A MAJOR upheaval in Europe’s personal banking and insurance markets is predicted in a study by the Henley Centre for insurance giant Swiss Re. Come 2010, who will dominate the European financial services market? Barclays, Deutsche Bank, Credit Lyonnais? Maybe – but equally likely are Volkswagen, AC Milan and McDonald’s. Also mentioned are Sony, Tesco, Sainsbury, Manchester United, Virgin and French hypermarket chain Carrefour - brand names that are known and trusted in the mass market. In evidence of the trend towards all-purpose brands in the sector, the study cites the successful financial services arms of the supermarket chains; also Volkswagen’s pan-European online banking service. The other companies quoted in the study all offer own-branded credit cards and could diversify further into financial services, driven by the spread of online banking via digital TV and PCs.