The sale of insurance products through the bancassurance channel has rapidly gained popularity in India. Consumers who make use of joint services provided by banks and insurance companies weigh different considerations when making purchases and evaluate different standards to gauge their degree of satisfaction. This study examines the factors that influence customer purchasing behaviour and satisfaction with bancassurance, using a sample of 150 respondents from three districts in Kerala. The findings suggest that after purchasing insurance through agents, banks are emerging as the next best option, due to their commitment, cost savings and return on investment. Majority clients prefer to buy future insurance policies through bancassurance, citing advantages like current policy information, fast premium payments, and efficient claims processing. Therefore, the future of bancassurance in India looks promising if partnering companies effectively channel their efforts to meet the customers’ needs.