Axis Max Life, formerly known as Max Life Insurance, 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 personalised 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 its 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.
Mr Sumit Madan, Managing Director & CEO, Axis Max Life Insurance, said, "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."