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Life Insurance awareness and adoption surges amongst Urban Indians; Protection Quotient now at 45: Max Life IPQ 6.0 Survey*

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Key Findings of the IPQ 6.0 Survey

India’s Protection Quotient (IPQ) reveals that 3 in 4 urban Indians now own life insuranceUrban India’s heightened awareness about life insurance products drives the overall Knowledge Index to 61; higher importance being ascribed to Cover and Riders while buying Term Life InsuranceThe South Zone most financially prepared; West India has the highest increase in IPQ over the last year Increase seen in the Protection Quotient of working women; now at par with working men Digitally-savvy urban Indians have a significantly higher Protection Quotient of 54 vs non-digital at 45  

NEW DELHI, Feb. 22, 2024 /PRNewswire/ — Max Life Insurance Company Ltd. (“Max Life“/ “Company”) today unveiled the findings of the sixth edition of its flagship survey, the India Protection Quotient survey (IPQ)* conducted in partnership with KANTAR, the world’s leading marketing data and analytics company. Tapping 4,700 respondents across 25 Indian cities, this widely inclusive survey uncovers urban India’s pulse on financial protection. Marking its 6th edition, the IPQ stands as one of the most comprehensive and long-running financial studies, covering varied cohorts, including Generation-Z, Women and Millennials, carrying forward the theme of ‘Protection for All’.

As per IPQ 6.0, urban India demonstrates remarkable progress in financial readiness, with 3 out of 4 urban Indians now owning life insurance products. The Protection Index is at an all-time high of 45 in IPQ 6.0, up from 43 in IPQ 5.0, reflecting a positive trajectory in the nation’s evolving protection awareness and adoption. This is reflected in the Knowledge Index increasing from 57 (IPQ 5.0) to 61 (IPQ 6.0) and life insurance ownership levels moving from 73 (IPQ 5.0) to 75 (IPQ 6.0). Over a five-year period, the India Protection Quotient has witnessed an impressive 10-point increase, from 35 in IPQ 1.0 to 45 in IPQ 6.0, that reiterates Urban India’s constant journey towards building financial resilience.

The latest insights unveil a shift in the nation’s financial well-being as well. Despite a modest increase from 63% in IPQ 5.0 to 65% in IPQ 6.0, urban Indians’ financial security levels have yet to fully recover to pre-pandemic levels. Corresponding with last year’s observations, metro cities are approaching the 50-point milestone this year, boasting a Protection Quotient of 49 points. In contrast, life insurance ownership and adoption in Tier II cities remain stagnant, with IPQ lagging at 36 points. In line with previous findings, South India retained its position as the most financially protected zone with a Protection Quotient of 49 points. This was followed by West India, which showcased a marked improvement in financial preparedness from 42 points in IPQ 5.0 to 46 points in IPQ 6.0. North and East zones lagged in financial protection at 41 and 40 points in this edition, respectively.

Unveiling key demographic insights, IPQ 6.0 sheds light on an interesting trend as millennials closely trail older age groups in financial preparedness, scoring at 45 and 46 for millennials and non-millennials, respectively. On the flip side, Gen Z emerges as the least financially shielded age group, holding a Protection Quotient of 42 points, largely due to lower insurance ownership. In a significant achievement, working women have successfully narrowed the financial protection gender gap. The Protection Quotient for working women has surged to 47 points, aligning with their male counterparts. Notably, 8 out of 10 working women are now investing in life insurance, marking a positive shift.

Prashant Tripathy, CEO and Managing Director, Max Life Insurance said, “Over the past five editions, the India Protection Quotient has become a true barometer for measuring urban India’s financial protection levels. By including incremental cohorts’ year-on-year, IPQ has become stronger, bigger, and more inclusive. Today, we are witnessing a remarkable shift in the financial consciousness of this diverse group, with 3 out of 4 urban Indians now owning life insurance. This opens opportunity areas for us in the space of digital transformation, creating tailored products, and building greater awareness initiatives that will help ensure an even larger insurance penetration in the country and support the vision of ‘Insurance for All by 2047′”.  

Soumya Mohanty, MD & Chief Client Officer, South Asia, Insights Division, Kantar commented, “We are happy to collaborate with Max Life Insurance in advancing awareness about life insurance and addressing the pressing need for financial security across the nation. As one of the longest-running studies in India, the India Protection Quotient Survey serves as a valued tool in providing critical statistical insights for the life insurance sector. Over the course of six years, the IPQ findings have revealed substantial data relating to financial behavior, savings patterns, and insurance uptake amongst urban Indians, making it an indispensable marker of the country’s financial preparedness.”

About India Protection Quotient

Instituted in 2019, India Protection Quotient is an annual property by Max Life Insurance in association with Kantar aimed at understanding the pulse of Indian consumers in the financial protection space. Launched with the underlying objective of increasing penetration of term insurance as the most fundamental and economical form of life insurance, the survey aims to reveal the state of urban Indians with regards to current financial security levels, changing savings and investment patterns, key anxieties, and triggers of financial protection in a contemporary world. The India Protection Quotient is a proprietary tool developed by Max Life in partnership with Kantar to gauge the degree to which Indians feel protected from future uncertainties on a scale of 0 to 100. It is based on attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (term, endowment, and ULIP).

The following findings reveal insights that highlight urban India’s shift in attitude and approach towards financial preparedness studied by India Protection Quotient 6.0:

FINANCIAL PREPAREDNESS OF URBAN INDIANS

Highest progress seen in awareness of life insurance products, with more than 50% rise in the Knowledge Index since IPQ 1.0; Life insurance ownership soars to 75%
In a positive move, urban India has made huge strides in awareness about life insurance over the past six years, with the Knowledge Index increasing from 39 in IPQ 1.0 to 61 as per the IPQ 6.0 study. Life insurance ownership too witnessed a steady improvement from 65% in IPQ 1.0 to 75% in the IPQ 6.0 survey indicating urban India’s steady path towards financial protection from unforeseen challenges.Metro and Tier II findings reveal a large gap in the Protection Quotient 
IPQ 6.0 revealed a large gap in the IPQ scores of Metro and Tier II cities, with Metro cities inching towards the halfway mark at 49, followed by Tier I cities securing 45 points but Tier II trailing at 36 points. This disparity underscores the ongoing challenge of promoting life insurance awareness and accessibility in smaller urban centers, highlighting the need for targeted interventions to address barriers to financial pliability.Interesting trends in urban India’s financial behavior and savings patterns
The burden of rising medical expenses has emerged as the top concern among urban Indians, with nearly two-thirds of the population expressing significant apprehensions. Despite growing focus on attaining a financially stable retired life, saving for retirement takes a back seat as urban Indians prioritize other savings goals like children’s education and marriage.

OUTLOOK TOWARDS TERM INSURANCE

Gap between Awareness and Uptake of Term Insurance widens as per IPQ 6.0
Despite heightened awareness about term plans, from 64% in IPQ 5.0 to 70% in IPQ 6.0, term insurance ownership has seen negligible improvement since the previous edition, standing at 31% in IPQ 6.0, up from 30% in IPQ 5.0. The widened gap between ownership and awareness of term insurance products reflects shifting savings priorities, as IPQ 6.0 reveals how safeguarding against the untimely death of the breadwinner holds lower importance amongst respondents. In terms of other life insurance products, IPQ 6.0 highlights that 4 out of 10 urban Indians now own one or more savings products, whereas preference for ULIPs remains low at 14% ownership levels. It has also been seen that urban Indians assign higher importance to Cover and Riders while buying Term Insurance, while the priority assigned to premiums has diminished. Not thinking about life insurance, and other investments are the major barriers witnessed in this edition. An interesting point to note is that today 1 out of 4 Indians prefer Health Insurance over Life Insurance, underscoring the value ascribed to health by Indians.

MILLENIALS & NON MILLENIALS

Financial preparedness across generations reveals disparities
The latest data from IPQ 6.0 reveals an intriguing shift in financial preparedness across different generations. While millennials are nearing parity with non-millennials in terms of financial readiness with a Protection Quotient of 45 and 46, respectively, Generation Z trails slightly behind with a Protection Quotient of 42 points. IPQ 6.0 highlights a notable gap in life insurance ownership levels, with Generation Z at 69 compared to non-millennials at 79. Interestingly, Generation Z demonstrates higher scores in Security levels, indicating a strong sense of financial security at 66, surpassing non-millennials at 63. While Generation Z shows promise in financial planning, there is room for improvement, particularly in term insurance uptake.

SALARIED VS SELF-EMPLOYED

Self-employed urban Indians exhibit a 9-point improvement in Knowledge Index in just one year
As per IPQ 6.0, while salaried individuals have maintained relatively stable IPQ scores, self-employed urban Indians are making strides in financially preparing for an uncertain tomorrow. Reflecting a significant enhancement in financial literacy and awareness, the Knowledge Index of self-employed segment stands at 64 – 3 points above the nationwide Knowledge Index scores. This surge in knowledge is paralleled by a tangible increase in ownership levels, with a rise from 73% to 77%, indicating how the cohort is actively addressing gaps in financial protection.

DIGITALLY SAVVY URBAN INDIANS

With an IPQ of 54, Urban India’s digitally savvy consumers are more financially protected than any other cohort
IPQ 6.0 reveals that the Protection Quotient of digitally-savvy urban Indians is 9 points higher than their non-digital counterparts, with the score of the cohort at 54, whereas the non-digital cohort stands at 45 points. The Knowledge Index remains highest in the digitally savvy urban Indian cohort at 73, with 80% of respondents owning life insurance. While traditional channels like agents remain prevalent, there’s a shift towards online channels, reflecting digitally-savvy consumers’ preference for convenience and accessibility. The substantial jump from 11% to 24% in fitness app subscribers within a year underscores the evolving lifestyle choices and preferences of urban Indians.

Read more about the India Protection Quotient at – https://www.maxlifeinsurance.com/maxlife-ipq 

Disclaimer:

The study is conducted in the top 25 Urban metros, Tier 1 and Tier 2 cities; hence, its findings are representative of metro, Tier 1 and Tier 2 cities in Urban India only.

Metro – Delhi, Kolkata, Chennai, Bangalore, Hyderabad, MumbaiTier 1 – Ludhiana, Jaipur, Lucknow, Patna, Bhubaneshwar, Vizag, Ahmedabad, Bhopal, PuneTier 2 – Dehradun, Moradabad, Guwahati, Bokaro, Kolhapur, Jamnagar, Raipur, Ujjain, Hubli-Dharwad, TiruchirappalliIPQ 6.0 vs IPQ 5.0 data comparison is amongst 25 markets only [6 metros, 9 Tier 1 and 10 Tier 2]The minimum sample to conclude any findings of the study is 270 with an error margin of +-5.964%

* Findings represented here are as per the IPQ 6.0 survey and Max Life doesn’t assume responsibility or liability for any contradictions.

About Max Life Insurance

Max Life is a Joint Venture between Max Financial Services Limited (“MFSL”) and Axis Bank Limited. Max Life offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. Max Life has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery, and trained human capital. As per the annual audited financials for FY2022-23, Max Life has achieved a gross written premium of INR 25,342 Cr.

For more information, please visit the Company’s website at www.maxlifeinsurance.com

About Kantar

Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.

For more information, visit www.kantar.com 

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NIX United Achieves AWS AI Competency After Rigorous Audit

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July 23, 2026

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AI-enabled software development company NIX United has officially achieved the AWS AI Competency designation from Amazon Web Services (AWS). The recognition validates NIX’s proven expertise in architecting, securing, and deploying enterprise-grade artificial intelligence and machine learning solutions on AWS.

TAMPA, Fla., July 23, 2026 /PRNewswire-PRWeb/ — For enterprise organizations, the designation provides independent validation of NIX’s end-to-end AI capabilities across solution architecture, data security, governance, and operational excellence. It is based on successful production deployments, including a generative AI customer feedback analytics platform and an AI-powered medical education solution. The competency also provides eligible customers with access to AWS-validated frameworks, specialized technical resources, and AWS GenAI Innovation Funding programs.

“AI must be engineered for long-term production value,” said Artur Bakulin, Head of RnD and Innovation at NIX United. “Earning the AWS AI Competency reflects our commitment to building AI architectures grounded in verifiable return on investment.”

Moving Beyond AI Demos to Production Value

While AI adoption accelerates, organizations face a critical barrier: transitioning from impressive proofs of concept to production-grade applications. Building AI for the modern enterprise requires solving complex challenges around regulatory compliance and seamless system integration.

To earn the AWS AI Competency, NIX completed a comprehensive technical audit demonstrating its ability to deliver scalable AI solutions. The evaluation covered engineering practices, security controls, governance frameworks, and operational excellence, while highlighting NIX’s experience applying generative AI to complex business workflows.

Strategic Benefits for Enterprise Clients

“AI must be engineered for long-term production value,” said Artur Bakulin, Head of RnD and Innovation at NIX United. “Earning the AWS AI Competency reflects our commitment to building AI architectures grounded in verifiable return on investment.”

For NIX clients, this designation provides:

Reduced project risk through AWS-validated architectures that support data privacy, security, and regulatory compliance.Faster project execution with access to eligible AWS funding programs, including subsidized AI assessments, Proofs of Concept (PoCs), and AWS GenAI Innovation Funding.Long-term scalability with solutions engineered to move seamlessly from pilot projects to business-critical production environments.

Organizations exploring generative AI initiatives can work with NIX experts to evaluate their eligibility for the AWS GenAI Innovation Funding Program and identify opportunities to accelerate adoption.

Frequently Asked Questions

Q: What specific competency did NIX United achieve?

A: NIX achieved the AWS AI Competency, a formal designation by Amazon Web Services verifying a partner’s technical proficiency and robust customer success in delivering generative AI solutions.

Q: What criteria did AWS use to evaluate NIX United?

A: AWS conducted a comprehensive technical audit covering NIX’s solution architecture, security controls, governance frameworks, and delivery methodology.

Q: How can enterprise clients fund their AI initiatives with NIX United?

A: Through NIX’s status as an advanced AWS partner, eligible clients can access the AWS GenAI Innovation Funding Program to offset costs for AI assessments, proofs-of-concept, and full-scale implementations.

Media Contact

Yevheniia Kryvenko, NIX United, 1 7272563558, yevheniia.kryvenko@nixs.com, NIX United

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Apollo and San Jose Earthquakes Announce Official Sleeve and Go-to-Market Partnership, Bringing the AI GTM System to Major League Soccer

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July 23, 2026

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First-of-its-kind partnership to help Earthquakes capitalize on soccer’s surging popularity through AI-powered GTM transformation

SAN FRANCISCO, July 23, 2026 /PRNewswire/ — Apollo, the AI go-to-market system, announced today a multiyear Official Sleeve Partnership with Major League Soccer’s San Jose Earthquakes that entails becoming both the club’s Official Go-to-Market Partner and the first go-to-market (GTM) company to combine a professional sports sponsorship with a full-scale partnership for revenue operations transformation.

As soccer continues its unprecedented rise in popularity across the United States, with MLS seeing a 62% year-over-year increase in viewership to kick off the 2026 season, the unique partnership positions the Earthquakes to modernize their GTM, accelerate revenue and capitalize on the sport’s expanding global audience.

In the partnership, Apollo will serve as both a brand sponsor with its logo featured prominently on the right sleeve of the Earthquakes’ jersey, and as a technology partner, powering the club’s GTM strategy. The club will deploy Apollo’s system across key revenue-generating functions, including group ticket sales, sponsorship pipeline management, inbound lead routing and season ticket renewals, creating a modern GTM system designed to drive fan engagement and commercial growth.

“We see this partnership as a natural extension of Apollo’s mission to make world-class go-to-market accessible to everyone by bringing it to the world’s most popular game,” said Matt Curl, CEO of Apollo. “Soccer is entering an incredible growth phase in the U.S., creating a once-in-a-generation opportunity for clubs to deepen fan relationships and accelerate commercial growth. Every professional sports team is running a revenue business focused on finding customers, engaging fans, growing sponsorships and driving renewals. By bringing together data, intelligence and execution into one system, we’re helping the Earthquakes build a modern commercial operation that will become a model for the future of sports.”  

The partnership reflects Apollo’s broader vision that every organization can benefit from its AI GTM system. With the rise in soccer’s popularity, clubs face increasing pressure to convert fan interest into lasting relationships, ticket sales, sponsorships and recurring revenue. While sports organizations have historically relied on fragmented tools across ticketing, sponsorship sales, CRM and marketing, Apollo brings those workflows together into one connected system to help organizations capitalize on this moment.

For the Earthquakes, that means:

Modernizing group ticket sales workflowsImproving inbound lead managementGrowing sponsorship pipelineStreamlining season ticket renewal campaignsGiving sales and marketing teams a unified system

“While excitement around soccer continues to grow across the country, we’re investing in the technology and systems that will help us better engage our supporters and continue growing our commercial business,” said Earthquakes President Jared Shawlee. “I started my career in sales and have never seen the kind of technology that Apollo provides. This will transform our approach to sales and marketing by giving us one system to connect data, automate workflows and create a more connected experience for Quakes fans throughout their journey with the club.”

“We are excited to roll out the Apollo AI GTM system to revenue teams across our organization,” added Earthquakes Chief Strategy Officer Ian Anderson. “Apollo is at the forefront of AI-powered GTM and the Quakes are committed to being ahead of the technology curve for our industry.”

The Earthquakes become Apollo’s first official sports partner, laying the foundation for a broader strategy to bring modern GTM technology to sports organizations worldwide. Apollo plans to use the partnership as a blueprint for working with hundreds of professional sports organizations facing similar revenue and commercial challenges.

“This is just the beginning,” added Curl. “Professional sports organizations have the same GTM challenges as fast-growing businesses. We’re excited to demonstrate what’s possible when data, intelligence, and execution come together in a single system to help teams build stronger relationships with fans, partners, and customers.”

The partnership will officially debut ahead of the Earthquakes’ annual California Clasico match on Saturday, July 25, against the LA Galaxy at Stanford Stadium, with Apollo and the club jointly celebrating the launch through customer events, social activations and in-stadium experiences.

About Apollo
Apollo is the AI GTM System that uniquely combines data, intelligence, and execution in one loop helping every business find and win their next customer. Trusted by millions of users and over 600,000 companies worldwide, Apollo combines one of the industry’s largest B2B contact databases with a purpose built GTM intelligence engine and a full execution stack, in an all-in-one system. Learn more at apollo.io.

About San Jose Earthquakes
The San Jose Earthquakes, one of Major League Soccer’s original teams, are the epicenter for soccer in Northern California, playing at the highest professional level in the United States. The club won MLS Cups in 2001 and 2003 and took home Supporters’ Shields in 2005 and 2012. The Earthquakes are based out of PayPal Park, an 18,000-seat soccer-specific stadium that opened in 2015 and is the first cloud-enabled venue in MLS. The organization was originally founded in 1974 in the North American Soccer League, and in 2024, celebrated its 50th anniversary of positively impacting communities around Northern California. The club’s nonprofit arm, the Quakes Foundation, focuses on health and fitness initiatives for local underserved youth and fighting food insecurity. For more information about the Earthquakes, visit sjearthquakes.com.

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CIQ Arms Federal Agencies and Contractors with Kernel-Level Detection and BOD 26-04-Compliant Remediation

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July 23, 2026

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RLC Pro Hardened and Ascender Pro together give federal teams kernel exploitation detection as it happens and CVE remediation before it wipes out an entire fleet

RENO, Nev., July 23, 2026 /PRNewswire/ — CIQ, the founding commercial sponsor of Rocky Linux, today announced the launch of an RLC Pro Hardened and Ascender Pro deployment that gives federal agencies real-time kernel exploit detection, audit-ready compliance, and automated remediation in a single deployment. The pairing gives federal teams a stronger position inside the three-day remediation window Binding Operational Directive (BOD) 26-04 sets for the highest-risk vulnerabilities on federal systems.

On June 10, 2026, CISA issued BOD 26-04, and the three-day clock starts when a flaw enters the Known Exploited Vulnerabilities (KEV) catalog, not when a patch ships. For the most dangerous vulnerabilities, the exploit often arrives before the patch does, leaving agencies with a compliance deadline and no fix to apply yet. Non-compliance penalties can include a range of administrative consequences, including greater regulatory oversight and asset disconnection.

RLC Pro Hardened, CIQ’s federal-ready Enterprise Linux distribution, answers that gap. It is the first Enterprise Linux distribution to ship runtime kernel exploitation detection enabled and supported by default, giving agencies a record of what happened during the window before a fix shipped. CIQ delivered that capability well before BOD 26-04 put federal agencies on a three-day clock.

“A single critical vulnerability can impact an entire federal fleet before it’s even confirmed as a CVE,” said Gregory Kurtzer, founder and CEO of CIQ. “RLC Pro Hardened’s LKRG catches the exploit behavior at the kernel the moment it happens, patch or no patch. Once remediation is required, Ascender Pro orchestrates it across the entire fleet and proves it happened, system by system. Agencies get both sides covered without rebuilding their infrastructure.”

RLC Pro Hardened ships with Linux Kernel Runtime Guard (LKRG), which validates kernel integrity continuously and records kernel-level exploitation as it happens. The distribution also arrives audit-ready, with FIPS 140-3 validated cryptography and CIQ-engineered lockdown playbooks for DISA STIG, CIS and NIST 800-171.

Ascender Pro adds Reaqt, an event-driven engine that watches fleet logs, matches them against rule sets, and fires the right Ansible playbook automatically. Across a fleet, that closes issues faster than manual, ticket-driven review.

More About BOD 26-04

BOD 26-04 replaced the severity-score deadlines of BOD 22-01 and BOD 19-02 with a risk model. It scores each vulnerability on four factors: public exposure, presence in the KEV catalog, exploit automation and technical impact. A vulnerability that meets all four carries a three-calendar-day remediation deadline, the shortest CISA has set in a Binding Operational Directive. Agency remediation policies must support the directive by August 7, 2026.

About CIQ

CIQ is the founding support and services partner for Rocky Linux and a leading provider of enterprise Linux infrastructure. CIQ delivers commercially supported Linux offerings, high-performance computing solutions and AI infrastructure to enterprises, government agencies, research institutions and supercomputing centers worldwide. CIQ’s products include the Rocky Linux from CIQ (RLC Pro) family of operating systems, Ascender Pro for IT automation, Fuzzball job-based container orchestration, Warewulf cluster provisioning and Apptainer, the leading container system for high-performance computing. For more information, visit ciq.com.

MEDIA CONTACT:
Cristin Connelly
Cathey Communications for CIQ
cristin@cathey.co

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