Online has been a buzzword in India for the past few years across industries such as travel, retail and lately in education. In the mean time, insurance is also witnessing good appetite from consumers as they start buying more and more insurance products online. Earlier, Internet was the preferred channel for product research, renewals of policies and paying premiums. However, now consumers are also purchasing policies online as it offers cost savings, transparency and convenience. Currently, around 17,000 policies are purchased online every month, though the given figure only constitutes 2% of overall offline sales. Policybazaar.com has seen a 200 % increase in sales over the last two years. Over 70 % of online insurance sales happen through the website.
Online Insurance in India: How did it start
Like the journey of online travel and retail industry, insurance began with emergence of comparison and research platforms online. The concept of insurance aggregation took off in 2005 with players like Apnainsurance and Bimadeal entering the market. Soon, around 20 other players such as Policybazaar, Zibika, Fintact, Myinsuranceclub, Insuring India and several others launched their own aggregation sites. After testing the aggregation model, startups extended to selling leads to insurance companies and earned commission on lead conversion.
Online Insurance in India: Evolution
Over the past 7 years developing a platform for aggregating and selling (leads & policies) online insurance has been a slow ride for startups, often strangulated by multiple regulations. Further, regulatory challenges drove venture capitalists and investors away from this sector. According to Venture Intelligence, a firm that tracks VC funding, only Policybazaar is funded in the insurance aggregation space. Intel Capital and Infoedge collectively invested around $ 9 million (40 crore) in the company.
To understand how startups are faring in this space, we analyzed their Alexa ranking. Policybazaar is the only player which falls in three digit rank (770) in India followed by Apnapaisa that is ranked at 1623. Rest of the players run into four digit ranks in Alexa. While most of the players in aggregation space are still active and competing with each other, some have also shut down. For instance Fintact.com is no more operational.
Policybazaar and Myinsuranceclub have gone beyond the aggregation model and have started selling policies online as they have received approvals from the regulatory body. The approval from Insurance Regulatory and Development Authority (IRDA) was significant milestone for both companies as it now becomes a channel which is recognized and approved as a growth area even by the regulator.
Most of the existing insurers started selling online in 2010-2011 and at present, almost close to 33 insurers are offering more than 1000 products online. Majority of them are currently focused on term insurance but many brands are looking beyond just distributing transaction products like term insurance and car insurance. They are considering Internet as a channel of the future which will make significant contributions to business and growth.
Three insurance companies, which have included Internet and online aggregators as a major focus in their distribution strategy are Aegon Religare, Aviva Life Insurance & HDFC Life Insurance. Over 65 % of insurance based searches are dominated by one player i.e Policybazaar.
Online Insurance in India: Growth
The overall growth registered by aggregation startups is not encouraging; however Policybazaar registered 200 % growth over the past two years. Currently, 70 % sale of overall online insurance happens through Policybazaar. Also in online lead generation segment where insurance aggregators sell leads to insurers, Policybazaar dominates the market with 4 out of every 5 leads (via internet) done by them.
Myinsuranceclub, a Mumbai based startup started in late 2009 reports 2 lakh (.2 million) unique visitors every month. However, Myinsuranceclub does not reveal any specific number of leads it is selling to insurance companies. The startup earned IRDA approval to sell leads and policies to insurance companies in July this year.
Until the first half of 2011, majority of the insurance policies were bought by people in metros and tier 1 cities. However, according to Policybazaar data, around 39% of its traffic is beyond the top 8 metros in the country. It has seen a huge demand for customers from mid-level towns like Jaipur, Indore, Surat, Lucknow etc.
Meanwhile, HDFC Life has also seen a significant chunk of its sale coming from tier 2 & 3 cities. As compared to the past where 90% of the online sales came from metro cities, in the last few month it has seen a major shift in sales coming from tier 2 & 3 cities as well.
Online Insurance in India: Challenges
In aggregation and selling of insurance policies via third party platforms (such as Policybazaar, Myinsuranceclub), the toughest challenge to get IRDA’s approval as it is a strictly regulated space. Till now only Myinsuranceclub and Policybazaar received approval from RDA to sell leads to insurance companies. In April 2011, IRDA had laid down guidelines for insurance aggregators, which eventually made the ecosystem tough for startups to thrive. Some of the guidelines are listed below:
Only IRDA approval to generate leads for insurance companies: Only IRDA approved web aggregators can generate insurance related leads for insurance companies. The IRDA usually grants approval for a period of three years to the web aggregator.
Minimum net worth: The web aggregator shall have a minimum net worth of not less than Rs 50 lakh at any time during the previous three consecutive years.
Payment terms: Web aggregators can’t take advance payments from insurers . Payments can be made to web aggregators only on leads that result in the sale of a policy. The fee for the lead can’t go beyond twenty five percent of the commission payable on the first year premium sold. The insurers are prohibited to pay any fees for renewal and services such as maintenance of the database, development, communication, advertisements, sales promotion, infrastructure, training, entertainment among others.
Financial terms: Insurers have to enter into an agreement with the web aggregator approved by IRDA, which shall necessarily include details such as fee/commission for the leads to be shared. The agreement can only be valid for a period of three years.
Fund raising has been extremely difficult because investors are wary of regulations and scale of business. To sell insurance policies online, one needs to have a strong backend team (call centres) to brief buyers about the nitty gritties. Such skilled support executives are in short supply.
Online Insurance in India: The Road Ahead
Online insurance is expected to follow the growth trajectory of online travel in the next 2-3 years to come. The markets in UK & Europe have clearly shown the way, where online insurance started with aggregation model and now 70% of auto insurance in most of European countries is sold online. The Indian industry will evolve much in the same fashion, according to industry watchers.
Once the regulations ease in bits and pieces as expected by the markets, the otherwise cash starved space is likely to see higher investor interest.
By 2015, the online insurance industry is expected to grab 25-30% of the overall insurance market, out of which 50-60% of volume would be dominated by third party aggregators. What we have seen so far is the run up. The big leap will come in the coming years.


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