Axis Max Life Insurance Limited (“Axis Max Life” / “Company”), formerly known as Max Life Insurance Company Limited, has secured the top position in the Hansa Research Customer Experience Study (CuES) 2026, ranking #1 among Indian life insurers with a Net Promoter Score (NPS) of 61. Conducted by Hansa Research, a full-service global market research agency conducting research in over 100 countries, the study captures insights from over 3,500 customers across 12 life insurers and measures performance in customer satisfaction and trust, as customers demand more personalized and proactive engagement.

Axis Max Life’s leadership in Life Insurance CuES 2026 reflects its deliberate shift from delivering process consistency to building customer advocacy by deepening customer engagement and personalizing interactions across the policy lifecycle. Using AI and analytics-led segmentation, the Company tailors onboarding, service, and renewal journeys based on customer behaviour and needs rather than a one-size-fits-all approach. Digital-first platforms such as ‘DigiSaarthi’ enable flexible, self-served and assisted journeys, while Gen AI-powered service and speech analytics help prioritize requests, personalize renewal conversations and deliver faster, more relevant resolution - strengthening trust and advocacy at key moments that matter. Nearly 90% of customer interactions are now powered by intelligent, digital-first channels. The Company’s Customer App offers an experience that simplifies renewals with single-tap payments and AI-driven reminders, boosting customer lifetime value.