In order to best utilise its business potential, VIG follows a diversified distribution strategy in its markets that uses a variety of different channels to reach new customers. In addition to the Group's own field staff, these also include independent brokers and agents, multi-level marketing, direct sales and banks. The combination of distribution channels used depends on the local characteristics of the market and is aimed at satisfying the particular preferences of the local population for receiving advice.

The importance that a distribution channel has for a particular market depends both on the statutory framework and the state of development of the insurance industry in that market. Bank distribution has become more important in many markets in recent years. VIG recognised this trend and now benefits from a partnership it established in 2008 with the Erste Group, a leading bank group in Austria and the CEE region. VIG acquired all of the Erste Group's insurance activities at the time and entered into a long-term cooperation agreement with the group. This agreement includes a commitment by Erste Group companies to sell the insurance solutions of Vienna Insurance Group, and a commitment by VIG to offer selected Erste Group banking products to its customers.