New Delhi, December 04, 2025 : Axis Max Life Insurance Limited (“Axis Max Life” /
“Company”), formerly known as Max Life Insurance Company Limited,
has reported a 52% two-year Compound Annual Growth Rate (“CAGR”) in H1
FY26 for its business sourced through the E-Commerce Channel. Buoyed by
this growth, Axis Max Life’s E-Commerce Channel is now a leading player in
online protection and savings market in the industry.
Over the past three years, Axis Max Life’s
E-Commerce Channel has become a cornerstone of policy sourcing for the Company,
accounting for over 31% of all new policies sourced in FY’25 and 35% of all new
policies sourced in H1 FY’26. This strong performance has strengthened Axis Max
Life’s position as a leading player in the online insurance market, commanding
significant market share. The Company’s Direct-to-Consumer (through its own
website) Channel has continued its scale-up trajectory in the period with ₹219
crore Annual Premium Equivalent (“APE”) for H1 FY’26 and is growing 52% YoY.
Axis Max Life’s E-Commerce Channel is accelerating growth by anchoring its
strategy on core digital capabilities that deliver sustained advantage. The
company has built a robust performance marketing and analytics engine,
introduced pre-approved three-click DIY cross-sell and up-sell journeys for the
customers, and enabled seamless customer onboarding through regulated credit
bureaus and the account-aggregation ecosystem.
Axis Max Life’s E-Commerce Channel also
uses an AI-driven voice-to-text platform to capture sales and customer insights
which is supported by a unified experimentation engine that powers A/B testing
across the E-Commerce Channel. Together, these capabilities sharpen conversion,
personalise experiences, and scale performance with data-driven discipline for
the customers.
Sumit Madan, Managing Director and Chief
Executive Officer, Axis Max Life, said, “Our
significant E-Commerce Channel growth in the past few years is a clear signal
of our digital dominance and a testament to the trust customers place in our
online offerings. Our leading position in both online Protection and Savings
segment is a direct result of our focus on building a seamless omni-channel
customer experience, ensuring that our products meet the evolving needs of the
new-age customer. With trust and innovation at the core, we are committed
to making insurance simpler, smarter, and more accessible for every customer.”
Axis Max Life’s relentless focus on product
excellence and creating a seamless digital experience has been instrumental in
driving this success, enabling the Company to sustain its dominance in the
overall E-Commerce Channel. Axis Max Life attributes its E-Commerce Channel’s
growth to sustained product innovation, strong partnerships with leading online
distributors and a suite of digital initiatives that strengthen the end-to-end customer
experience. This includes designing structured buying journeys that guide
customers from discovery to purchase with clarity and minimal effort, and a
sales and communication engine that delivers timely, personalised messages
across channels to support decision-making. The Company has also implemented
personalized, on-mobile purchase journeys, which has enabled clear prospecting
and helped build a robust digital marketing muscle, that has been a cornerstone
of its continued direct business growth.
About Axis Max Life Insurance
Limited (https://www.axismaxlife.com)
Axis Max Life Insurance Limited, formerly
known as Max Life Insurance Company Limited, is a Joint Venture between Max
Financial Services Limited (“MFSL”) and Axis Bank Limited. Axis Max Life
Insurance offers comprehensive protection and long-term savings life insurance
solutions through its multi-channel distribution, including agency and
third-party distribution partners. It has built its operations over two decades
through a need-based sales process, a customer-centric approach to engagement
and service delivery and trained human capital. As per annual audited
financials for FY2024-25, Axis Max Life has achieved a gross written premium of
INR 33,223 Cr
