Nearly 48% of health insurance buyers said their primary reason for purchasing a policy was protection against rising healthcare expenses, according to the report.
The study also found that 30% of policyholders are purchasing additional cover to supplement their employer-provided insurance, reflecting a growing need for comprehensive protection.
The report, based on inputs from over 3,800 customers across 12 insurers, highlights that ease of claims, digital service quality, and hospital network accessibility now play a major role in customer satisfaction and loyalty.
The industry-wide Net Promoter Score (NPS) stands at 55%. Top-ranked insurers outperformed the average on several key metrics, including claims experience, service transparency, and digital tools.
However, claims-related issues remain a major challenge. The report found that 55% of customers who filed claims faced difficulties, including slow payouts, limited hospital tie-ups, and pre-authorization delays. These issues were more pronounced among millennials, who demand faster, more efficient service.
“Customers today expect seamless and transparent service across the policy journey,” said Praveen Nijhara, CEO, Hansa Research, which conducted the study. “This report reflects a significant shift in expectations.”
Consumer preferences are evolving toward wellness-linked, customisable plans, with many expecting 24/7 customer support and easy digital access.
The report suggests that insurers offering such features tend to enjoy higher satisfaction scores and stronger brand loyalty.
Portability of health insurance policies is also driving change. With switching becoming easier, customers are more willing to leave insurers over premium hikes, poor claims experience, or lack of transparency. This trend, the report notes, is pushing insurers to focus more on end-to-end value rather than just policy acquisition.
Among non-policyholders, affordability, complexity of product terms, and lack of awareness were key barriers to adoption.
The report suggests addressing these through simplified communication, micro-insurance products, and streamlined onboarding processes.
“Improving claim turnaround times, expanding hospital networks, and simplifying protocols can significantly enhance trust,” said Piyali Chatterjee, Executive Vice President – CX at Hansa Research.
