Hansa Research has unveiled the 5th edition of its much-anticipated Life Insurance CuES 2025 report, offering an in-depth look into how customer expectations and satisfaction are evolving across India’s life insurance landscape. Drawing feedback from over 3,600 policyholders across 13 leading life insurers, the report provides valuable insights into consumer behavior, brand perception, and service excellence.
At the forefront of this transformation are ICICI Prudential Life Insurance and Max Life Insurance, emerging as top contenders in delivering exceptional customer experience.
In contrast to the plateau seen in 2024, the industry has made commendable progress in 2025, particularly in the areas of customer onboarding, communication transparency, and support services. The study reveals a marked rise in positive consumer sentiment, with life insurance brands increasingly being recognized for trustworthiness, innovation, and a customer-first approach.
One of the report’s standout findings is the improvement in the industry-wide Net Promoter Score (NPS)—rising from 54% in 2024 to 58% in 2025. Over the last five years, the NPS has surged by 20 points, up from 38% in 2021, highlighting sustained efforts by insurers to meet and exceed customer expectations across operations and post-sales service.
Another critical trend noted is the narrowing performance gap between high-performing and low-performing brands. The difference in NPS between the top and bottom quartile has dropped from 17 points in 2021 to 10 points in 2025, indicating broader improvements in service delivery and customer-centric practices across the sector.
Praveen Nijhara, CEO of Hansa Research, commented on the report’s findings:
“Over the past five years, life insurers have demonstrated strong performance. However, differentiation in customer experience is gradually shrinking. The coming years will be pivotal for insurers aiming to lead the market. Building tailored experiences and offerings—especially for non-metro customers, millennials, and women—will be the key to future brand leadership.”
As insurers look to the future, personalization, inclusivity, and tech-enabled services will shape how brands connect with and retain customers.
