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Incipient Insurance: Attitudinal Variations amongst Gen Z in India

There is no getting around the fact that India, despite being one of the world’s leading economies has an abysmally low level of penetration when it comes to Insurance.

As a new cohort makes its way to working age and begins to confront the many dilemmas of adulthood, Insurance seems to have taken center stage. A looming pandemic, coupled with the younger generation being witness to the ill effects of rapid urbanization and sedentary lifestyles has highlighted the importance of insurance to India’s GenZ population.

Tiered Expectations

Urban India hosts about 30% of the Indian population, with the remaining 70% being distributed amongst Tier 2/Tier 3 cities and rural areas. In the absence of definitive data regarding GenZ’s outlook towards Insurance, we shall rely on the prevailing attitudes demonstrated by millennials (who are astoundingly close to GenZ when it comes to outlook and behavior).

An online study conducted by Policybazaar revealed that respondents from Tier 2 and Tier 3 cities were far more likely to renew their health and term insurance when compared to their Tier 1 counterparts (89% versus 77%). 

A large part of this could be attributed to Tier 2/Tier 3 cities being more grounded in familial values, and higher incidences of diseased folk not having access to advanced medical care in times of distress. Furthermore, Tier 2/Tier 3 cities are less likely to feature more avenues of distractions thereby inculcating a more conservative attitude amongst the younger folks in these places, particularly GenZ. 

This attitude has a direct bearing on the kind of services that GenZ customers from smaller towns expect. Since they are not as informed, they tend to seek more information and niche insurance plans that are uniquely suited to their needs. Agents who can empathize with them are also a welcome addition to it. 

As for Tier 1 residents, those who come from relatively affluent backgrounds are less likely to worry about insurance as they have a solid safety net to fall back on. Consequently, expectations have less to do with the variety and depth of insurance plans, and more to do with slick, delightful user interfaces that are on par with the other consumer-facing apps that they are used to.

Several respondents, across both Tier 1 and Tier 2/Tier 3 cities who were hospitalized experienced the distress of not having a proper insurance plan (or a plan with limited coverage) and were jolted into seeking a comprehensive insurance plan. The collective sentiment is that health coverage ought to hover anywhere between ₹15 – ₹20 Lakhs to ensure that medical expenses do not end up denting one’s savings.

Despite the ongoing economic slump, GenZ has woken up to the perils of putting the horse before the cart and is more likely to prioritize their health over almost everything else. The insurance market could very well experience a period where demand is relatively inelastic as Insurance becomes a non-negotiable for many young Indians.

InsurTech firms and a redefined Insurance distribution playbook only mean that the age-old model of deployed agents and brokers is going to be upended. GenZ, being a digitally savvy and precocious lot is more likely to undertake extensive research and seek out honest advisors before purchasing an insurance product.

Insurance, Disrupted

Technology has finally caught up to the insurance industry and is working its way toward disrupting it at a record pace. Improved connectivity and radically improved customer service in adjacent industries have raised the bar for satisfying GenZ. This is the primary factor that is driving the expectations and attitudes of GenZ when it comes to Insurance.

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Sales Applications Are Disrupting More Than Just Sales

Sales success today isn’t about luck or lofty goals—it’s about having the right tools in your team’s hands, wherever they go. Following our earlier in-depth exploration of sales technology, we will now examine how cutting-edge sales apps are becoming the backbone of modern industries, transforming complex workflows into seamless, growth-driving machines.

From retail to healthcare, logistics to real estate, businesses are deploying sales applications to enhance operational transparency, cut redundant tasks, and build intelligent sales ecosystems. These tools are not only digitizing workflows—they’re driving growth, improving engagement, and redefining how field teams operate.

Lead Ecosystems: Unified visibility across channels

One app. Five workflows. Zero friction.

A leading insurance brand relaunched their app—a sleek, powerful sales companion that’s turning everyday agents into top performers.

No more paperwork. More time to sell.

Here’s what changed:

  • Every visit is tagged, tracked, and followed through. Renewals? Never missed. Leads? Fully visible.
  • Attendance and reimbursements went on autopilot. No more manual logs. No more chasing approvals.
  • New business and renewals are tracked in real time, with accurate forecasting that sales leaders can finally trust.
  • Dashboards are clean, configurable, and useful—insights that move the business, not just report on it.
  • Seamless Integrations. API connectivity with Darwin Box, IMD Master Data, and SSO authentication for a unified experience.

The result? A field team that moves faster, sells better, and works smarter.

Retail: Taking Orders from the Frontline—Smartly

Field sales agents in retail, especially FMCG, used to rely on gut instinct. Now, with intelligent sales applications:

  • AI recommends what to upsell or cross-sell based on previous order patterns
  • Real-time stock availability and credit status are visible in the app
  • Geo-fencing ensures optimized route planning
  • Built-in payment collection modules streamline transaction closure

Healthcare: Structuring Sales with Compliance and Precision

Healthcare leaders don’t need more reports—they need better visibility from the field.  Whether it’s engaging hospital networks, onboarding clinics, or enabling diagnostics at the last mile, everything needs precision, compliance, and clarity. 

Mantra Labs helped a leading healthcare enterprise design a sales app that integrates knowledge, compliance, performance, and recognition, turning frontline agents into informed, aligned, and empowered brand advocates. 

Here’s what it delivers:

  • Role-based onboarding that keeps every level of the field force aligned and accountable
  • Escalation mechanisms are built into the system, driving transparency across commissions and performance reviews
  • A centralized Knowledge Hub featuring healthcare news, service updates, and training modules to keep reps well-informed
  • Recognition modules that celebrate milestones, boost morale, and reinforce a culture of excellence

Now, the field agents aren’t just connected—they’re aligned, upskilled, and accountable.

Real Estate: From Cold Calls to Smart Conversions

For real estate agents, timing and personalization are everything. Sales applications are evolving to include:

  • Virtual site tour integration for remote buyers
  • Mortgage and EMI calculators to increase buyer confidence
  • WhatsApp-based lead capture and nurture sequences
  • CRM integration for inventory updates and automatic scheduling

Logistics: From Chaos to Control in Field Coordination

Field agents in logistics are switching from clipboards to real-time command centers on mobile. Modern sales applications offer:

  • Live delivery status and route deviation alerts
  • Automated dispute reporting and issue resolution tracking
  • Fleet coordination through integrated GPS modules
  • Customer feedback capture and SLA dashboards

What’s new & what’s next in Sales Applications?

Here’s what’s pushing the next wave of innovation:

  • Voice-to-Text Logging: Agents dictate notes while on the move.
  • AI-Powered Nudges: Apps that suggest next-best actions based on behavior.
  • Omnichannel Communication: In-app chat, WhatsApp, email—unified.
  • Role-Based Dashboards: Different data views for admins, managers, and field reps.

What does this mean for Business Leaders?

Sales Applications are not just tactical tools. They’re platforms for transformation. With the right design, integrations, and analytics, they:

  • Replace guesswork with intelligence
  • Reduce the cost of delay and manual labor
  • Improve agent accountability and transparency
  • Speed up decision-making across hierarchies

The future of field sales lies in intuitive, AI-driven applications that adapt to every industry’s nuances. At Mantra Labs, we work closely with enterprises to custom-build sales applications that align with business objectives and ground-level realities.

Conclusion: 

If your agents still rely on Excel trackers and daily call reports, it’s time to reimagine your sales operations. Let us help you bring your field operations into the future—with tools that are fast, field-tested, and built for scale.

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