August 19th, 2026: Hansa Research, India’s leading consumer insights firm, has released the 2nd edition of the Health Insurance Customer Experience Score (CuES) 2026 report, offering a comprehensive view of how health insurance customers’ expectations, behaviours and experiences are evolving across the country.
Drawing insights from 4,000 respondents across more than 12 health insurance brands, the study highlights a significant shift in the mindset of the health insurance consumer. Financial protection against rising medical expenses remains the leading purchase motivation, cited by 54% of buyers in 2026, up from 48% in 2025. Yet, despite increasing adoption, the overall customer experience remains under pressure. The Industry NPS stands at 50% in 2026, compared with 55% in 2025, suggesting that consumer expectations are rising faster than the experience being delivered.
This decline coincides with rapid industry evolution, where heightened competition, technological advancements, and regulatory focus are raising expectations around service, transparency, and policyholder protection. Consumers are increasingly asking whether insurers can make healthcare easier to access, simpler to navigate, and more reassuring when they need it most.
While brand perceptions, product proposition and customer experience all shape NPS, experiences across key moments; particularly product relevance, purchase and onboarding, customer support and claims are becoming critical differentiators. Although brand remains an important foundation driven by trust, transparency, ease of dealing, value, digital capability, innovation, and hospital networks, the immediate opportunity lies in consistently translating that brand promise into everyday customer interactions.
Brand Rankings
Tata AIG leads the Industry, securing #1 rank with an NPS of 59%. ICICI Lombard claims #2 spot with an NPS of 55%, followed by Bajaj Allianz, which holds the third position with an NPS of 54%. TATA AIG stands out for combining strong brand confidence with a responsive customer experience. It leads the industry on perceptions of being trustworthy and innovative, while performing strongly on accessibility and responsiveness when customers need support.
Industry NPS Highlights
Claims are getting faster, but the customer experience on Claims still has room to improve
For consumers, the value of health insurance becomes most tangible at the time of hospitalisation or claims. While operational claim settlement metrics are improving, the claims journey continues to present points of friction, with 4 out of 10 policyholders who made a claim reporting at least one issue. Problems relating to the provider or hospital network are the most commonly reported challenge, followed by delayed pay-outs and pre-authorisation issues.
Conversely, there are encouraging signs of speed, with the majority of claimants reporting that their cases were processed within two weeks. As technology and AI increasingly enable faster processing, fraud detection, and personalized engagement, insurers have an opportunity to use these capabilities not just for automation, but to actively reduce anxiety throughout the healthcare journey.
Consumers are taking greater ownership of their coverage
Consumers are increasingly building their protection portfolios rather than relying on a single policy. 32% use additional policies to address gaps in corporate or employer-provided coverage. This points to a consumer who is not merely purchasing insurance, but actively assessing whether their existing coverage is adequate for their family’s needs.
Digital behaviours are evolving in tandem; mobile apps and self-service platforms are gaining traction for renewals and claim tracking, with intuitive interfaces particularly favoured by younger demographics.
Sharing some insights on the Hansa Research, Health Insurance CuES report, Praveen Nijhara, CEO, Hansa Research said, “The Health Insurance CuES 2026 report reflects a fundamental shift in how consumers think about health insurance. As adoption expands and medical costs continue to rise, consumers are becoming more discerning about the protection they purchase and the value they receive from it. Their expectations are extending beyond the policy itself to the experience that surrounds it, with greater demand for simplicity, responsiveness and confidence throughout the policy lifecycle. For insurers, this is raising the bar for differentiation. The brands that recognise this shift and deliver a seamless, reassuring experience will be best positioned to build stronger and more enduring customer relationships.”
Piyali Chatterjee, Executive Vice President, CX, Hansa Research said, “The claims journey remains a defining moment in the health insurance experience, particularly at a time when customers are already dealing with the stress and uncertainty of healthcare needs. Our findings suggest that improving this experience will require more than simply faster settlements. Expanding cashless hospital networks, simplifying pre-authorisation and ensuring timely payouts can help reduce friction, while clearer communication on coverage, documentation and claim status can make the process more transparent and easier to navigate. As consumers become more informed about their choices, insurers that deliver a dependable, well-connected and reassuring claims experience will be better placed to build confidence and strengthen long-term relationships with policyholders.”
Key Findings from the Hansa Research Health Insurance CuES 2026 Report
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Financial protection remains the primary purchase driver:
54% of health insurance buyers cite protection against rising medical expenses as their main reason for purchasing insurance, up from 48% in 2025. -
Claims friction persists despite operational gains:
While operational difficulties reduced, friction surrounding pre-authorization turnaround times, documentation continues to exist. -
Digital engagement is growing:
Mobile apps and self-service platforms are increasingly being used for policy administration, renewals and claim tracking, particularly among younger policyholders. -
Price Transparency Drives Retention:
Unannounced premium increases and hidden terms continue to be the leading drivers for policy porting and switching. Clear communication during policy renewal cycles is proven to directly boost retention rates.
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Better hospitals matter as much as better insurance
Faster claims and stronger hospital networks are the two most important improvements consumers want from their insurers, signalling that the future of health insurance experience is closely linked to access to quality healthcare.
The next phase of growth must be measured not only by how many people are insured, but by how well protected they are and how confidently they can use that protection. Insurers must now pivot from simply expanding coverage to redefining the speed, accessibility, and trust of everyday protection.