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The Impact of COVID-19 on the Online Life Insurance Industry in India

The Impact of COVID-19 on the Online Life Insurance Industry in India

The COVID-19 pandemic has brought about a paradigm shift in the perception of life insurance among consumers and the delivery modes by insurance providers. It has significantly impacted the insurance industry in India, prompting changes in consumer behavior and operational strategies within the sector. This blog explores the key ways in which the life insurance industry has been affected by the pandemic and sheds light on the evolving landscape of online life insurance in India.

Overview of the Insurance Industry

Insurance can be broadly defined as a contract between an individual or an entity (the policyholder) and an insurance company (the insurer) to provide financial compensation for specified risks. There are several types of insurance, including life, health, property, and liability insurance. The insurance industry comprises insurance companies, brokers, agents, and other intermediaries who facilitate the purchase and management of insurance policies.

Insurance serves as a safety net for individuals and businesses, offering peace of mind and protection against potential financial losses. By pooling risks and collecting premiums from policyholders, insurance companies can provide compensation when policyholders experience covered losses or damages.

Impact of Covid-19 on the Insurance Industry

The COVID-19 pandemic had a significant impact on the insurance industry, primarily driven by changes in customer behavior and demands. During the peak of the pandemic, there was an increase in the demand for health and life insurance as individuals prioritized their well-being and sought comprehensive coverage that included protection against potential medical expenses and loss of income.

Moreover, the pandemic had financial implications for insurers. Insurance companies faced an influx of claims related to COVID-19, particularly in the health and travel insurance sectors. The economic downturn and market volatility also posed challenges for insurers’ investment portfolios, leading to potential financial implications.

Response of the Insurance Industry to Covid-19

In response to the challenges posed by the Covid-19 pandemic, the insurance industry swiftly adapted and introduced new products and coverage options. Pandemic-specific policies emerged, offering coverage for medical expenses, quarantine costs, and trip cancellations due to Covid-19. Additionally, the concept of business interruption insurance gained prominence, providing financial support to businesses affected by mandated closures or disruptions.

Furthermore, the insurance industry embraced digital technologies and remote services to ensure seamless operations and improve customer experience. Contactless claims processing became more prevalent, enabling policyholders to file claims and receive settlements without physical contact. Online policy management platforms also gained traction, allowing individuals to purchase, renew, and modify insurance policies conveniently.

Changes that took place in the Insurance Industry

Increased Demand for Life Insurance:

The pandemic has underscored the importance of financial planning and protection for families, leading to a surge in the demand for life insurance policies. Among the popular options, term insurance plans have gained significant traction due to their high coverage at an affordable price. Recent data from the Insurance Regulatory and Development Authority of India (IRDAI) indicates a year-on-year increase in the number of life insurance policies sold and the total premiums collected in June 2022 compared to the same period in the previous year.

Changing Perception of Life Insurance:

The COVID-19 pandemic has shifted consumers’ perception of life insurance as a pure risk insurance cover. People are now leaning towards pure protection plans like term life insurance instead of savings-oriented plans like unit-linked insurance plans (ULIPs). The affordability and simplicity of term plans have contributed to their rising popularity among individuals seeking life insurance coverage.

Adoption of Digital Underwriting Practices:

To mitigate the risk of infection, online insurance companies have adopted digital underwriting processes. This includes leveraging telemedicine, video calls, and online medical examinations to assess the health of potential policyholders without the need for in-person visits. Such digital practices have streamlined the underwriting process and made it more convenient for customers.

Customization and Targeted Products:

Post-pandemic, consumers are seeking better customization and targeted life insurance products. Flexibility in payments, innovative product offerings, online transactions, and the inclusion of COVID-19 insurance coverage in existing plans are among the primary expectations from the insurance sector. Insurers are adapting to these demands by introducing more tailored and flexible options to cater to the evolving needs of policyholders.

Rise of Digital Transactions:

With social distancing and contactless transactions becoming the norm, there has been a notable increase in online modes of buying and renewing life insurance policies. Insurance companies have responded to this trend by enhancing their digital capabilities, offering digitally enabled omnichannel systems, and improving online functionalities to provide a seamless customer experience.

Changes in Policy Coverage:

In response to the pandemic, some life insurance policies have been modified to provide coverage for COVID-19-related hospitalization and treatment expenses. Additionally, insurers have introduced new policies specifically designed to offer coverage for pandemics and epidemics. These changes reflect the industry’s efforts to adapt and address the evolving risks and concerns faced by policyholders.

Challenges Faced by the Insurance Industry during Covid-19

While the insurance industry demonstrated resilience during the Covid-19 pandemic, it faced several challenges. Risk assessment and underwriting became more complex as insurers evaluated the potential impact of the pandemic on policyholders’ health and financial stability. Regulatory and legal uncertainties also emerged, leading to debates regarding coverage for Covid-19-related claims and the interpretation of policy terms and conditions.

Additionally, insurers grappled with customer retention and satisfaction. Delays in claims settlement, caused by increased claim volumes and overwhelmed processing systems, frustrated policyholders. Moreover, communication challenges arising from remote work arrangements made it difficult for insurers to provide personalized support and address customer concerns effectively.

Opportunities for Growth and Innovation

The Covid-19 pandemic created opportunities for growth and innovation within the insurance industry. The crisis accelerated the adoption of digital transformation and highlighted the importance of embedded insurance platforms like Bharatsure. These platforms leverage technology to seamlessly integrate insurance offerings into existing products or services, enhancing accessibility and convenience for customers.

Moreover, the pandemic underscored the need for expanded insurance coverage and awareness. Insurers now place greater emphasis on health and wellness insurance, encouraging individuals to prioritize their physical and mental well-being. Education and outreach programs have also gained momentum, aimed at enhancing insurance literacy and enabling individuals to make informed decisions about their coverage needs.


The COVID-19 pandemic has undoubtedly brought about a transformative shift in the insurance industry, particularly in the realm of life insurance. As consumers faced unprecedented challenges and uncertainties, the demand for financial protection soared, leading to an increased interest in life insurance policies, especially term plans. Insurers responded with agility, adopting digital underwriting processes and offering targeted products to cater to evolving customer needs. The pandemic’s impact also ushered in a new era of digitalization, with online transactions becoming the preferred mode for buying and renewing life insurance policies. Insurers embraced technology, providing seamless and contactless services, ensuring a convenient and safe experience for policyholders.

As the insurance landscape continues to evolve, opportunities for growth and innovation are abundant. The industry’s focus on customized solutions, expanded coverage options, and education initiatives will foster a more customer-centric approach, enabling individuals to make well-informed decisions about their insurance needs. For consumers, this paradigm shift in the insurance industry presents an opportune moment to prioritize financial planning and protection. By exploring the array of options available, including embedded insurance platforms like Bharatsure, individuals can secure their financial future with confidence.

The COVID-19 pandemic has reshaped the perception of life insurance, emphasizing its pivotal role in safeguarding families during uncertain times. As India’s insurance sector adapts and innovates, the industry stands poised to provide comprehensive and tailored solutions, assuring individuals of a secure and resilient tomorrow. Stay informed, stay protected, and embrace the evolving landscape of online life insurance in India.

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