Term plan purchases of Bajaj Life Insurance on the Bajaj Finserv app fell 20% after the rebrand from Bajaj Allianz. Why?

Introduction

In 2025, Bajaj Finserv bought out Allianz's stake in its insurance joint ventures and renamed the companies Bajaj General Insurance and Bajaj Life Insurance (previously Bajaj Allianz). Term life plans from Bajaj Life are sold across many channels, including the Bajaj Finserv app, where Bajaj Finance acts as a corporate agent and offers insurance to its large loan customer base.

The scenario: in the month after the new brand went live in the app, completed term plan purchases through the Bajaj Finserv app fell 20% month-over-month, while traffic to the insurance section was steady. Find the root cause.

Step 1

Clarifying Questions (3 minutes)

• How is "completed purchase" defined: proposal submitted, premium paid, or policy issued?

Why it matters: Term insurance has an underwriting step; a payment can still end without a policy. Expected answer: Premium paid. Policy issuance is tracked separately. Impact on approach: Focus on the steps up to payment.

• Did anything else change at the same time as the rebrand?

Expected answer: The app's insurance pages were updated with new logos and names. A new medical-test partner was onboarded for higher sum assured cases. The payment page now uses the insurer's own gateway. Impact on approach: Three changes to examine, not one.

• Are other channels (insurer's website, bank partners, agents) down too?

Expected answer: Direct website sales are down about 4%; agents are flat. Impact on approach: The issue is mostly app-specific.

• Is the drop in all products or just term plans?

Expected answer: Term plans are down 20%; savings plans are down 5%; health insurance from Bajaj General is flat. Impact on approach: Something specific to term plan journeys.