Star Health and Allied Insurance Company Ltd’s FY26 direct digital channel data shows that young, salaried Indians are increasingly using digital channels to buy higher-value health insurance covers.
The data points to a shift in health insurance buying behaviour, with digitally comfortable consumers moving from assisted, intermediary-led journeys towards more direct and self-led decision-making.
Young professionals drive digital adoption
Star Health’s FY26 direct digital channel insights show that young working professionals are driving the shift, using digital purchase journeys while opting for higher health covers than the company average.
Nearly 60% of fresh health insurance policies sold through the channel were purchased by salaried professionals, indicating growing adoption of health insurance among the working population.
Customers opt for wider protection
Close to 10% of fresh policies were for higher-benefit products such as critical illness and hospital cash benefits, reflecting greater awareness of additional health protection options.
Almost 16% of fresh health insurance gross written premium (GWP) in FY26 was sourced through the direct-to-consumer (D2C) channel.
D2C channel records strong growth
“Nearly 66% of our D2C customers are below 40 years, and they are opting for an average sum insured of ₹14 lakh, compared to ₹12 lakh across the company. With the channel growing 38% year-on-year in FY26, the trend is clear,” Star Health and Allied Insurance, Chief Business Officer – D2C Vertical, Deepakh Himmatsinghka, said.
“Young, digitally connected consumers are not only buying health insurance earlier but are also choosing higher levels of protection,” he said.
Technology reshapes purchase journey
The shift in consumer behaviour is also prompting Star Health to strengthen its digital approach, with technology being used to make health insurance more accessible, personalised and seamless.
The company has built a technology-led ecosystem covering digital payments, multilingual engagement, AI-enabled assistance and personalised human support across the digital purchase journey.
Focus on accessible digital insurance
“At Star Health, we are investing in technology, Artificial Intelligence, multilingual access and human guidance to make health insurance simpler, more accessible and more relevant for the next generation of policyholders,” Star Health and Allied Insurance, Whole-Time Director and Chief Marketing Officer, Himanshu Walia, said.
The company said its digital strategy is focused on addressing the evolving needs of digitally connected consumers while supporting greater awareness and adoption of health insurance.