Indian health insurance customers' expectations, driven by rapidly evolving digital mindset are rapidly changing according to a new survey by consumer insights firm Hansa Research.
The survey findings released in May 2025 reveal that the digital mindset drives the insurance customers for policy purchase and management. The survey found that there is a clear preference for personalised, flexible and wellness-oriented health insurance plans, which are associated with higher satisfaction and stronger brand affinity.
A press release by the company said the insurers that align their offerings with these preferences are more likely to attract and retain today’s informed and health-conscious consumers.
The survey found that consumers’ preferences for health insurance brands are shaped by three core factors: the product offering—particularly the range and coverage of critical illnesses and plan flexibility; a strong and trustworthy brand reputation; and convenient access to 24/7 customer service.
The study found that especially the millennials expect round-the-clock support and seamless digital experiences, making these critical differentiators for the health insurers.
The study also found that the growing ease of health insurance portability has shifted the balance of power toward the consumer, pushing insurers to focus on delivering value across the entire policyholder journey—not just at the point of acquisition.
Premium increases, lack of transparency, and unsatisfactory claim experiences are the top reasons for the health insurance policyholders to switch health insurers. This highlights a growing demand for fair, transparent, and consistent service.
Claims process continues to be a critical friction point, with 55% of claimants reporting difficulties. The main concerns include limited hospital networks, pre-authorisation delays and slow payouts. These issues are even more pronounced among the younger generations, who have higher expectations for speed and simplicity.
A smooth and efficient cashless claims process is strongly linked to overall satisfaction, underlining the need for insurers to invest in both digital capabilities and operational efficiency.
Hansa Research CEO Praveen Nijhara said, “The Health Insurance CuES 2025 report reflects a major shift in consumer mindset. Customers today are better informed, more vocal and expect seamless experiences. This highlights the importance of transparency, service quality and innovation in building lasting trust.”
The survey findings highlight the fact that despite rising awareness, several barriers continue to prevent non-policyholders from entering the health insurance ecosystem. The most cited concerns include a lack of perceived need/ benefits of health insurance, affordability, and complexity of terms and conditions.
Addressing these barriers through clear communication, affordable micro-products, and simplified onboarding processes will be essential for expanding coverage and inclusion across demographics.