The world of underwriting has undergone a significant transformation in recent years. Driven by technological advancements, and changing consumer behaviors underwriting processes have become more efficient and accurate, leading to better outcomes for both insurance companies and customers. One of the recent examples is Munich Re, a leading reinsurer, launching a risk assessment and e-application solution to enable life insurance carriers to underwrite new policies faster and with greater accuracy. Innovative approaches like these are reshaping the insurance industry offering opportunities to enhance customer experience. In this article, we will explore how technology is revolutionizing insurance underwriting in India.

The Importance of Underwriting

Underwriting is not just a process; it’s the backbone of the insurance industry. It’s the mechanism that allows insurance companies to balance risk and reward, ensuring that they remain profitable while providing coverage to their customers.

Key factors driving underwriting transformation and its implications on the insurance landscape:

Data Revolution

One of the primary drivers behind the paradigm shift in underwriting is the explosion of data. In today’s digital age, there is an unprecedented amount of data available, including customer demographics, financial history, online behavior, and even IoT-generated data. This wealth of information provides insurers with a more comprehensive view of each individual’s risk profile. By harnessing data analytics and machine learning algorithms, insurance underwriters can analyze this data to make more accurate predictions about an individual’s risk.

Customer-Centricity

In the past, underwriting was often perceived as a one-size-fits-all process. However, the paradigm shift in underwriting places a greater emphasis on customer-centricity. Insurers are tailoring policies and premiums to individual needs and behaviors, fostering customer loyalty and satisfaction. This shift towards personalization not only benefits policyholders but also helps insurers manage risk more effectively.

Mobile Technology:

The widespread use of smartphones in India had a significant impact on underwriting. Insurance companies can leverage mobile technology to collect real-time data, enabling them to make more informed underwriting decisions. For example, health insurance companies can track customers’ fitness levels via mobile apps and offer personalized premiums based on lifestyle choices. This not only benefits the customer but also reduces the risk for the insurance company.

Blockchain Technology:

According to Gartner, the business value generated by blockchain will grow rapidly, touching $176 billion by 2025 and $3.1 trillion by 2030. Blockchain technology can help insurance companies with faster payouts, cost savings, and fraud prevention while improving transparency and efficiency.

Here are some notable use cases that highlight the advancements in insurance underwriting in India:

Automation and AI: Insurance companies are increasingly implementing automated underwriting systems powered by artificial intelligence and machine learning algorithms. These systems analyze vast amounts of data in a fraction of the time and make real-time underwriting decisions, reducing manual intervention and improving the speed and accuracy of the underwriting process. AI algorithms can also continuously learn and adapt, making them more effective at predicting and mitigating risks. For instance, HDFC Life’s InstAInsure uses AI-based automated underwriting to provide instant decisions on insurance applications.

Telematics: Telematics is being utilized by insurance companies to gather real-time data on policyholders’ driving behavior. This data is used for usage-based insurance (UBI) underwriting, where premiums are determined based on an individual’s driving patterns. Companies like Bharti AXA and ICICI Lombard offer telematics-based motor insurance policies in India.

Health Risk Assessment: Insurers are leveraging technology to assess health risks accurately and offer customized health insurance plans. They use wearable devices, mobile applications, and self-assessment tools to collect and analyze policyholders’ health data. Aditya Birla Health Insurance’s Activ Health policy provides personalized wellness solutions and discounts based on policyholders’ health and fitness levels.

Data Analytics for Risk Assessment: Insurance companies are harnessing the power of data analytics to improve risk assessment and offer competitive premiums. By analyzing diverse data sources such as social media, credit scores, and historical claims data, insurers gain insights into customer behavior and risk profiles. This enables them to accurately assess risks and price policies accordingly and offer more personalized coverage options to customers.

Fraud Detection and Prevention: Advanced analytics and machine learning algorithms are being employed to detect and prevent insurance fraud in underwriting. By analyzing patterns, anomalies, and historical data, insurers can identify fraudulent claims and mitigate risks to ensure their long-term profitability proactively. This helps maintain a healthy insurance ecosystem and reduces fraudulent activities.

Conclusion

Technology has undoubtedly transformed the underwriting and risk assessment processes in the Indian insurance industry. Insurance companies can now offer more personalized and efficient services to their customers and enhance efficiency, accuracy, and customer experiences in underwriting processes. This not only benefits the insurance industry but also contributes to the overall growth of the Indian economy.

NPS in Insurance Claims: What Insurance Leaders Are Doing Differently

By : Divyanjali Gupta

Published on Jul 24, 2025

Customer Experience CX Insurance NPI In Insurance

Claims are the moment of truth. Are you turning them into moments of loyalty?

In insurance, your app interface might win you downloads. Your pricing might drive conversions.
But it’s the claims experience that decides whether a customer stays—or leaves for good.

According to a survey by NPS Prism, promoters are 2.3 times more likely to renew their insurance policies than passives or detractors—highlighting the strong link between customer advocacy and retention.

NPS in insurance industry is a strong predictor of customer retention. Many insurers are now prioritizing NPS to improve their claims experience.

So, what are today’s high-NPS insurers doing differently? Spoiler: it’s not just about faster payouts.

We’ve worked with claims teams that had best-in-class automation—but still had low NPS. Why? Because the process felt like a black box.
Customers didn’t know where their claim stood. They weren’t sure what to do next. And when money was at stake, silence created anxiety and dissatisfaction.

Great customer experience (CX) in claims isn’t just about speed—it’s about giving customers a sense of control through clear communication and clarity.

The Traditional Claims Journey

Forms → Uploads → Phone calls → Waiting
No real-time updates
No guidance after claim initiation
Paper documents and email ping-pong

The result? Frustrated customers and overwhelmed call centers.

The CX Gap: It’s Not Just Speed—It’s Transparency

Customers don’t always expect instant decisions. What they want:

To know what’s happening with their claim
To understand what’s expected of them
To feel heard and supported during the process

How NPS Leaders Are Winning Loyalty with CX-Driven Claims and High NPS

1. Real-Time Status Updates

Transparency to the customer via mobile app, email, or WhatsApp—keeping them in the loop with clear milestones.

2. Proactive Nudges

Auto-reminders, such as “upload your medical bill” or “submit police report,” help close matters much faster and avoid back-and-forth.

3. AI-Powered Document Uploads

Single-click scans with OCR + AI pull data instantly—no typing, no errors.

4. In-the-Moment Feedback Loops

Simple post-resolution surveys collect sentiment and alert on issues in real time.

For e.g., Lemonade uses emotional AI to detect customer sentiment during the claims process, enabling empathetic responses that boost satisfaction and trust.

Smart Nudges from Real-Time Journey Tracking

For a leading insurance firm, we mapped the entire in-app user journey—from buying or renewing a policy to initiating a claim or checking discounts. This helped identify exactly where users dropped off. Based on real-time activity, we triggered personalized notifications and offers—driving better engagement and claim completion rates.

Tech Enablement

Claims Orchestration Layer: Incorporates legacy systems, third-party tools, and front-end apps for a unified experience.

AI & ML Models: For document validation, fraud detection, and claim routing, sentiment analysis is used. Businesses utilizing emotional AI report a 25% increase in customer satisfaction and a 30% decrease in complaints, resulting in more personalized and empathetic interactions.

Self-Service Portals: Customers can check their status, update documents, and track payouts—all without making a phone call.

Business Impact

What do insurers gain from investing in CX?

A faster claim is good. But a fair, clear, and human one wins loyalty.

And companies that consistently track and act on CX metrics are better positioned to retain customers and build long-term loyalty.

At Mantra Labs, we help insurers build end-to-end, tech-enabled claims journeys that delight customers and drive operational efficiency.
From intelligent document processing to AI-led nudges, we design for empathy at scale.

Want a faster and more transparent claims experience?

Let’s design it together.
Talk to our insurance transformation team today.

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Technological Revolution Shaping Underwriting in India

The Importance of Underwriting