Mumbai, November 13, 2017: Max Bupa – one of India’s leading health insurance players – has announced the launch of Max Bupa AnyTimeHealth (ATH) machines, to propel health insurance penetration in the country.
The ATH is Max Bupa’s innovative new technology-based solution that will allow customers to run instant health assessment and buy health insurance cover – in just 180 seconds. Revolutionizing the way people buy health insurance in India by simplifying the insurance purchase journey, Max Bupa ATH machines will let customers initiate their health assessment, choose the right health insurance plan for themselves and walk away with the policy document within three minutes.
Looking at the severe under-penetration of health insurance in India, the ATH machines have been designed for customers who find health insurance buying either too complicated, or do not find the time or motivation to insure something as important as their health. As per the Max Bupa Pulse survey conducted in early 2017, people are moving towards digital mediums and platforms for buying and renewing health insurance. While 47% of the respondents confirmed opting for online platforms for renewing health insurance, 13% said they would go to online platforms for purchasing health insurance.
How it Works
Max Bupa’s AnyTimeHealth is a completely automated, technology-based model with a simple interface that offers a comprehensive awareness-to-purchase journey, overcoming the procrastination hurdle experienced by many Indians.
The 5 simple steps a first-time user needs to follow are as follows:
- Registration using email ID and phone number
- Non-intrusive health assessment
- Automated health insurance policy recommendation based on details entered and test output
- Instant payment
- Instant policy issuance
At this stage, customers will be able to perform non-intrusive health assessment covering Body Mass Index, Blood Pressure, Body Type & Fat %, Muscle %, Bone Mass, Body Temperature, Hydration level and Blood Oxygen %; and buy a policy instantly. ATHs are built on a scalable technology platform, and the future versions of ATHs will be reimagined as end-to-end customer service systems based on Max Bupa’s product and servicing requirements. The upgraded versions of the ATHs will service retail customers 24x7 and will be online to offer more customized and personalized health insurance plans basis real-time health data captured. These machines may also offer Artificial Intelligence (AI) based interventions.
The ATH machines will be introduced in the market through the company’s Bancassurance partners – such as Bank of Baroda, the second largest public sector bank in India – giving Max Bupa access to potentially 20% of the banked Indians. In the first phase, 20 ATH machines will be installed at partner banks’ branches, across multiple cities. Through the next few months, Max Bupa will focus on gathering customer inputs, feedback and performance data to enhance services/ offerings through the systems. In the next 12-15 months, Max Bupa has plans to install multiple ATH machines across retail locations such as malls, societies/ RWAs, airport lounges, hotels etc.
Max Bupa expects its ATH machines to drive the next phase of growth for the health insurance industry. The ATH machines have been designed by Max Bupa, in partnership with Yolo Health – a Health Tech startup.’