Indian insurers recast health cover as a Gen Z wellness product
Acko and peers are leaning into preventive care, telemedicine, AI-led discovery, YouTube and creator content as Gen Z researches insurance digitally. Policybazaar found 61% of Gen Z respondents had bought or considered health insurance, versus 19% for term cover.
What happened
Acko · Indian insurers are repositioning health insurance around wellness, telemedicine and preventive care to attract Gen Z. Digital research, AI, YouTube and
Key facts
- Policybazaar surveyed 4,620 Indians in 2025
- 61% of Gen Z had bought or considered health insurance
- 19% found term insurance compelling
- 23% used AI for insurance research
- 46% preferred YouTube for research
- Digital allocations for younger audiences have risen from 20-30% to 50-70% or more
- About one in three working Gen Zs planned to buy term insurance
Why this matters
Partnerships or acquisitions in telehealth, preventive wellness, AI guidance and creator-distribution platforms could help insurers build the daily-use relevance needed to capture Gen Z customers.
What to watch
- Sustained increases in Gen Z health-policy renewals versus first-year purchases and lapses.
- Growth in preventive-care, telemedicine and mental-health utilization among policyholders.
- IRDAI guidance on influencer advertising, AI recommendations, wellness-linked pricing or health-data consent.
- Rising customer complaints related to exclusions, denied claims or mis-selling through digital channels.
- Insurer partnerships with wearables, fitness chains, digital pharmacies, diagnostics networks and employer-benefits platforms.
- Whether term-insurance consideration rises after bundled health-and-life offerings are introduced.
- Launch app-first health plans with teleconsultation, diagnostics, mental-health and preventive-care allowances.
- Partner with gyms, wearable brands, pharmacy chains, nutrition platforms and diagnostic labs to create recurring engagement between premium payments and claims events.
- Use creator content to explain exclusions, waiting periods, co-pays and claim processes, not just wellness benefits.
- Build health-to-life conversion funnels: offer term-cover prompts after marriage, first job, home loans, parent coverage or childbirth planning.
- Shift underwriting and retention models toward consented wellness engagement signals while maintaining clear privacy controls.
- Create affordable monthly-payment and starter-policy tiers for first-time buyers.
Also reported by
- ET Brand Equity — Same time