Axis Max Life’s E-Commerce Channel Records 52% Two-Year CAGR

Chennai: Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited, has announced a robust 52% two-year Compound Annual Growth Rate (CAGR) in its E-Commerce Channel for H1 FY26. This performance has firmly positioned the company as one of the leading players in India’s online protection and savings market.

Strong Growth Momentum

Over the past three years, Axis Max Life’s E-Commerce Channel has emerged as a cornerstone of policy sourcing. It accounted for 31% of all new policies in FY25 and 35% in H1 FY26, underscoring its growing market share. The Direct-to-Consumer channel, through the company’s website, also scaled rapidly, reporting ₹219 crore Annual Premium Equivalent (APE) in H1 FY26, with a 52% YoY growth.

Digital-First Strategy

Axis Max Life attributes this success to its core digital capabilities, including:

• A robust performance marketing and analytics engine.
• Pre-approved, three-click DIY cross-sell and up-sell journeys.
• Seamless customer onboarding via regulated credit bureaus and account aggregation.
• AI-driven voice-to-text platform for capturing sales and customer insights.
• A unified experimentation engine enabling A/B testing across the channel.

These initiatives have sharpened conversion, personalized customer experiences, and scaled performance with data-driven discipline.

Leadership Perspective

Sumit Madan, Managing Director & CEO of Axis Max Life, said: “Our significant E-Commerce Channel growth is a clear signal of our digital dominance and a testament to the trust customers place in our online offerings. Our leadership in both online Protection and Savings segments reflects our commitment to building a seamless omni-channel experience that meets the evolving needs of new-age customers. With trust and innovation at the core, we are making insurance simpler, smarter, and more accessible.”

Sustained Innovation

The company’s relentless focus on product excellence, strong distributor partnerships, and digital innovation has been instrumental in sustaining growth. Structured buying journeys, personalized mobile purchase experiences, and a robust communication engine have further strengthened customer engagement and decision-making.

Axis Max Life continues to build its digital marketing muscle, ensuring its E-Commerce Channel remains a key driver of growth in India’s online insurance landscape.