Key insights reveal that men favor accident riders while women lean towards critical illness riders. The southern region leads in rider adoption, with over 45% of customers opting for additional protection. Critical illness riders are gaining popularity among women, particularly for higher coverage, as opposed to accidental death benefits. Hyderabad shows the highest preference for bundled protection with approximately 52–56% adoption. The NRI segment maintains a stable demand at around 40–43%, indicating a growing awareness of comprehensive coverage and long-term risk management. The south outpaces the north in rider adoption, with a rate of 46% compared to 23%.
The southern region averages 45–47% rider penetration, largely driven by accidental total permanent disability (ATPD) and accidental death benefit (ADB) riders, demonstrating strong awareness for holistic protection in metropolitan and Tier 2 markets. The eastern region shows consistent growth with a rider attachment of about 32–34%, while the western region remains moderate at 30–31%. The north’s lower rider penetration at 21–23% presents a significant growth opportunity through enhanced awareness and engagement strategies. A gender divide is evident, with critical illness riders rising among women as men continue to prefer ADB and ATPD covers. Male customers show a higher overall preference for term insurance riders at 30.3% compared to 25.8% for females.
Men exhibit a preference for accident-related riders, while women increasingly choose critical illness riders that include cancer screening features for long-term health security. The critical illness rider is particularly popular among younger salaried individuals in metro areas. Hyderabad leads with a 12–13% uptake, followed by Bengaluru at 10–11%, indicating a strong awareness of financial risks associated with lifestyle-related illnesses. Kochi shows a 9–12% uptake, while Mumbai has a 7–10% adoption rate, suggesting a significant health awareness among new policyholders. The Waiver of Premium (WOP) has seen a notable increase of 42.5%, rising from 4.7% in July 2025 to 6.7% in October 2025, with major influences from metropolitan areas like Hyderabad and Bengaluru, where WOP adoption rates are high.
Women are leading in WOP adoption, emphasizing the importance of maintaining long-term protection even during periods of disability. For coverage under ₹2 crore, buyers tend to prioritize ADB riders, focusing on basic income protection. However, as coverage amounts increase, there is a noticeable shift towards critical illness riders, suggesting a trend among financially secure customers seeking comprehensive health-related protection. The NRI segment shows the highest attachment rate for ATPD riders at 42.1%, reflecting their focus on long-term risk management for their family’s financial security in the event of catastrophic disability.
Varun Agarwal, Business Head of Term Insurance at Policybazaar.com, stated that term insurance riders provide enhanced protection for various critical events, signifying a market shift towards comprehensive term protection in India. The data highlights the southern region’s leadership in rider adoption, the surge in WOP, and the emphasis on disability protection, indicating that affluent consumers are increasingly prioritizing financial security against income loss due to disability and critical illness over the traditional death benefit.