Digital insurance customers in India tend to generate 40% higher policy premiums than traditional off-line buyers, according to a new research report.
The new 46-page study report “Decoding the DICA Consumer” (Digitally Influenced, Closed with Assistance) research report published in October 2026 is based on research conducted by Google with McKinsey & Company as knowledge partner.
The study found that people do utilise digital online channels for extensive pre-purchase research, however, they still close the transaction with human assistance. The study revealed that less than 30% of buyers actually complete the process of buying an insurance cover entirely online.
The report found that among over 60 insurers in the market, 78% of consumers narrow their options to two or three brands before speaking to an advisor. More than half stick to that shortlist after the conversation, which means brand conviction is largely locked in before an agent enters the picture. Buyers now come to advisors to assess findings, decode the fine print and be assured of service continuity.
Google India Director Sales Siddharth Shekhar said, “Digital tools enable consumers with a self - guided education and help in forming a consideration set, while offline interactions can provide additional guidance and validation. Coordinating these channels effectively can support more informed decision - making for Indian consumers.
“This reality gives rise to the DICA (Digitally Influenced, Closed with Assistance) consumer. These individuals want the best of both worlds: the transparency, speed, and scale of digital education, seamlessly combined with the empathy, validation, and personalised advice of a human expert.”
Mr Shekhar said, “For the industry, this represents a pivotal moment. A key consideration is how to serve this evolving consumer need. This isn't just about finding ways to acquire consumers; it's about redesigning the consumer experience. It means offering clear, educational content when a family is researching their insurance needs on their living room TV and then connecting them to an advisor who respects and can build upon the research they have already done.”
The study surveyed 1,039 insurance consumers, anonymised lead-to-conversion data from life and health insurers, interviews with advisors and distribution platforms, and Google and McKinsey insights.