ABOUT

The challenge
Insurance adoption in India sits below 3% for non-life policies; it is even lower for life policies. The reasons include complex information, widespread distrust of agents, and opaque processes.

Paybima, the insurance broking arm of the Mahindra Group, one of India's most trusted conglomerates, was built to change this, and Think Design was brought in to help the platform earn that trust through experience.

What we did
We positioned Paybima as a Trusted Advisor, not just a marketplace. This drove every design decision:
- Contextual nudges guiding users toward right-fit policies
- BimaBuddy, an AI recommendation engine personalizing coverage based on individual financial profiles
- Transparent journeys from quote to claim with no hidden complexity.

The platform was designed for multiple stakeholders:
Customers tracking proposals and policies, agents with 360-degree customer views and one-click quote generation, and managers with full pipeline dashboards.

A modular design system ensured the experience could scale across product lines and user cohorts without losing coherence.

The result
- Increased adoption through multiple touchpoints
- Faster decisions through thoughtful nudges
- Full transparency from purchase to claims
- A platform that made insurance feel less like a transaction and more like genuine guidance, for millions of Indians who needed it most.