Concern for Children’s Financial Future, Young India’s Key Trigger to Buying Term Insurance


Concern for Children’s Financial Future, Young India’s Key Trigger to Buying Term Insurance

Families with children have the highest term insurance uptake and feel most protected

Millennials with kids far more prudent, 79% save for their kid’s education, reveals ‘India Protection Quotient’ Survey by Max Life Insurance

19th November, Chennai: Max Life Insurance Company Ltd. (“Max Life” / “Company”) revealed that while young India feels grossly underprepared to face the financial instability caused by eventualities of life, their children’s financial future is the foremost concern that influences them to purchase term insurance.

As per the ‘India Protection Quotient’ survey conducted by Max Life in association with Kantar IMRB, while ‘getting lump sum at a future date for my child’s education’ was a term buying trigger for about 44% urban Indians, at 48% it was the biggest trigger for millennials with kids.

Aalok Bhan, Director and Chief Marketing Officer, Max Life said: “There are several key milestones in parents’ life that they go through which children’s are growing, right from nurturing values, to a good quality education in the early days and then to supporting their higher education and matrimonial plans. To achieve such milestones without any hassles, it is important to undertake financial planning judiciously. It is reassuring to see that young India understands the need for owning term insurance to secure their family’s future. Birth of child is the biggest trigger for millennials to buy term insurance, which confirms that children continues to be the fulcrum of financial planning for Indian households.”

As compared to the national average of 47%, awareness of term products is a comparatively higher at 50% among millennials with kids. The same is an indicator that the younger generation, who have young kids, have higher awareness of benefits arising from ownership of term insurance and are investing in it to ensure that their children’s aspirations are not compromised even in case of any eventuality.

Millennials with kids prioritize saving for children’s education and marriage over retirement planning

While nearly half of urban Indian millennials in the age group of 25 – 35 years believe in spending more on travel/ luxury and are not even thinking about financially protecting their families, millennials with kids are far more conscious of creating corpus to support life stage goals related to their children. A significant 79% millennials with kids save for their kid’s education while 55% save for their kids’ marriage.

So committed are millennial parents to safeguarding the financial future of their kids, that their retirement planning too takes a backseat. While almost 54% India saves for old age security and retirement, millennials with kids prioritize savings for goals related to their children over their own selves with 50% of them saving for old age security.

Families with children consider term insurance their first preference

The fact that 36% of families with children consider term insurance as their first choice when it comes to buying life insurance indicates that millennial parents understand the risks of life and the need to protect against those risks by buying term plans.

At 52%, term insurance awareness among families with children is almost twice as compared to the awareness levels of 29%, among families without children. Consequently, families with children have a higher term insurance ownership of 24%, while only 12% of families without children own term insurance.

About the survey ‘India Protection Quotient’

India Protection Quotient (IPQ) is a survey conducted by Max Life and Kantar IMRB that employs a three-dimensional approach to determining policyholders’ level of protection, by evaluating their life insurance ownership, awareness levels and mental preparedness around protection.

With a sample size of 4,566 respondents, the survey was administered to respondents of different demographics and age groups across 15 metropolitan and tier 1 cities in India. The survey primarily measured their level of knowledge and ownership of various life insurance products, degree of term insurance preference and penetration, primary fears and triggers to life insurance purchase, preferred channel of policy purchase, roadblocks to owning life insurance that served to validate the overall IPQ level pegged at a poor 35.

 About Max Life Insurance ( Max Life Insurance Co. Ltd (“Max Life”/ “Company”), is a joint venture between Max Financial Services Ltd. and Mitsui Sumitomo Insurance Co. Ltd. Max Financial Services Ltd. is a part of the Max Group, which is a leading Indian multi-business corporation, while Mitsui Sumitomo Insurance is a member of the MS&AD Insurance Group, which is amongst the leading insurers in the world. Max Life has the vision to be the most admired life insurance company by securing the financial future of its customers.

During the financial year 2018-19, Max Life achieved the ‘Gross Written Premium’ of Rs. 14,575 crore and had a sum assured in force of Rs. 7,03,972 Crore. As of 31st March 2019, the Company had Rs. 62,798 crore of AUM and a share capital including reserves and surplus of Rs. 2,767 crore. The Company has nearly 35 lakh customers serviced by its 12,082 employees and 48,522 agent advisors through 239 offices across the country.

About Kantar IMRB: Kantar IMRB is a pioneer of market research services in Asia. With over 40 years of emerging market expertise, it builds customized solutions to create powerful growth paths for its clients. Kantar IMRB offers unparalleled depth and width of services across sectors & categories by crafting unique solutions and/or leveraging Kantar TNS’s global solutions. The company also has rich data assets in its large array of syndicated studies and data alliance partnerships.  With its multidisciplinary and multi-cultural workforce, Kantar IMRB is at the cutting edge of market research and consulting services.


  • The study is conducted in top 15 urban metro and Tier 1 cities; hence, its findings are representative of the metro and Tier 1 cities of urban India only.
    • Metro – Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Mumbai
    • Tier 1 – Ludhiana, Jaipur, Lucknow, Patna, Bhubaneshwar, Vishakhapatnam, Ahmedabad, Bhopal, Pune
  • The minimum sample to conclude any findings of the study is 270 with an error margin of +- 5.964%.

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