Aditya Birla Health Insurance Co. Ltd is positioning itself as an influencer using wellness incentives to boost customer engagement, cost efficiencies and claims ratios. According to reports from Mint, managing director and chief executive Mayank Bathwal stated that the insurer's thesis is building long-term relationships with consumers, emphasizing that if they can influence consumers' health positively, it benefits both parties. The strategy focuses on rewarding healthier customers, nudging those on the edge to be more consistent, and intervening with high-risk customers to help manage their health.
The wellness approach is showing measurable results in the company's financial performance. As reported by Mint, in 2025-26, the company's gross written premium grew 39% year-on-year to ₹6,855 crore, significantly outpacing the industry growth of 15.4%. The insurer achieved a market share of 13.7% amongst standalone health insurers, an improvement of 110 basis points year-on-year. The company reported a net profit of ₹3,764 crore for FY26, up 13% year-on-year, with Bathwal attributing the faster growth to products being more relevant to customers.
The wellness initiatives are driving significant customer engagement improvements. According to Mint, around 40% of policyholders today engage with the insurer about their health, compared with 5-6% two years ago. Additionally, around 11% of retail health indemnity customers received some benefit for good health, up from 5-6% two years ago. The company's app customers spend an average of 65 minutes monthly on the Active Health application to track health metrics and access health communities. As per Aditya Birla Capital's investor presentation for Q4 FY26, customers who are physically active and engaged for up to nine days have a loss ratio of 94%, while inactive customers have a 100% loss ratio.
The wellness approach is being extended to the group health business, which currently accounts for around 45% of the insurer's total business. According to Mint, the company is working to educate group health customers that corporate coverage may not be sufficient and encouraging them to take individual coverage. The differentiated proposition includes flexibility in core insurance, outpatient department benefits, and maternity coverage. The company launched the wellness-first 'Activ Yuva' health insurance plan, offering health rewards, OPD benefits and income protection, targeting both existing group health customers and new individual policyholders.
