April 6: Hansa Research has released the 6th edition of its Life Insurance Customer Experience Score (CuES) 2026 report, revealing a significant shift in India’s life insurance landscape. While overall experience ratings and advocacy remain stable, the report highlights a concerning decline in customer delight and weakening brand connect across the sector.
Based on feedback from over 3,500 customers across 12 life insurance brands, the report evaluates customer experience, perceptions, and behaviour, offering actionable insights for insurers navigating evolving market dynamics.
‘Delight Dilution’ Emerges as Key Challenge
The 2026 findings point to an emerging trend termed “Delight Dilution,” where insurers are able to maintain consistent service delivery but struggle to convert customer satisfaction into strong advocacy. Nearly 30 percent of customers fall into the ‘passive’ category satisfied yet unlikely to recommend their insurer posing a latent risk for the industry.
This trend is driven by limited differentiation among brands, plateauing experience quality, gaps in agency-led interactions, and rising customer expectations shaped by best-in-class experiences across industries. Notably, digital capabilities are no longer a differentiator but a basic expectation.
Commenting on the findings, Praveen Nijhara said,
“The industry has made strong operational progress, but experience delivery has stabilized with limited scope for enhancing customer delight. Brands are beginning to converge in perception, making it critical to build deeper, more personalized connections.”
Piyali Chatterjee, Executive Vice President – CX at Hansa Research, added,
“Customer experience gaps are becoming structural. With Gen Z entering the market, expectations for seamless, transparent, and personalized journeys are higher than ever. Insurers must adopt segmented strategies rather than a one-size-fits-all approach.”
Brand Performance Highlights
Axis Max Life Insurance emerged as the industry leader with a Net Promoter Score (NPS) of 61, delivering strong performance across purchase, onboarding, renewals, and communication touchpoints.
Kotak Life Insurance ranked second, followed by HDFC Life, ICICI Prudential Life Insurance, and Tata AIA Life Insurance jointly at third position.
Ageas Federal Life Insurance entered the Top 10 rankings, while Life Insurance Corporation of India recorded the sharpest decline in customer advocacy, with a 10-point drop in NPS year-on-year.
Key Industry Trends
The report underscores the growing need for segmented strategies, as customer expectations vary significantly across demographics. Gen Z and Millennials demand greater transparency, personalization, and seamless digital experiences, while premium customers expect high-touch, proactive engagement.
The agency channel continues to dominate in non-metro markets but is increasingly seen as an “engagement bottleneck,” with limited post-purchase interaction and reduced digital adoption.
Customers are also evolving rapidly seeking clarity, better value, and emotionally engaging experiences that go beyond transactional relationships.
The Road Ahead
As the life insurance industry enters its next phase, the focus is shifting from consistent service delivery to creating meaningful and differentiated experiences. Insurers that can build deeper emotional connections and deliver personalized engagement will be better positioned to convert satisfaction into long-term advocacy.
