The following findings reveal insights that highlight urban India’s shift in attitude and approach towards financial preparedness as shown in a survey-India Protection Quotient 5.0,fifth edition(1st edition of the survey was done in 2019) conducted by Max Life Insurance in partnership with Kantar Insights:
Financial Preparedness of urban Indian
Highest progress seen in awareness of life insurance products with more than 45% rise in Knowledge Index since IPQ 1.0; life insurance Ownership grows and reaches all-time high of 73%
In a positive, urban India has made huge strides in Knowledge Index over the past five years. While the survey noted a change from 71% to 73% in life insurance Ownership from IPQ 3.0, the heightened awareness across categories is reflected by improved Ownership of products including term (30%), market-linked (13%) and savings plans (38%).

South zone celebrates 5 years of undisputed #1 rank in Protection Quotient, however, yet to cross the halfway milestone; metros and Tier 1 cities close the gap on life insurance ownership

IPQ 5.0 noted a marked increase in Protection Quotient for South zone from 41 to 47. West zone stands second with 42 points, followed by North and East by 40 and 39 respectively.

Tier 1 cities make strides in life insurance adoption with 7 out of 10 people now owning a life insurance product. This is significantly lower than metro. Tier 2 towns have witnessed a drop of 3% in their Knowledge Index thus highlighting the need for better awareness about life insurance products.

Digitally savvy urban Indians most secured and protected
IPQ 5.0 once again highlights the lead digitally savvy urban Indians command when it comes to Knowledge Index (72), Ownership (79%), as well as Security Levels (66%). Digitally savvy urban India’s overall IPQ of 52 is 9 points higher than urban India which is still at 43.


Signalling a shift in priorities and investment patterns, urban India regains focus on investing in long-term milestones
Urban India is inching back to normalcy as inflation emerges as a predominant cause for concern with 64% respondents reporting anxieties owing to rising prices. Saving for children’s education and marriage emerge as top priorities for long-term savings objectives at 60% and 49% respectively, while only 20% setting aside money for medical emergencies.

This is in contrast to IPQ 3.0 wherein 31% of respondents focused on saving for health emergencies.

Luxury spends reset to pre-COVID levels with overall allocation towards Savings taking a hit
A visible shift from IPQ 3.0, luxury spends and buys mirror pre-COVID trends, making up 15% of overall applications. Expenditure on basic needs consistent with previous survey, while allocation to savings and investments take a hit – dipping by 7 points from 50% in IPQ 3.0 to 43% in IPQ 5.0.

Outlook towards Term Insurance
Real value’ of term insurance reinforced, however, urban India yet to act: term insurance ownership remains stagnant while awareness sees marked improvement
Urban India warms up to term insurance taking a better interest in awareness about the product. This is reflected in the record-high term insurance awareness level of 64%, a 5%-point increase from IPQ 3.0.

However, term insurance ownership remains to be an area of concern with only 30% adoption rates as opposed to 28% in IPQ 3.0 – denoting a 2% increase.

Fewer Indians perceive insurance as ‘expensive’ as urban India switches its attention to seeking better experience and services; Sum assured, and rider benefits get de-prioritized
While premium remains a key parameter for buying term plans, IPQ 5.0 findings reveal its diminishing importance in purchase decisions, showcasing a drop from 33% in IPQ 3.0. to 28% in IPQ 5.0. Medical tests and poor service from insurance company or agents emerge as strong barriers for term insurance adoption. Alarmingly, sum assured, and rider benefits lose importance in the minds of urban Indians –a key insight reflected in the study.

1 in 2 Indians still feel their term insurance cover is insufficient to safeguard their family’s future IPQ 5.0. reveals that almost 50% of urban Indians are still not confident about the adequacy of their term insurance coverage when it comes to protecting their loved ones from life’s uncertainties.

However, feeling of insufficiency is observed to be the lowest in 5 years on the back of rising Security Levels.

India’s Tier 1 cities gain ground and show real progress in Term Insurance ownership—beat Metros for the first time in five years.

For the first time in IPQ’s history of five years, Tier 1 cities demonstrate the highest term insurance ownership at 38%, an impressive 8%-point increase from IPQ 3.0, outpacing the term ownership rate of metros that stood at 29%. Metro term ownership witnessed a decline of 4%-point from IPQ 3.0 –indicating room for improvement.

Steady progress seen in preference of online channels to purchase term insurance; agent remains the top channel of purchase with 2 out of 3 urban Indians opting for it
70% urban Indians prefer to purchase term plans through the insurance agent, while 16% prefer to purchase online, highlighting the importance of both ‘DIY’ and agent support for consumers.

The survey shows that digital has come a long way to 16% since IPQ 1.0 where only 6% preferred it

The gap between millennials and non-millennials gradually narrows
The Protection Quotient of millennials was at par with non-millennials at 43. Additionally, the awareness of life insurance products was equal between the two cohorts, standing at 57%.

As non- millennials transition towards crucial life stages, their focus on financial protection solidifies with life insurance ownership rate shooting up from 73% to 77% – overtaking adoption rates of millennials, that stood at 71%.
While men lead in term plan ownership, uptake among women witnesses a sharp increase
The survey witnessed a marked increase in the Protection Quotient for women, from 36 in IPQ 3.0 to 40 in IPQ 5.0. While life insurance ownership stood at 74% for men and 71% for women, men continue to take the lead over women in term insurance with 31% ownership.

However, women are quickly catching up with heightened awareness of term plans – up from 52% in IPQ 3.0. to 58% coupled with increased term insurance ownership – up from 22% in IPQ 3.0. to 27% in IPQ 5.0.
Protection Quotient increases for both salaried & self-employed; salaried segment focuses on seeking financial protection through life insurance
Protection Quotient of salaried individuals increased from 41 to 48 in IPQ 5.0, overtaking the self-employed segment which has increased from 39 to 42 owing to the far-reaching impact of the pandemic on the business continuity. Realizing the importance of financial protection, the salaried segment responded to the health crisis in recent years placing greater importance on life insurance adoption with ownership of life insurance rates up from 72% in IPQ 3.0 to 81% in the latest edition.