Axis Max Life Insurance Limited and YES BANK Limited on Sunday celebrated 21 years of their bancassurance partnership, reaffirming a joint focus on digital-first delivery and hyper-personalised protection solutions. Over two decades, the alliance has evolved into a strong distribution ecosystem, leveraging YES BANK’s network of over 1,300 branches to serve around 18.03 lakh policyholders with a cumulative sum assured exceeding ₹1.50 lakh crore. The partnership has integrated new-age technologies to simplify insurance access, offering solutions across child education, retirement planning, wealth creation and term protection. Key innovations include video-based consultations and agile underwriting systems aimed at faster onboarding and enhanced customer experience.
Axis Max Life MD & CEO Sumit Madan said the collaboration reflects a shared commitment to customer-first growth, adding that over 18 lakh families have been protected through the combined strengths of both institutions. YES BANK MD & CEO Prashant Kumar highlighted the role of digital infrastructure in seamlessly integrating insurance into banking journeys, with a focus on expanding reach in underserved markets.
In Guwahati, the partnership is expected to gain traction as demand for structured financial protection rises among urban middle-class families and small businesses. Industry observers note that increasing digital adoption and awareness around term insurance and retirement planning are driving growth in the region, with banks playing a key role in last-mile access.
