Axis Max Life Insurance has reported a 52% two-year CAGR in its business sourced through the e-commerce channel during H1 FY26, making it one of the key players in India’s online insurance market. According to the company, the platform has now emerged as an important source for online protection and savings products. The insurer stated that 31% of new policies in FY25 and 35% of policies in H1 FY26 were sourced digitally, reflecting a strong behavioural shift in online buying. The direct-to-consumer web channel alone contributed ₹219 crore APE in H1 with 52% year-on-year growth.
Company officials said the performance is backed by analytics-driven marketing, AI-based voice-to-text customer assistance, faster onboarding and improved communication tools that personalise the insurance experience.
In Guwahati, online ticket sizes have been rising as younger buyers prefer seamless digital onboarding. They believe that Northeast markets are moving steadily towards online financial products, particularly among salaried working families and new professionals. Axis Max Life also highlighted its cross-sell platform and A/B testing system, which enable personalised journeys and faster conversions. The company expects digital penetration to expand further in coming quarters.