{"id":641,"date":"2026-06-23T23:20:23","date_gmt":"2026-06-23T20:20:23","guid":{"rendered":"https:\/\/sigorta.nesiblog.com\/?p=641"},"modified":"2026-06-23T23:20:23","modified_gmt":"2026-06-23T20:20:23","slug":"yavuz-olken-sigortacilik-fabrika-ayarlarina-donmeli","status":"publish","type":"post","link":"https:\/\/sigorta.nesiblog.com\/?p=641","title":{"rendered":"Yavuz \u00d6lken: \u201cSigortac\u0131l\u0131k fabrika ayarlar\u0131na d\u00f6nmeli\u201d"},"content":{"rendered":"<h4 class=\"wp-block-heading\"><strong>AXA Sigorta CEO\u2019su Yavuz \u00d6lken, Sigorta Arac\u0131lar\u0131 Zirvesi 2026\u2019n\u0131n ikinci g\u00fcn\u00fcndeki a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131nda, 2026\u2019n\u0131n sekt\u00f6r i\u00e7in bir haz\u0131rl\u0131k y\u0131l\u0131 oldu\u011funu belirterek 2030 hedeflerine ula\u015fabilmek i\u00e7in sigortac\u0131l\u0131\u011f\u0131n fabrika ayarlar\u0131na d\u00f6nmesi gerekti\u011fini s\u00f6yledi. \u00d6lken, fiyat rekabeti yerine m\u00fc\u015fteri odakl\u0131 b\u00fcy\u00fcme, veri, yapay zek\u00e2, empati ve \u00f6nleyici sigortac\u0131l\u0131k yakla\u015f\u0131m\u0131n\u0131n sekt\u00f6r\u00fcn gelece\u011fini \u015fekillendirece\u011fini vurgulad\u0131.<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sigorta sekt\u00f6r\u00fcn\u00fcn t\u00fcm da\u011f\u0131t\u0131m kanallar\u0131n\u0131 ayn\u0131 platformda bulu\u015fturmay\u0131 hedefleyen Sigorta Arac\u0131lar\u0131 Zirvesi (SAZ) 2026, 22-23 Haziran tarihlerinde \u0130stanbul\u2019da d\u00fczenlendi. \u0130lk kez do\u011frudan sigorta arac\u0131l\u0131\u011f\u0131 ekosistemine odaklanan zirvede; acentelik modellerinden yapay zek\u00e2 uygulamalar\u0131na, dijitalle\u015fmeden yeni da\u011f\u0131t\u0131m kanallar\u0131na kadar sekt\u00f6r\u00fcn gelece\u011fini \u015fekillendirecek ba\u015fl\u0131klar ele al\u0131nd\u0131.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Zirvenin ikinci g\u00fcn\u00fc, <strong>AXA Sigorta CEO\u2019su Yavuz \u00d6lken<\/strong>\u2018in a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131yla ba\u015flad\u0131. \u00d6lken, konu\u015fmas\u0131nda 2026\u2019y\u0131 sigorta sekt\u00f6r\u00fc i\u00e7in \u201chaz\u0131rl\u0131k y\u0131l\u0131\u201d olarak nitelendirirken 2030 hedeflerine ula\u015fabilmek i\u00e7in sekt\u00f6r\u00fcn fabrika ayarlar\u0131na d\u00f6nmesi, m\u00fc\u015fteri odakl\u0131 b\u00fcy\u00fcme modelini benimsemesi ve teknik sigortac\u0131l\u0131\u011f\u0131 yeniden merkeze almas\u0131 gerekti\u011fini vurgulad\u0131.\u00a0<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201c2026, haz\u0131rl\u0131k y\u0131l\u0131\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sekt\u00f6r\u00fcn son iki y\u0131lda \u00f6nemli bir b\u00fcy\u00fcme kaydetti\u011fini ancak bu b\u00fcy\u00fcmenin niteli\u011finin do\u011fru analiz edilmesi gerekti\u011fini s\u00f6yleyen \u00d6lken, prim \u00fcretimi, bilan\u00e7o b\u00fcy\u00fckl\u00fc\u011f\u00fc ve komisyon gelirlerinde art\u0131\u015f ya\u015fand\u0131\u011f\u0131n\u0131 ancak sekt\u00f6r\u00fcn oda\u011f\u0131n\u0131 art\u0131k b\u00fcy\u00fcmeden \u00e7ok s\u00fcrd\u00fcr\u00fclebilir geli\u015fime \u00e7evirmesi gerekti\u011fini ifade etti.<\/p>\n<p class=\"wp-block-paragraph\">2026\u2019y\u0131 \u201cger\u00e7ek bir haz\u0131rl\u0131k y\u0131l\u0131\u201d olarak g\u00f6rd\u00fc\u011f\u00fcn\u00fc dile getiren \u00d6lken, 2030 hedeflerine ula\u015fabilmek i\u00e7in sekt\u00f6r\u00fcn bug\u00fcnden yat\u0131r\u0131m yapmas\u0131 gerekti\u011fini belirterek \u201c2026 yat\u0131r\u0131m yapma y\u0131l\u0131d\u0131r, m\u00fc\u015fteriyi tan\u0131ma y\u0131l\u0131d\u0131r, m\u00fc\u015fteriye nas\u0131l davranaca\u011f\u0131n\u0131 \u00f6\u011frenme y\u0131l\u0131d\u0131r\u201d dedi.<\/p>\n<p class=\"wp-block-paragraph\">Sigorta arac\u0131lar\u0131n\u0131n t\u00fcm da\u011f\u0131t\u0131m kanallar\u0131yla birlikte bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn merkezinde yer ald\u0131\u011f\u0131n\u0131 vurgulayan \u00d6lken, sekt\u00f6r\u00fcn art\u0131k \u201cne kadar b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc\u201d de\u011fil, \u201changi alanlar\u0131 geli\u015ftirmesi gerekti\u011fini\u201d konu\u015fmas\u0131n\u0131n daha do\u011fru olaca\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cSigortac\u0131l\u0131k fabrika ayarlar\u0131na d\u00f6nmeli\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Hiperenflasyon d\u00f6neminin sigorta sekt\u00f6r\u00fcnde rehavet olu\u015fturdu\u011funu ifade eden \u00d6lken, finansal gelirlerin s\u00fcrekli devam edecekmi\u015f gibi alg\u0131lanmas\u0131n\u0131n sekt\u00f6r\u00fc i\u015fin \u00f6z\u00fcnden uzakla\u015ft\u0131rd\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">\u201c\u0130\u015fimizin \u00f6z\u00fcne d\u00f6nme y\u0131l\u0131d\u0131r 2026, bence fabrika ayarlar\u0131na d\u00f6nme d\u00f6nemidir\u201d diyen \u00d6lken, \u015f\u00f6yle devam etti: \u201cSekt\u00f6r\u00fcn fabrika ayarlar\u0131; m\u00fc\u015fteriyi anlamak, riski do\u011fru de\u011ferlendirmek, da\u011f\u0131t\u0131m kanallar\u0131n\u0131 g\u00fc\u00e7lendirmek, sadele\u015fmek, iyi ve k\u00f6t\u00fc riski do\u011fru ayr\u0131\u015ft\u0131rmak, s\u00fcrd\u00fcr\u00fclebilir fiyatlama ve komisyon yap\u0131s\u0131 olu\u015fturmak ile \u00f6\u011frenerek b\u00fcy\u00fcmekten olu\u015fuyor.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Teknoloji, dijitalle\u015fme ve b\u00fcy\u00fck verinin bug\u00fcn sekt\u00f6r\u00fcn elindeki en \u00f6nemli f\u0131rsatlar oldu\u011funu belirten \u00d6lken, yakla\u015f\u0131k 20 bin sigorta arac\u0131s\u0131n\u0131n olu\u015fturdu\u011fu bilgi birikiminin de \u00f6nemli bir avantaj sundu\u011funu ifade etti.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cRekabet art\u0131k fiyatla de\u011fil, m\u00fc\u015fteriyi anlamakla \u015fekillenecek\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Konu\u015fmas\u0131nda gelece\u011fin rekabet anlay\u0131\u015f\u0131na da de\u011finen \u00d6lken, ekonomik ve jeopolitik geli\u015fmelerin sigortac\u0131l\u0131\u011f\u0131 yeni bir d\u00f6neme ta\u015f\u0131d\u0131\u011f\u0131na dikkat \u00e7ekti.<\/p>\n<p class=\"wp-block-paragraph\">\u00d6lken, gelecekte fiyat rekabetinin yeterli olmayaca\u011f\u0131n\u0131 belirterek \u201cGelece\u011fin rekabeti m\u00fc\u015fteriyi, acenteyi ve riskleri daha iyi anlama rekabeti olacak. Sezonluk fiyat kampanyalar\u0131 sigortac\u0131l\u0131\u011f\u0131n gelece\u011fi a\u00e7\u0131s\u0131ndan do\u011fru bir y\u00f6ntem de\u011fil\u201d dedi.<\/p>\n<p class=\"wp-block-paragraph\">Sekt\u00f6r\u00fcn toplam maliyetlerini azaltarak sigortay\u0131 daha eri\u015filebilir hale getirmesi gerekti\u011fini vurgulayan \u00d6lken, as\u0131l hedefin sigortac\u0131l\u0131\u011f\u0131 toplumun daha geni\u015f kesimlerine yaymak oldu\u011funu s\u00f6yledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>M\u00fc\u015fteri deneyimi ve acentelerin d\u00f6n\u00fc\u015f\u00fcm\u00fc \u00f6ne \u00e7\u0131k\u0131yor<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sigorta sekt\u00f6r\u00fcn\u00fcn \u00f6ncelikle m\u00fc\u015fteri ba\u015f\u0131na d\u00fc\u015fen poli\u00e7e say\u0131s\u0131n\u0131 art\u0131rmas\u0131 gerekti\u011fini belirten \u00d6lken, sigortalanma oranlar\u0131n\u0131n neden d\u00fc\u015f\u00fck oldu\u011funun da k\u00f6k nedenleriyle tart\u0131\u015f\u0131lmas\u0131 gerekti\u011fini ifade etti.<\/p>\n<p class=\"wp-block-paragraph\">M\u00fc\u015fterilerin ya\u015fam bi\u00e7imlerinin h\u0131zla de\u011fi\u015fti\u011fini belirten \u00d6lken, \u00fcr\u00fcn geli\u015ftirme s\u00fcre\u00e7lerinin de bu de\u011fi\u015fime uyum sa\u011flamas\u0131n\u0131n \u00f6nemine dikkat \u00e7ekti.<\/p>\n<p class=\"wp-block-paragraph\">\u00d6lken, acentelerin gelece\u011fe haz\u0131rlanmas\u0131n\u0131n sekt\u00f6r\u00fcn en \u00f6nemli g\u00fcndemlerinden biri oldu\u011funu s\u00f6yleyerek \u201cFarkl\u0131 i\u015f modellerine sahip yakla\u015f\u0131k 19 bin acentenin ihtiya\u00e7lar\u0131na uygun \u00e7\u00f6z\u00fcmler geli\u015ftirilmesi gerekiyor. Bu da ancak sahada bulunarak, b\u00f6lgelerin ihtiya\u00e7lar\u0131n\u0131 dinleyerek ve yerel dinamikleri anlayarak m\u00fcmk\u00fcn olabilir. Sigorta \u015firketleri bu d\u00f6n\u00fc\u015f\u00fcmde daha fazla sorumluluk \u00fcstlenmeli\u201d diye konu\u015ftu.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Yapay zek\u00e2, \u00f6nleme ve empati yeni d\u00f6nemin belirleyicileri olacak<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Yapay zek\u00e2n\u0131n sigortac\u0131l\u0131k a\u00e7\u0131s\u0131ndan \u00f6nemli f\u0131rsatlar sundu\u011funu belirten \u00d6lken, m\u00fc\u015fteri verisi ve ge\u00e7mi\u015f deneyimlerden hareketle gelece\u011fe y\u00f6nelik daha do\u011fru tahminler yap\u0131labilece\u011fini s\u00f6yledi. Yapay zek\u00e2n\u0131n ger\u00e7ek de\u011fere d\u00f6n\u00fc\u015ft\u00fcr\u00fclmesinin sekt\u00f6r\u00fcn \u00f6n\u00fcndeki en \u00f6nemli konulardan biri oldu\u011funu ifade eden \u00d6lken, do\u011fru veriye dayal\u0131 karar alma s\u00fcre\u00e7leri ile karar destek sistemlerinin giderek daha kritik hale geldi\u011fini vurgulad\u0131.<\/p>\n<p class=\"wp-block-paragraph\">Sigortac\u0131l\u0131kta ba\u015far\u0131n\u0131n temelinde kesintisiz m\u00fc\u015fteri deneyimi, g\u00fcven ve do\u011fru fiyatland\u0131rman\u0131n yer ald\u0131\u011f\u0131n\u0131 belirten \u00d6lken, ge\u00e7mi\u015fte bu ba\u015far\u0131 form\u00fcl\u00fcne bug\u00fcn iki \u00f6nemli unsurun eklendi\u011fini s\u00f6yledi. Bunlar\u0131n \u201c\u00f6nleme\u201d ve \u201cempati\u201d oldu\u011funu ifade eden \u00d6lken, AXA T\u00fcrkiye\u2019nin 2030 stratejisinde \u201cempati g\u00fcvencesini\u201d temel \u00f6nceliklerden biri olarak konumland\u0131rd\u0131klar\u0131n\u0131 kaydetti.<\/p>\n<p class=\"wp-block-paragraph\">\u00d6nleyici sigortac\u0131l\u0131k yakla\u015f\u0131m\u0131yla empatiyi bir araya getirdiklerinde m\u00fc\u015fterinin ya\u015fam d\u00f6ng\u00fcs\u00fcne \u00e7ok daha g\u00fc\u00e7l\u00fc \u015fekilde dokunabildiklerini belirten \u00d6lken, bu yakla\u015f\u0131m\u0131n \u00f6nemli yat\u0131r\u0131mlar\u0131n yan\u0131 s\u0131ra net hedefler belirlemeyi ve gerekti\u011finde yerle\u015fik al\u0131\u015fkanl\u0131klar\u0131 de\u011fi\u015ftirme cesareti gerektirdi\u011fini s\u00f6zlerine ekledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cTeknik uzmanl\u0131k ve m\u00fc\u015fteri g\u00fcveni s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmenin anahtar\u0131\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">2030 hedeflerine ula\u015fabilmek i\u00e7in finansal gelirlerle desteklenen b\u00fcy\u00fcme modelinden uzakla\u015f\u0131lmas\u0131 gerekti\u011fini belirten \u00d6lken, teknik k\u00e2rl\u0131l\u0131\u011f\u0131n yeniden \u00f6n plana \u00e7\u0131kmas\u0131n\u0131n zorunlu hale geldi\u011fini s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">Sigortac\u0131l\u0131\u011f\u0131n ger\u00e7ek g\u00fcc\u00fcn\u00fcn teknik uzmanl\u0131k, risk bilgisi, m\u00fc\u015fteri g\u00fcveni ve empatisinde bulundu\u011funu ifade eden \u00d6lken, bu unsurlar\u0131 bir araya getirebilen \u015firketlerin ve da\u011f\u0131t\u0131m kanallar\u0131n\u0131n gelecekte daha ba\u015far\u0131l\u0131 olaca\u011f\u0131n\u0131 dile getirdi.<\/p>\n<p class=\"wp-block-paragraph\">Fiyat odakl\u0131 rekabet yerine \u00fcr\u00fcn i\u00e7eri\u011fi ve teminatlar\u0131n do\u011fru anlat\u0131lmas\u0131n\u0131n \u00f6nemine dikkat \u00e7eken \u00d6lken, sigortal\u0131lar\u0131n poli\u00e7elerde hangi g\u00fcvenceleri sat\u0131n ald\u0131\u011f\u0131n\u0131 a\u00e7\u0131k ve net g\u00f6rmek istedi\u011fini s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">Sekt\u00f6r\u00fcn g\u00fc\u00e7l\u00fc acente yap\u0131s\u0131, deneyimli insan kayna\u011f\u0131 ve yayg\u0131n da\u011f\u0131t\u0131m a\u011f\u0131 sayesinde d\u00f6n\u00fc\u015f\u00fcm\u00fc ba\u015farabilecek potansiyele sahip oldu\u011funu belirten \u00d6lken, s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcme i\u00e7in sahadan gelen bilgi ve deneyimin daha fazla de\u011ferlendirilmesi gerekti\u011fini s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">T\u00fcrkiye\u2019nin yarat\u0131c\u0131 yakla\u015f\u0131m\u0131yla Avrupa pazarlar\u0131na ilham veren bir b\u00fcy\u00fcme hik\u00e2yesi yazd\u0131\u011f\u0131n\u0131 ifade eden \u00d6lken, bu birikimin do\u011fru de\u011ferlendirilmesi halinde sigorta sekt\u00f6r\u00fcn\u00fcn k\u00fcresel rekabet g\u00fcc\u00fcn\u00fc daha da art\u0131rabilece\u011fini vurgulad\u0131.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cDe\u011fi\u015fen davran\u0131\u015f ekonomisinde risk y\u00f6netimini \u0131skalayamay\u0131z\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">T\u00fcrkiye\u2019de uzun s\u00fcredir y\u00fcr\u00fctt\u00fckleri \u00e7al\u0131\u015fmalar\u0131n m\u00fc\u015fteri davran\u0131\u015f ekonomisindeki d\u00f6n\u00fc\u015f\u00fcm\u00fc ortaya koydu\u011funu belirten \u00d6lken, sigorta sekt\u00f6r\u00fcn\u00fcn bu de\u011fi\u015fime uyum sa\u011flamas\u0131 gerekti\u011fini s\u00f6yledi. G\u00fcn\u00fcm\u00fczde yaln\u0131z ya\u015fayan yakla\u015f\u0131k 2,5 milyon anne ve \u00e7ocuktan olu\u015fan, ge\u00e7mi\u015fte bulunmayan yeni bir m\u00fc\u015fteri segmentinin ortaya \u00e7\u0131kt\u0131\u011f\u0131na dikkat \u00e7eken \u00d6lken, bu grubun ihtiya\u00e7lar\u0131na uygun \u00fcr\u00fcnler geli\u015ftirilmesinin \u00f6nemine i\u015faret etti.<\/p>\n<p class=\"wp-block-paragraph\">De\u011fi\u015fen ya\u015fam bi\u00e7imlerinin ileti\u015fimden hizmet s\u00fcre\u00e7lerine kadar her alanda yeni bir yakla\u015f\u0131m gerektirdi\u011fini ifade eden \u00d6lken, bu d\u00f6n\u00fc\u015f\u00fcm ya\u015fan\u0131rken risk y\u00f6netiminin g\u00f6z ard\u0131 edilmemesi gerekti\u011fini vurgulad\u0131. Sigortac\u0131l\u0131\u011f\u0131n \u00f6z\u00fcnde, kendi ifadesiyle \u201cfabrika ayarlar\u0131nda\u201d, her \u015feyi ak\u0131\u015f\u0131na b\u0131rakmak yerine riskleri do\u011fru analiz ederek y\u00f6netmenin bulundu\u011funu belirten \u00d6lken, bu anlay\u0131\u015f\u0131n sekt\u00f6r\u00fcn s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmesinin temel ko\u015fullar\u0131ndan biri oldu\u011funu s\u00f6yledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cEn ucuz fiyat\u0131 de\u011fil, en do\u011fru korumay\u0131 bulmak\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">\u00d6lken, acentelerin ve di\u011fer da\u011f\u0131t\u0131m kanallar\u0131n\u0131n \u00fcstlendi\u011fi rol\u00fcn k\u00f6kl\u00fc bi\u00e7imde de\u011fi\u015fti\u011fini belirterek bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn do\u011fru okunmas\u0131 gerekti\u011fini s\u00f6yledi. Acentenin g\u00f6revinin yaln\u0131zca m\u00fc\u015fterisine en d\u00fc\u015f\u00fck fiyat\u0131 sunmak olmad\u0131\u011f\u0131n\u0131 ifade eden \u00d6lken, \u201cUcuz fiyat isteyen m\u00fc\u015fteriye elbette o se\u00e7enek de sunulur. Ancak as\u0131l sorumlulu\u011fumuz, m\u00fc\u015fteriye en do\u011fru korumay\u0131 sa\u011flayan, en uygun primi sunan ve s\u00fcrd\u00fcr\u00fclebilir \u00e7\u00f6z\u00fcmler \u00fcreten bir yap\u0131ya d\u00f6n\u00fc\u015fmektir.\u201d dedi.<\/p>\n<p class=\"wp-block-paragraph\">Bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn kolay olmad\u0131\u011f\u0131n\u0131 vurgulayan \u00d6lken, sigortac\u0131l\u0131\u011f\u0131n gelece\u011fi i\u00e7in t\u00fcm da\u011f\u0131t\u0131m kanallar\u0131n\u0131n desteklenmesi ve g\u00fc\u00e7lendirilmesi gerekti\u011fini belirterek m\u00fc\u015fteriye ancak sigortac\u0131l\u0131\u011fa g\u00f6n\u00fcl vermi\u015f t\u00fcm payda\u015flar\u0131 kapsayan g\u00fc\u00e7l\u00fc bir yap\u0131 ile ula\u015f\u0131labilece\u011fini s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">M\u00fc\u015fteriye ula\u015fman\u0131n ve onu tan\u0131man\u0131n her ge\u00e7en g\u00fcn zorla\u015ft\u0131\u011f\u0131na dikkat \u00e7eken \u00d6lken, acentelere \u201cM\u00fc\u015fterinizi tan\u0131y\u0131n\u201d \u00e7a\u011fr\u0131s\u0131nda bulundu. Sekt\u00f6r temsilcilerinin \u201cKa\u00e7 tane ya\u015fayan m\u00fc\u015fteriniz var?\u201d sorusuna teredd\u00fcts\u00fcz yan\u0131t verebilmesi gerekti\u011fini ifade eden \u00d6lken, \u201cya\u015fayan m\u00fc\u015fteri\u201d kavram\u0131n\u0131, i\u015f yeri kapand\u0131\u011f\u0131nda o gece telefon edilerek \u201cBen i\u015fi kapat\u0131yorum\u201d denilebilecek kadar g\u00fc\u00e7l\u00fc ili\u015fki kurulan ki\u015fi ve i\u015fletmeler olarak tan\u0131mlad\u0131. Yeni d\u00f6nemde acentelerin ve t\u00fcm da\u011f\u0131t\u0131m kanallar\u0131n\u0131n m\u00fc\u015fterisini daha iyi tan\u0131yan, onun ihtiya\u00e7lar\u0131n\u0131 do\u011fru analiz eden ve teknolojiye yat\u0131r\u0131m yapan bir yap\u0131ya d\u00f6n\u00fc\u015fmesinin ka\u00e7\u0131n\u0131lmaz oldu\u011funu vurgulad\u0131.<\/p>\n<p class=\"wp-block-paragraph\">T\u00fcrk sigortac\u0131l\u0131\u011f\u0131n\u0131n en \u00f6nemli eksikliklerinden birinin ba\u015far\u0131y\u0131 s\u00fcrd\u00fcr\u00fclebilir k\u0131lamamak oldu\u011funu dile getiren \u00d6lken, sekt\u00f6r\u00fcn zorlu d\u00f6nemlerde \u00f6nemli ba\u015far\u0131lar elde etti\u011fini ancak sonras\u0131nda rehavete kap\u0131ld\u0131\u011f\u0131n\u0131 s\u00f6yledi. Bu ini\u015f \u00e7\u0131k\u0131\u015flar\u0131n yerini istikrarl\u0131 bir geli\u015fime b\u0131rakmas\u0131 gerekti\u011fini belirten \u00d6lken, bunun hem sigorta \u015firketlerinin hem de t\u00fcm da\u011f\u0131t\u0131m kanallar\u0131n\u0131n ortak sorumlulu\u011fu oldu\u011funu ifade etti.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201c2030 yolculu\u011funda hedef; \u00f6nleyen ve koruyan sigortac\u0131l\u0131k\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">2030\u2019a uzanan s\u00fcre\u00e7te f\u0131rsatlar ile tehditlerin ayn\u0131 anda var olaca\u011f\u0131n\u0131 belirten \u00d6lken, \u00f6nemli olan\u0131n bu de\u011fi\u015fimi do\u011fru okuyabilmek oldu\u011funu s\u00f6yledi. Gelecekte sigortaya olan ihtiyac\u0131n artaca\u011f\u0131n\u0131 ifade eden \u00d6lken, bug\u00fcn sigortal\u0131l\u0131k oranlar\u0131 istenilen seviyede olmasa da sekt\u00f6r\u00fcn \u00f6n\u00fcnde \u00f6nemli bir b\u00fcy\u00fcme potansiyeli bulundu\u011funu dile getirdi.<\/p>\n<p class=\"wp-block-paragraph\">2030\u2019a giden s\u00fcre\u00e7te teknoloji, yapay zek\u00e2 ve \u00f6nleyici sigortac\u0131l\u0131\u011f\u0131 sekt\u00f6r\u00fcn en \u00f6nemli f\u0131rsat alanlar\u0131 olarak s\u0131ralayan \u00d6lken, bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn hasar maliyetlerinin daha \u00f6ng\u00f6r\u00fclebilir hale gelmesini sa\u011flayaca\u011f\u0131n\u0131, fiyatlamay\u0131 iyile\u015ftirece\u011fini ve sigortan\u0131n daha geni\u015f kesimlere ula\u015fmas\u0131na katk\u0131 sunaca\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">Sigorta sekt\u00f6r\u00fcn\u00fcn yaln\u0131zca \u015firketlerin k\u00e2rl\u0131l\u0131\u011f\u0131yla de\u011fil, daha g\u00fc\u00e7l\u00fc bir ekonomi ve daha g\u00fcvenli bir toplum hedefiyle hareket etmesi gerekti\u011fini vurgulayan \u00d6lken, sigortac\u0131l\u0131\u011f\u0131n gelece\u011finin yaln\u0131zca hasar ger\u00e7ekle\u015fti\u011finde \u00f6deme yapan bir sistem olmaktan \u00e7\u0131karak riskleri \u00f6nleyen, m\u00fc\u015fterisini koruyan ve \u00e7\u00f6z\u00fcm orta\u011f\u0131 olarak konumlanan bir ekosisteme d\u00f6n\u00fc\u015fmek oldu\u011funu ifade etti. T\u00fcrk sigorta sekt\u00f6r\u00fcn\u00fcn hasar \u00f6deme konusunda kendini kan\u0131tlad\u0131\u011f\u0131n\u0131 belirten \u00d6lken, bundan sonraki hedefin \u201c\u00f6deyen de\u011fil, \u00f6nleyen ve koruyan\u201d bir yap\u0131y\u0131 in\u015fa etmek oldu\u011funu s\u00f6yledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cM\u00fc\u015fteri segmentasyonunu hasar-prim dengelerinden koparmal\u0131y\u0131z\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sekt\u00f6r\u00fcn gelece\u011fi i\u00e7in yeni m\u00fc\u015fteri segmentasyonu anlay\u0131\u015f\u0131na vakit kaybetmeden ge\u00e7ilmesi gerekti\u011fini belirten \u00d6lken, bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn 2027 ya da 2028\u2019e ertelenmesi halinde ge\u00e7 kal\u0131nm\u0131\u015f olaca\u011f\u0131n\u0131 s\u00f6yledi. Geleneksel \u201chasar-prim\u201d dengesine dayal\u0131 segmentasyon yakla\u015f\u0131m\u0131n\u0131n art\u0131k yeterli olmad\u0131\u011f\u0131n\u0131 ifade eden \u00d6lken, sigortac\u0131l\u0131\u011f\u0131 ileri ta\u015f\u0131yacak as\u0131l unsurun m\u00fc\u015fterinin ya\u015fam boyu de\u011ferini do\u011fru hesaplayabilmek oldu\u011funu vurgulad\u0131.<\/p>\n<p class=\"wp-block-paragraph\">30 ya\u015f\u0131ndaki bir m\u00fc\u015fterinin yaln\u0131zca bug\u00fcnk\u00fc ihtiya\u00e7lar\u0131na de\u011fil, 35, 45 ve 55 ya\u015flar\u0131nda de\u011fi\u015fecek ya\u015fam ko\u015fullar\u0131na da odaklan\u0131lmas\u0131 gerekti\u011fini belirten \u00d6lken, her m\u00fc\u015fteri segmentine bu \u00f6ng\u00f6r\u00fcler do\u011frultusunda farkl\u0131 \u00e7\u00f6z\u00fcmler sunulmas\u0131n\u0131n \u00f6nemine dikkat \u00e7ekti. Bunun ise ancak g\u00fc\u00e7l\u00fc bir veri taban\u0131 y\u00f6netimiyle m\u00fcmk\u00fcn olaca\u011f\u0131n\u0131 ifade eden \u00d6lken, m\u00fc\u015fterinin ya\u015fam boyu de\u011ferinin do\u011fru analiz edilmesi sayesinde \u00e7apraz sat\u0131\u015f f\u0131rsatlar\u0131n\u0131n daha net g\u00f6r\u00fclebilece\u011fini, zaman ve sat\u0131\u015f kaynaklar\u0131n\u0131n da daha verimli kullan\u0131labilece\u011fini s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">Bu yakla\u015f\u0131m\u0131n acenteler ve di\u011fer da\u011f\u0131t\u0131m kanallar\u0131 i\u00e7in yeni \u00fcr\u00fcnler, hizmetler ve gelir modelleri olu\u015fturaca\u011f\u0131n\u0131 belirten \u00d6lken, sezonluk indirimler ve kampanyalara dayal\u0131 sat\u0131\u015f anlay\u0131\u015f\u0131n\u0131n yerini veri odakl\u0131, s\u00fcrd\u00fcr\u00fclebilir bir modele b\u0131rakmas\u0131 gerekti\u011fini ifade etti. M\u00fc\u015fteri verisinin do\u011fru de\u011ferlendirilmesiyle acentelerin daha y\u00fcksek \u00fcretim ve gelir potansiyeline ula\u015faca\u011f\u0131n\u0131 belirten \u00d6lken, m\u00fc\u015fteri segmentasyonunu sekt\u00f6r\u00fcn \u00f6n\u00fcndeki en b\u00fcy\u00fck f\u0131rsatlardan biri olarak g\u00f6rd\u00fc\u011f\u00fcn\u00fc s\u00f6zlerine ekledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201c\u0130novasyona odaklanmazsak, f\u0131rsat g\u00f6rd\u00fc\u011f\u00fcm\u00fcz her \u015fey tehdide d\u00f6n\u00fc\u015f\u00fcr\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">\u00d6lken, sigorta \u015firketlerinde komisyon anlay\u0131\u015f\u0131n\u0131n belirli d\u00f6nemlere s\u0131k\u0131\u015fan kampanyalar\u0131n \u00f6tesine ge\u00e7ece\u011fini belirterek acentelerin ve di\u011fer da\u011f\u0131t\u0131m kanallar\u0131n\u0131n sahip olduklar\u0131 m\u00fc\u015fteri verisi sayesinde gelecekte \u00e7ok daha y\u00fcksek gelir potansiyeline ula\u015fabilece\u011fini s\u00f6yledi. \u015eirketlerin de haz\u0131rl\u0131klar\u0131n\u0131 bu yeni d\u00fczene g\u00f6re yapmas\u0131 gerekti\u011fini vurgulayan \u00d6lken, mevcut m\u00fc\u015fteri portf\u00f6y\u00fcn\u00fcn ta\u015f\u0131d\u0131\u011f\u0131 de\u011ferin yeni gelir modellerine entegre edilmesinin ka\u00e7\u0131n\u0131lmaz oldu\u011funu ifade etti.<\/p>\n<p class=\"wp-block-paragraph\">Bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn k\u0131sa s\u00fcrede ger\u00e7ekle\u015fmeyece\u011fini ancak sekt\u00f6r\u00fcn ka\u00e7\u0131n\u0131lmaz olarak bu y\u00f6ne evrilece\u011fini belirten \u00d6lken, inovasyonun t\u00fcm tehditlerin yan\u0131nda yer alan en b\u00fcy\u00fck f\u0131rsat oldu\u011funa dikkat \u00e7ekti.<\/p>\n<p class=\"wp-block-paragraph\">Tehdit olarak g\u00f6r\u00fclen ba\u015fl\u0131klar\u0131n asl\u0131nda do\u011fru y\u00f6netildi\u011finde \u00f6nemli f\u0131rsatlar sundu\u011funu s\u00f6yleyen \u00d6lken, teknoloji, yapay zek\u00e2 ve veri odakl\u0131 yeni yakla\u015f\u0131mlar\u0131n g\u00f6z ard\u0131 edilmesi halinde sekt\u00f6r\u00fcn s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmesini sa\u011flayacak yap\u0131n\u0131n kurulmas\u0131n\u0131n zorla\u015faca\u011f\u0131n\u0131 ifade etti. Sekt\u00f6r\u00fcn de\u011fi\u015fimi bir risk olarak de\u011fil, yeni f\u0131rsatlar \u00fcretmenin zemini olarak g\u00f6rmesi gerekti\u011fini vurgulayan \u00d6lken, \u201c\u0130novasyona odaklanmazsak, bug\u00fcn f\u0131rsat olarak g\u00f6rd\u00fc\u011f\u00fcm\u00fcz her \u015fey yar\u0131n\u0131n tehdidine d\u00f6n\u00fc\u015febilir.\u201d mesaj\u0131n\u0131 verdi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cAcentenin d\u00f6n\u00fc\u015f\u00fcm\u00fc desteklenmeli\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Gelece\u011fin sigortac\u0131l\u0131\u011f\u0131nda m\u00fc\u015fteriyi merkeze almak, riskleri \u00f6nleyici uygulamalar\u0131 yayg\u0131nla\u015ft\u0131rmak ve m\u00fc\u015fteri ihtiya\u00e7lar\u0131na uygun \u00e7\u00f6z\u00fcmler geli\u015ftirmek gerekti\u011fini belirten \u00d6lken, bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn merkezinde acentelerin yer ald\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">Acenteler ve di\u011fer da\u011f\u0131t\u0131m kanallar\u0131 g\u00fc\u00e7lendirilmeden sekt\u00f6r\u00fcn hedeflerine ula\u015fmas\u0131n\u0131n m\u00fcmk\u00fcn olmad\u0131\u011f\u0131n\u0131 ifade eden \u00d6lken, sigorta ve hayat emeklilik \u015firketlerinin daha \u00e7evik, sade, h\u0131zl\u0131 ve m\u00fc\u015fteri odakl\u0131 yap\u0131lara d\u00f6n\u00fc\u015fmesi gerekti\u011fini belirtti. Teknolojinin bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn en \u00f6nemli itici g\u00fc\u00e7lerinden biri olaca\u011f\u0131n\u0131 kaydeden \u00d6lken, aksi halde de\u011fi\u015fen m\u00fc\u015fteri beklentilerine ve acentelerin ihtiya\u00e7lar\u0131na yeterince cevap verilemeyece\u011fi uyar\u0131s\u0131nda bulundu.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cSigortac\u0131l\u0131k sadece fiyatla de\u011fil, topluma katk\u0131s\u0131yla an\u0131lmal\u0131\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sigorta sekt\u00f6r\u00fcn\u00fcn topluma sundu\u011fu de\u011ferin yeniden tan\u0131mlanmas\u0131 gerekti\u011fini belirten \u00d6lken, sigortac\u0131l\u0131\u011f\u0131n yaln\u0131zca fiyat rekabetiyle, \u015firketlerle ya da da\u011f\u0131t\u0131m kanallar\u0131 aras\u0131ndaki yar\u0131\u015fla an\u0131lan dar \u00e7er\u00e7evenin d\u0131\u015f\u0131na \u00e7\u0131kmas\u0131 gerekti\u011fini s\u00f6yledi. Sigorta \u015firketlerinin toplumla daha g\u00fc\u00e7l\u00fc ba\u011f kuran, \u00f6\u011frencileri, ihtiya\u00e7 sahiplerini, \u00e7evreyi ve k\u00fclt\u00fcrel miras\u0131 destekleyen; spor, sanat, bilim ve gen\u00e7lere katk\u0131 sunan kurumlar haline gelmesi gerekti\u011fini ifade eden \u00d6lken, t\u00fcketicilerin art\u0131k \u015firketlerden yaln\u0131zca \u00fcr\u00fcn ve hasar \u00f6demesi de\u011fil, toplumsal fayda da bekledi\u011fini vurgulad\u0131.<\/p>\n<p class=\"wp-block-paragraph\">Konu\u015fmas\u0131nda s\u0131k\u00e7a de\u011findi\u011fi \u201cfabrika ayarlar\u0131\u201d kavram\u0131n\u0131 yeniden hat\u0131rlatan \u00d6lken, sigortac\u0131l\u0131\u011f\u0131n \u00f6z de\u011ferlerine d\u00f6nmesinin sekt\u00f6r\u00fc mevcut karma\u015fadan uzakla\u015ft\u0131raca\u011f\u0131n\u0131 ve as\u0131l i\u015fine odaklanmas\u0131n\u0131 sa\u011flayaca\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<p class=\"wp-block-paragraph\">T\u00fcrk sigorta sekt\u00f6r\u00fcn\u00fcn, 2023 y\u0131l\u0131nda art arda ya\u015fanan iki b\u00fcy\u00fck depremin ard\u0131ndan ortaya \u00e7\u0131kan tarihi \u00f6l\u00e7ekteki krizden ba\u015far\u0131yla \u00e7\u0131kt\u0131\u011f\u0131n\u0131 belirten \u00d6lken, bu ba\u015far\u0131n\u0131n sekt\u00f6r\u00fcn g\u00fc\u00e7l\u00fc temellerini ortaya koydu\u011funu ifade etti. Ancak sonras\u0131nda olu\u015fan rehavete dikkat \u00e7eken \u00d6lken, ge\u00e7mi\u015fteki deneyimlerden ders \u00e7\u0131kar\u0131larak sekt\u00f6r\u00fcn yeniden kendi \u00f6z de\u011ferlerine ve \u201cfabrika ayarlar\u0131na\u201d y\u00f6nelmesi gerekti\u011fini s\u00f6yledi. Bunun hem sekt\u00f6r\u00fcn s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmesine hem de toplumsal faydan\u0131n g\u00fc\u00e7lenmesine katk\u0131 sa\u011flayaca\u011f\u0131n\u0131 s\u00f6zlerine ekledi.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u201cKi\u015fiselle\u015ftirilmi\u015f \u00fcr\u00fcn satma cesareti g\u00f6stermeliyiz\u201d<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sekt\u00f6rde uzun y\u0131llard\u0131r dile getirilen \u201cm\u00fc\u015fteriyi merkeze almak\u201d anlay\u0131\u015f\u0131n\u0131n tek ba\u015f\u0131na yeterli olmad\u0131\u011f\u0131n\u0131 s\u00f6yleyen \u00d6lken, buna ra\u011fmen m\u00fc\u015fteri ba\u015f\u0131na d\u00fc\u015fen poli\u00e7e say\u0131s\u0131n\u0131n h\u00e2l\u00e2 1,28-1,47 seviyelerinde kald\u0131\u011f\u0131na dikkat \u00e7ekti. Art\u0131k segment bazl\u0131, ki\u015fiselle\u015ftirilmi\u015f \u00fcr\u00fcn ve hizmetler geli\u015ftirme cesareti g\u00f6sterilmesi gerekti\u011fini belirten \u00d6lken, kurumsal yap\u0131lar\u0131n da bu anlay\u0131\u015f do\u011frultusunda yeniden \u015fekillendirilmesinin \u00f6nemine i\u015faret etti. Veri ve teknolojinin sundu\u011fu imk\u00e2nlardan yararlanman\u0131n, daha isabetli \u00f6ng\u00f6r\u00fclerde bulunmak ve do\u011fru kararlar almak a\u00e7\u0131s\u0131ndan vazge\u00e7ilmez oldu\u011funu ifade etti.<\/p>\n<p class=\"wp-block-paragraph\">S\u00fcrd\u00fcr\u00fclebilir de\u011fer \u00fcretmenin yaln\u0131zca finansal ba\u015far\u0131yla s\u0131n\u0131rl\u0131 olmad\u0131\u011f\u0131n\u0131 belirten \u00d6lken, \u00e7evresel ve toplumsal etkileri g\u00f6zeten bir ileti\u015fim anlay\u0131\u015f\u0131n\u0131n benimsenmesi gerekti\u011fini s\u00f6yledi. Sigorta \u015firketlerinin rekabet ederken, ayn\u0131 zamanda T\u00fcrkiye Sigorta Birli\u011fi (TSB), Sigorta Acenteleri \u0130cra Komitesi (SA\u0130K) ve eksperler birli\u011fi gibi \u00e7at\u0131 kurulu\u015flar\u0131n ortak \u00e7al\u0131\u015fmalar\u0131n\u0131 daha g\u00fc\u00e7l\u00fc \u015fekilde desteklemesi gerekti\u011fini ifade eden \u00d6lken, sekt\u00f6r\u00fcn kamuoyu kar\u015f\u0131s\u0131nda ortak bir dil kullanmas\u0131n\u0131n b\u00fcy\u00fck \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 vurgulad\u0131. T\u00fcm payda\u015flar\u0131n ayn\u0131 ekosistemin ayr\u0131lmaz par\u00e7alar\u0131 oldu\u011funu belirten \u00d6lken, bu b\u00fct\u00fcnl\u00fc\u011f\u00fcn korunmas\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilirlik a\u00e7\u0131s\u0131ndan kritik oldu\u011funu dile getirdi.<\/p>\n<p class=\"wp-block-paragraph\">Konu\u015fmas\u0131n\u0131n sonunda \u201cdayan\u0131kl\u0131 gelecek\u201d vizyonuna da de\u011finen \u00d6lken, sigortac\u0131lar\u0131n daha g\u00fcvenli bir ya\u015fam ve gelecek nesiller i\u00e7in daha fazla sorumluluk \u00fcstlenmesi gerekti\u011fini s\u00f6yledi. Bunun i\u00e7in sigorta sisteminin finansal a\u00e7\u0131dan g\u00fc\u00e7lenmesi, m\u00fc\u015fteri, acente ve \u00e7al\u0131\u015fan beklentilerine daha h\u0131zl\u0131 yan\u0131t verebilen bir yap\u0131ya kavu\u015fmas\u0131 ve bug\u00fcnden ba\u015flayarak de\u011fi\u015fime kararl\u0131l\u0131kla y\u00f6nelmesi gerekti\u011fini s\u00f6zlerine ekledi.<\/p>\n<p class=\"wp-block-paragraph\">\n<div class=\"twitter-share\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fsigortamedya.com.tr%2Fyavuz-olken-sigortacilik-fabrika-ayarlarina-donmeli%2F&amp;via=sigortamedya\" class=\"twitter-share-button\">Tweet<\/a><\/div>\n<\/p>","protected":false},"excerpt":{"rendered":"<p>AXA Sigorta CEO\u2019su Yavuz \u00d6lken, Sigorta Arac\u0131lar\u0131 Zirvesi 2026\u2019n\u0131n ikinci g\u00fcn\u00fcndeki a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131nda, 2026\u2019n\u0131n sekt\u00f6r i\u00e7in bir haz\u0131rl\u0131k y\u0131l\u0131 oldu\u011funu belirterek 2030 hedeflerine ula\u015fabilmek i\u00e7in sigortac\u0131l\u0131\u011f\u0131n fabrika ayarlar\u0131na d\u00f6nmesi gerekti\u011fini s\u00f6yledi. \u00d6lken, fiyat rekabeti yerine m\u00fc\u015fteri odakl\u0131 b\u00fcy\u00fcme, veri, yapay<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-641","post","type-post","status-publish","format-standard","hentry","category-genel"],"_links":{"self":[{"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=\/wp\/v2\/posts\/641","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=641"}],"version-history":[{"count":0,"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=\/wp\/v2\/posts\/641\/revisions"}],"wp:attachment":[{"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sigorta.nesiblog.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}