The Hansa Research Life Insurance CuES 2025 report has ranked the top life insurance companies in India based on customer experience. The report is based on feedback from over 3600 customers across 13 life insurance brands in the country. The report reveals a significant improvement in customer experience in the life insurance industry, with a notable increase in the Net Promoter Score (NPS) from 54% to 58% over the past year. This improvement can be attributed to insurers effectively meeting customer expectations in key areas such as operational efficiency, transparency, and post-sales service support.
The report highlights that customers are associating life insurance brands more positively, especially in aspects like ‘trust and transparency,’ ‘innovation,’ and being ‘customer-oriented.’ The NPS for the insurance industry has seen a remarkable increase of 20 points over the past five years, rising from 38% in 2021 to 58% in 2025. This improvement is a result of insurers effectively meeting customer expectations and delivering exceptional brand and customer experiences.
The top-ranking life insurance companies in the report include ICICI Prudential Life Insurance and Axis Max Life Insurance, which have achieved impressive NPS scores of 65% and 64%, respectively. Tata AIA, Kotak Life Insurance, and HDFC Life Insurance have also shown significant improvement in their customer experience offerings. SBI Life Insurance has made significant strides in improving its NPS and ranking high on trust and affordability.
The report also highlights five key trends that will shape the industry in the future. These trends include the economic influence on financial investment decisions, the evolution of life insurance needs, millennial expectations, what women want, and digital services. The report emphasizes the need for insurers to deliver experiences and products tailored to the diverse needs, preferences, and communication styles of India’s fragmented demographics, especially customers in non-metros, millennials, and women.
The report suggests that brands must focus on addressing financial literacy, behavioral biases, and simplifying product complexity to thrive in the future. Success lies in aligning products with customer needs and profiles while delivering seamless, personalized experiences. The report also notes that customer expectations have shifted from purely transactional interactions to relationship-driven engagement, a trend that continues to strengthen and shape the industry’s evolution.
Overall, the report provides valuable insights for life insurance companies to prioritize and better position their business strategies and investments in the year to come. It emphasizes the importance of continuous enhancements in customer engagement strategies and delivering exceptional brand and customer experiences to drive leadership in the industry.