Max Life Insurance Co. Ltd. has unveiled its ambitious ‘Aarohan’ initiative, significantly broadening its distribution network by opening 21 new offices in Tier 3 and Tier 4 cities across East India. This strategic move aims to boost insurance penetration in these underserved markets through enhanced consumer awareness programs and the recruitment of local life advisors.The ‘Aarohan’ initiative will see Max Life’s footprint extend to new territories, with a focus on improving access to life insurance services in areas with historically limited coverage. This expansion aligns with the company’s goal of reaching more communities and enhancing financial security in emerging markets.
A key component of the initiative, the ‘DigiSaarthi’ project, will ensure that 15 of the new branches are fully digital, offering modern, efficient service to customers. The digital shift includes on-call support, virtual assistance for advisors, and advanced digital services for branch operations.In Guwahati, this expansion is anticipated to bring significant benefits. The local market will see a boost in insurance accessibility and service quality, driven by increased recruitment and the introduction of advanced digital tools. The presence of new, locally trained life advisors will also enhance customer engagement and tailored insurance solutions.
Sumit Madan, Chief Distribution Officer at Max Life, emphasized, “The Aarohan initiative reflects our commitment to reaching the most remote regions and supporting the IRDAI’s vision of ‘Insurance for All by 2047’. By addressing the insurance gap in rural areas and creating job opportunities, we are dedicated to fostering inclusive growth and delivering exceptional service.” The Aarohan initiative will also feature regional health camps and localized awareness campaigns to engage nearly 500 consumers in health, wealth, and lifestyle discussions. Additionally, targeted recruitment drives will seek to onboard over 2,000 life advisors, further integrating Max Life into the fabric of East India’s local communities.