Hansa Research, a consumer insights firm, has released its first edition of the Health Insurance Customer Experience Score (CuES) 2025 report. The study, based on feedback from over 3,800 respondents, examines customer expectations, satisfaction levels, and insurer performance across 12 health insurance brands in India. The report highlights the growing importance of understanding and improving customer experience in the health insurance sector, which continues to grow following a surge in adoption during the pandemic.
The industry’s overall Net Promoter Score (NPS) is recorded at 55%, with Bajaj Allianz General Insurance, SBI General Insurance, and ICICI Lombard General Insurance emerging as the highest-ranked companies. Bajaj Allianz leads with an NPS of 68%, attributed to factors such as product quality, digital support, claims experience, and hospital network access. The report notes that customers today are informed and vocal, expecting seamless experiences, and highlighting the importance of transparency, service quality, and innovation in building lasting trust.
The report also highlights changing customer expectations, with a growing preference for personalized, flexible, and wellness-oriented plans. Consumers tend to choose insurers based on product range and coverage, brand reputation, and availability of 24/7 customer service. Millennials place particular importance on seamless digital experiences and round-the-clock support. However, more than half of claimants report challenges with the claims process, including limited hospital networks, delays in pre-authorization, and slow payouts.
To improve customer trust, insurers need to expand network coverage, simplify pre-authorization protocols, and ensure timely settlements. Addressing these issues is critical for strengthening India’s healthcare financing ecosystem and delivering a seamless insurance experience. The report also identifies barriers for non-policyholders, including perceived lack of need, affordability, and complex terms, and suggests that simplified communication and more accessible products are necessary to expand coverage.
Overall, the report provides a timely benchmark for the industry, highlighting the need for insurers to prioritize customer experience, transparency, and innovation to build trust and loyalty among policyholders. As the health insurance sector continues to grow, understanding and addressing customer needs and expectations will be crucial for insurers to remain competitive and deliver a seamless insurance experience.