New Delhi, October 22, 2026: Online research is playing a substantial role in how people in India choose insurance, according to a new Google report. The report says digital research influences around 40 per cent of insurance sales. It also indicates that more than half of buyers retain their online shortlist even after speaking with an agent, while digitally informed customers generate premiums that are 40 per cent higher than those of traditional buyers.
Customers research before speaking to an agent
Insurance buyers increasingly use digital channels to understand policy features, compare options and prepare questions before seeking advice. Online information can help people learn about coverage, exclusions, premiums, claim processes and the differences between products. By the time they speak with an agent, many customers may already have a preferred shortlist of plans or providers.
This changes the role of insurance distribution. Agents and advisers remain important for explaining complex terms and helping customers assess their needs, but they may need to engage with customers who have already completed part of the decision-making process online. Clear answers and transparent comparisons can help build trust.
Why digital information matters
Insurance products can be difficult to compare because the cheapest premium may not provide the most suitable coverage. Customers need to consider policy limits, waiting periods, exclusions, co-payments, deductibles, claim procedures and renewal conditions. Digital content that explains these terms clearly can help buyers make more informed choices.
However, online research also presents challenges. Search results and advertisements may not always provide a complete picture, and a promotional summary may leave out important limitations. Consumers should read the policy wording, check the insurer’s official documentation and ask questions about anything they do not understand.
Implications for insurers and advisers
Insurers can improve the customer experience by offering accessible product explanations, reliable comparison tools and consistent information across digital and offline channels. Agents can add value by helping customers connect policy features to their actual financial needs rather than simply repeating marketing claims.
For buyers, the most useful approach is to treat online research as a starting point. Compare several policies, verify information with official documents and assess whether the coverage fits your circumstances. A higher premium is not automatically better, and a low premium is not necessarily the best value.
The findings underline the growing influence of digital channels in financial decisions. As customers become more informed online, clear communication and transparent policy information are likely to remain central to trust in the insurance market.
Updated: October 22, 2026.
