The article analyses the life cycle of a bank product based on market analysis models.

The first part of the article presents the theory of a classical life cycle of a product. The next part presents two market analysis models, ie. logistic function and the Gampertz curve. The functions enable to obtain the desired market information and a full picture of the development of each life phase of the product.

The results of the empirical study conducted according to the above functions have shown differences in the length of a bank product life phase depending on its features.

Finally, conclusions from the survey are presented. It may be noted that the early life cycle phases of a bank product are not prepared carefully enough. Particular phases are usually shortened, combined or prolonged. Owing to the surveys, analyses and observation of product development stages banks may determine their market situation in a more detailed way and introduce effective changes to the offer.