Digital onboarding of insurance agents in under a minute, instant commission disbursals, and the digital distribution of products have enabled InsuranceDekho to penetrate Tier 2 and Tier 3 markets effectively, said Aman Batra, Chief Strategy Officer of the Gurugram-based insurance aggregator.
Speaking at the News18 Rising Bharat Summit 2025, Batra said nearly 90 percent of the company’s sales now come from smaller cities and towns. “We could build trust with agents because they could withdraw commissions anytime, thanks to digitised processes. It also helped us onboard over 2.4 lakh agent partners,” he said.
Batra added that Generative AI is aiding agents in recommending the right products and nudging customers for policy renewals, boosting efficiency and retention.
He emphasised that traditional distribution models cannot solve India's low insurance penetration. The Indian insurance market is valued at approximately $132 billion, with most customers still untapped.
InsuranceDekho’s strategy has been to look beyond saturated Tier 1 markets. Today, over 50 percent of its business comes from Tier 3 towns and beyond, Batra said.
To build trust, the company taps into hyperlocal networks, including housewives, shopkeepers, and students, as agents. “These people are trusted in their communities. We use real-life case studies to show how insurance helped someone they know, which builds awareness and confidence,” he said.
Looking ahead, InsuranceDekho plans to use tech to customise products based on customer profiles, and to cross-sell financial services. The company is also eyeing a public listing within 18 months.
“The industry is ripe for consolidation,” Batra said. “Scale will be key to reaching the next 500 million customers.”
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