New
Delhi, April 8, 2026 : Axis Max Life Insurance Limited
(“Axis Max Life” / “Company”), formerly known as Max Life Insurance Company
Limited, has secured the top position in the Hansa Research Customer
Experience Study (CuES) 2026, ranking #1 among Indian life insurers
with a Net Promoter Score (NPS) of 61. Conducted by Hansa Research,
a full-service global market
research agency conducting research in over 100 countries, the study
captures insights from over 3,500 customers across 12 life insurers and
measures performance in customer satisfaction and trust, as customers demand
more personalized and proactive engagement.
Axis
Max Life’s leadership in Life Insurance CuES 2026 reflects its deliberate shift
from delivering process consistency to building customer advocacy by deepening
customer engagement and personalizing interactions across the policy lifecycle.
Using AI and analytics-led segmentation, the Company tailors onboarding,
service, and renewal journeys based on customer behaviour and needs rather than
a one-size-fits-all approach. Digital-first platforms such as ‘DigiSaarthi’
enable flexible, self-served and assisted journeys, while Gen AI-powered
service and speech analytics help prioritize requests, personalize renewal
conversations and deliver faster, more relevant resolution – strengthening
trust and advocacy at key moments that matter. Nearly 90% of customer
interactions are now powered by intelligent, digital-first channels. The
Company’s Customer App offers an experience that simplifies renewals with single-tap
payments and AI-driven reminders, boosting customer lifetime value.
The
Company has redefined turnaround times at scale. Around 70% of customer queries
and requests are now resolved within 48 hours, and 97% of policy benefits are
processed on the same day. A substantial portion of this improvement is driven
by our Gen AI-powered email bot, which handles over 25% of customer emails.
The
Company has also maintained its claims-paid ratio consistently above 99% for
the past 5 years, achieving its highest-ever 99.70% in FY2025.
Sumit
Madan, Managing Director & Chief Executive Officer, Axis Max Life
Insurance, said: “In an industry where customer advocacy is
earned, not assumed, Axis Max Life is setting the benchmark by combining
sharper segmentation, deeper engagement, and experience design anchored in
moments that truly matter. Our #1 ranking in Hansa Research’s Life Insurance
CuES 2026 is a strong validation of our focused effort to move beyond customer
satisfaction to build genuine advocacy. By leveraging digital technology and
data analytics, engaging more meaningfully at critical touchpoints, and
re-imagining journeys across onboarding, renewals, claims, and service
resolution, we are creating an insight-led, cloud-native customer experience;
one that is built on trust, delivers with speed, and is guided by empathy.”
This
recognition adds to Axis Max Life’s growing portfolio of accolades for customer
experience excellence, including national-level honors for digital
transformation and AI-led transformation. Together, these reflect the Company’s
sustained investments in building a future-first organisation driven by trust,
insight, and operational excellence.
About Axis
Max Life Insurance Limited
(https://www.axismaxlife.com)
Axis
Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd.,
is a Joint Venture between Max Financial Services Limited (“MFSL”) and Axis
Bank Limited. Axis Max Life offers comprehensive protection and long-term
savings life insurance solutions through its multi-channel distribution,
including agency and third-party partners. Over two decades, the Company has
built its operations on a need-based sales process, a customer-centric
engagement model and trained human capital. As per audited financials for
FY2024-25, Axis Max Life recorded a gross written premium of INR 33,223 crore.
IRDAI
Registration No.: 104
Company Information Number: U74899HR2000PLC143012
