Switzerland-based Baloise Holding, a provider of insurance products and services, has commenced operations in the Serbian market with its own newly founded subsidiary, which will sell life and non-life insurance products.

The newly founded Zivotno Osiguranje Basler and Nezivotno Osiguranje Basler have started operations in Belgrade. Baloise plans to tailor insurance packages to the needs of doctors and other medical personnel and distribute life insurance services through banks.

According to the company, the Serbian insurance market has impressive growth potential, especially in personal lines.