contact base, and professional preparation for the role of an exclusive agent, including training sessions, webinars, e-learning courses, and practical support from a manager.
Tied Agents cooperate with PZU in two models: as field agents and office agents, and they meet strict client service standards.
There were 1,285 tied agent offices at the end of 2025. 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 2025, PZU Życie continued to develop its network of PZU Życie Tied Agents by raising customer service standards, implementing new products and IT systems, and simplifying and digitalizing sales processes (including the introduction of online payments, electronic signatures, and the automation of a remote process enabling sales to be completed at any time, 24/7). The main objective of these activities is to ensure high quality and availability of products and services for customers, as well as to shorten the time required to complete the sales process.
PZU Życie supports its agents through, among other things, attractive training courses and development workshops, access to partner benefits, and promoting their online presence in response to strong customer interest in making contact through this channel.
The operations of The MDRT.PZU Club were continued in 2025. 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.
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, the competencies of both hotline sales staff and team managers are being enhanced. Over the past year, all managers participated, among other things, in a series of theoretical and practical training sessions supporting stress management.
In 2025, the “Direct in Shape” initiative was launched, aimed at improving employee well-being and preventing professional burnout.
In mid-2025, the Direct offering was expanded to include Doctors’ Third Party Liability Insurance, and within the Nurses’, Midwives’, Physiotherapists’ and Laboratory Diagnosticians’ Third Party Liability product, sales were extended to cover other professions (previously, only Nurses’ Third Party Liability Insurance was available in the direct offering). Sales of the PZU Cyclist insurance were also launched via the UBE Strefa platform.
In addition, in 2025 two supporting tools were implemented:
- Interactive CRM, which generates leads based on customer interactions with PZU websites.
- CC Quality Platform, a tool based on an LLM (Large Language Model) that enables large-scale analysis of conversations in the Direct channel.
The activities and initiatives carried out in the Remote Sales Office are reflected in the results of the client satisfaction survey. In 2025, 98% of clients highly rated the knowledge and competence of hotline 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 97% of customers.
Their high competences are proven by the awards received, including: First place in the „Institution of the Year” competition in the „Best Service in Remote Channels” category or advancement of the SME insurance sales team to the finals of the Polish Contact Center Awards in the „Best Consultant Team” category.
mojePZU
Launched in 2018, the mojePZU service and sales platform continues to evolve, responding to customer needs and market trends. It combines the convenience of modern, intuitive solutions with the values that have distinguished PZU for years.
It is the most comprehensive platform in the Polish insurance market, available both as a web version and as the mojePZU mobile app. Thanks to it, PZU customers have everything available in one place: quick access to services, simple handling, and full control over their products. The number of users continues to grow, in 2025, nearly 5.8 million customers used mojePZU, including 2 million who accessed it via the app.
mojePZU combines the convenience of modern solutions with comprehensive support in the world of insurance and additional services. It strengthens the omnichannel approach and gives customers full control over their products – in one place, online and on mobile.
mojePZU also provides access to medical services – collecting an e-prescription, scheduling tests and doctor’s appointments. It also enables customers to invest their savings and manage the PZU Sport sports and recreation package.
In the mojePZU service, customers can:
- buy new products,
- renew a policy,
- check details of the offers and their policies, report a claim and track its status,
- complete service processes, e.g., a refund of an overpayment or vehicle disposal.
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 the distribution of bancassurance insurance products through banks outside the Group. At the end of 2025, 7.4 thousand banking advisors (4.4 thousand in Bank Pekao and 3 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.
In the bancassurance area, the cooperation includes the sale 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;
- property insurance
with Alior Bank:
- non-life and life insurance for cash and mortgage borrowers;
- investment products;
- travel insurance;
- ADD insurance with health package.
- accident insurance for children and youth.
In 2025, changes were made to the offering of insurance products linked to cash loans by introducing a regular premium payment model, with premiums collected monthly, and discontinuing single-premium payments.
In 2025, PZU Życie continued to work with the Group’s banks: Pekao Bank, Alior Bank and VeloBankin the sale of unit-linked products and products with a guaranteed sum insured (SPE). As a result of this cooperation, a high level of sales of SPE-type products was maintained in 2025; despite declining interest rates, these products remained attractive to customers. At the same time, a significant increase was recorded in the sale of unitlinked investment products.
The range of available insurance capital funds was adjusted to comply with the requirements of the Regulation of the Minister of Finance of 10 February 2025 on investment policy of insurance capital funds (UFK).
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 2025, PZU expanded its sales network for banking products. 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. As part of a pilot project in the PZU Call Center, the sale of cash loans for existing bank customers was continued.
The main activities focused on stabilizing and improving processes in the Assurbanking area, including the development of service quality and sales effectiveness, which made it possible to maintain a high standard of cooperation with Bank Pekao and lay the foundations for future growth.
Strategic partnerships
The PZU Group strives to create an ecosystem in which the overriding objective is to manage customer relations skillfully by offering customer 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 customers of such institutions.
Within the framework of its strategic partnerships, PZU offers a number of insurance contracts to the business partners’ customers, 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 2025, PZU cooperated with 9 strategic partners. Those are leaders in their respective industries and they have customer bases offering the possibility of extending the PZU’s offering with additional innovative products geared towards those customers. 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 various sales channels of the PZU Group, including the corporate and agency network of PZU and PZU Życie.
The COVID-19 pandemic also contributed to an increase in sales through the digital channel of the mojePZU website where customers 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-servise 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
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 21.9 million; in 2025, additional assets of PLN 209 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 2025, 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 2025 was comprised of 43 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 customers. 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 via the hotline in 2025 reached about 147 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.
The Transfer Agent also operates an hotline dedicated to serving distributors and employers.
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 Retirement Security Accounts (IKZE) by DFE PZU is carried out through the following distribution channels: the Internet, PZU Życie, Bank Pekao, and external distributors. Customers for Individual Retirement Account (IKE) at DFE PZU are acquired through the Internet channel and external distributors. The tool used to conclude agreements online is the agreement generator available at http://ikze.pzu.pl. Sales activities carried out in 2025 indicate that the Internet offers the greatest sales potential.
In 2025, promotional and educational activities were conducted in connection with communicating the contribution limits for IKZE and IKE, providing information about the possibility of benefiting from a tax relief for contributions made to IKZE, and building awareness of pension security and retirement saving. As part of these educational efforts, an educational campaign entitled “You are an investor because you let your savings work” was launched, aimed at increasing awareness that savers are investors and, in doing so, create positive effects for the economy, the development of local communities, and their own retirement savings.
For DFE PZU customers, in 2025 PTE PZU continued a series of promotions waiving the contribution fee for both new (throughout the year) and existing (for five months) DFE PZU customers. In addition, a “loyalty” promotion was introduced for savers with more than seven years of participation, exempting them from the contribution fee.
Banking products
Bank Pekao
Bank Pekao provides customers with a broad nationwide distribution network, including its own and partner branches, an ATM network with convenient access throughout the country, a professional telephone service center, as well as modern online and mobile banking platforms for retail, corporate, and small and microenterprise customers.
As at 31 December 2025, the bank had 560 own branches and 1,363 own ATMs.
In 2025, the number of active mobile banking clients increased by 294 thousand to 3.7 million, 9% more than a year ago and 19% more than two years ago. The number of active mobile banking customers using the PeoPay app, increased by 328 thousand to 3.5 million and was 10% higher than a year ago and 23% higher than two years ago.
The most important projects implemented in 2025 in the Pekao24 service and the PeoPay application included, among others, the introduction of:
- a simplified activation of PeoPay in branches – the optimized process enables more efficient and faster execution of services in account sales and customer service, and supports user mobility;
- optimization of the selfie-based identity verification process, increasing the convenience and effectiveness of remote identification;
- passwordless login to Pekao24 – on trusted devices, it is sufficient to approve the login in PeoPay or by using a hardware key;
- a new process for activating the PeoPay application using an e-ID card, ensuring quick and secure launch of the application;
- a Notification Center in PeoPay – a dedicated section for security messages was introduced, giving customers continuous access to received alerts;
- cyberRescue – 24/7 support in the area of cybersecurity, as well as ongoing notifications about threats and fraud schemes;
- behavioral protection – analysis of typing patterns, mouse movements, or screen gestures makes it possible to create an individual behavioral profile of the customer and enhance the security of their data and funds in electronic banking;
- automatic generation of an authorization ID for consultants – verification of the hotline consultant’s identity directly in the application, increasing the security of contact with the Bank;
- Live Activities – the ability to track ticket validity and parking time in real time in the PeoPay application;
- changes resulting from the WCAG Accessibility Act – adaptation of the service and the application to requirements increasing accessibility for all users;
- Sorbnet transfer – the process was adapted to new regulations introducing the SORBNET3 system;
- bulk transfers and a series of split payment transfers, enabling multiple transfers to be executed simultaneously under a single order in the Pekao24 service;
- payment rings – allowing payments to be made with them, thanks to the tokenization of Visa and Mastercard Bank cards (both debit and credit cards);
- e-vignettes – a function for purchasing electronic vignettes for highways and roads in Bulgaria, the Czech Republic, Slovakia, Slovenia, Switzerland and Hungary.
Alior Bank
At the end 2025, Alior Bank had 479 branches (149 traditional branches, 7 Private Banking branches, 12 Corporate Banking Centers, 11 Micro Sales Centers and 311 partner branches). The Bank’s products were also distributed through a network of approximately 2.2 thousand credit intermediaries. Alior Bank also uses distribution channels based on a modern IT platform (including online banking, mobile banking, call centers, and DRONN technology).
By the end of 2025, Alior Bank upgraded its 94 branches to the new format. The role of the new branches is primarily to digitize customers and branch processes, provide convenience and privacy for customers, and improve bankers’ convenience. The distinguishing features of these branches include their innovative design and the use of modern technologies.
In 2025, in the area of digital banking, Alior Bank was mostly dedicated to work on optimizing the existing and introducing new solutions for Alior Online and Alior Mobile. These activities contributed to the implementation of the Bank’s strategy “Alior Bank. Or nothing at all”.
In an effort to provide the best possible customer experience, the implementation of the mobile strategy began by preparing the Alior Mobile application for the growing traffic and user needs.
A large part of the work in the first half of 2025 was focused on strengthening the technological foundations in order to significantly accelerate the pace of business development in the second half of the year. Thanks to the measures taken, the number of possible simultaneous sessions has been significantly increased (from 11 thousand to 50 thousand sessions) and overload-related failures (occurring in 2024) have been eliminated. At the same time, activities were carried out to increase the efficiency of the manufacturing process and prepare the application to take advantage of the cloud potential.
Work was also carried out on functional development of the application and improvement of solutions to increase the satisfaction of Alior Mobile users.
In 2025, work was underway to comply with the requirements of the EAA directive. The Alior Mobile application has been customized for people with special needs. Key areas of the application have been modified to allow management of font size while maintaining adequate contrast. Supporting the visually impaired and blind, navigation has been simplified with built-in assistants such as Talk Back and Voice Over, and contexts have been added for many functions. Aiming to support those using an external keyboard or specialized reader, the ability to navigate through the application and perform functions using these tools has been added.
BLIK Recurring Payments – Alior Bank offers a recurring payment solution that allows clients to conveniently and securely pay recurring obligations such as subscriptions, phone and Internet bills or purchases at selected online stores.
Customers whose installment loans are serviced by Alior Bank were provided, in August 2025, with the option to repay an installment using a BLIK code generated in another bank’s mobile application.
The Currency Exchange Office service in Alior Online and Alior Mobile allows you to exchange: PLN, EUR, USD, GBP, CHF 24 hours a day, 7 days a week, and the exchange takes place between the client’s currency accounts in real time. The service offers clients a number of conveniences such as the ability to pay for currency purchases using a BLIK code, set exchange orders at a set rate, and currency rate notifications. The Currency Exchange Office service at Alior Online and Alior Mobile is free and available to all individual clients.
Alior Mobile has added the ability to manage items such as shortcuts or saved recipients on the desktop. In addition, access to the messages the client receives from the Bank has been made easier.
In the second half of 2025, Alior Bank continued work on implementing a low-code platform for the efficient development of sales and post-sales processes. The Eximee platform with Camunda BPM was implemented. In November 2025, the mobile application was integrated with it, enabling low-cost implementation of the aforementioned processes in an omnichannel environment. The first such implementation is to provide customers with the ability to submit government applications („Rodzina 800+” („Family 800+ Benefit”) and „Dobry Start” („Good Start”)) in the Alior Mobile.
In December 2025, the mobile application was enhanced to enable customers to complete the MiFID Questionnaire and submit applications for a brokerage account (including IKE and IKZE) as well as for Alior Trader. This marked the first phase of work on Digital Investments, enabling comprehensive handling of investment funds and brokerage services directly from Alior Mobile.
