Summary
India's life insurance sector is expanding rapidly, yet a large share of the population still lacks coverage — creating enormous headroom for insurers who can make the policy purchase journey simpler, faster and more transparent online. The top eight life insurance service providers in India, benchmarked on customer experience, show how leading insurers are redesigning their digital purchase experience to capture a bigger share of this expanding market.
Each insurer is evaluated against five key customer experience dimensions: discoverability, the premium calculation process, information availability, the application process, and payment summary transparency. That includes how insurers structure calls-to-action for premium checks, how many input fields and verification steps customers must navigate before completing a purchase, and how clearly plan inclusions, exclusions and glossary terms are communicated across public websites and mobile apps.
Drawing on best practices observed across the industry, lessons from peer regions on clear plan comparison tools, simplified applications with intuitive sliders, and progress indicators that keep customers engaged through a multi-step purchase journey round out the picture — offering insurers a practical roadmap for closing gaps in discoverability, application friction and payment transparency.
- Benchmarks discoverability, premium calculation, information availability and application process
- Distills global best practices in plan comparison and application design
Which digital design choices most determine whether a life insurance shopper completes their purchase or abandons it midway?
Schedule a call with Twimbit analyst to learn how we can help you.
Already a Twimbit client? Log in