Max Life's e-commerce channel achieves 55% growth in H1FY24

05 Dec 2023 Evaluate

Max Life Insurance’s e-commerce channel has achieved a 55% Year-on-Year growth in total online sales during H1FY24. Over 30% of policies were sourced through the online channel in the first half of the fiscal year. Backed by a strong surge in direct-to-customer online sales, Max Life has strengthened its position as one of the industry leaders in overall online sales and in the online protection market.

In the first half of FY24, Max Life achieved a substantial market share within the online domain, including continued leadership in the online protection segment. The strong presence is driven by the company's strategic focus on product innovation customized for online customers, investments in digital capabilities, and user experience.

Max Life attributes its e-commerce growth to digital initiatives aimed at ensuring frictionless onboarding and superior customer service. Offering personalized experiences by creating a mobile-first purchase and unique WhatsApp-led chase journey, Max Life has enabled sharper prospecting and built a robust digital marketing muscle.

Max Life Insurance, one of India’s premier non-bank promoted private life insurer, is a joint venture between Max Financial Services and Mitsui Sumitomo Insurance Co.

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