Pune, March 30, 2026 – Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited and YES BANK Limited, are celebrating the 21st anniversary of their strategic bancassurance partnership. To commemorate more than two decades of synergy, both institutions reaffirmed their commitment to delivering a next-generation customer experience driven by digital-first delivery and hyper-personalized protection solutions.
Over the past twenty-one years, this collaboration has evolved into one of the industry’s most successful ecosystems. Leveraging YES BANK’s pan-India network of over 1,300 branches, the partnership has secured the futures of approximately 18.03 lakh policyholders, providing a cumulative Sum Assured exceeding Rs. 1.50 lakh crores.
Sumit Madan, Managing Director and Chief Executive Officer, Axis Max Life, said, “Our 21‑year’ partnership with YES BANK underscores a shared commitment to customer‑first growth. We have protected more than 18 lakh families by leveraging Axis Max Life’s protection expertise with YES BANK’s expansive distribution engine. We are committed to protecting lives across every consumer cohort, leveraging AI and seamless digital integration to ensure that financial security is a frictionless, enriching experience for every citizen, regardless of geography.”
Prashant Kumar, Managing Director & Chief Executive Officer, YES BANK, said, “Our 21-year partnership with Axis Max Life stands as a testament to what strategic alignment and persistent innovation can achieve. This partnership signifies our ability to seamlessly integrate insurance into our customers’ banking journeys through YES BANK’s digital infrastructure and extensive branch network. As we scale this partnership further, our constant endeavour will be to democratize quality insurance in India’s underserved markets. We believe this alliance will be instrumental in advancing the national vision of ‘Insurance for All by 2047’.”
As the partnership enters its third decade, the focus shifts toward a larger national mission. By bridging the protection gap in Tier 3 and Tier 4 towns, the alliance is prioritizing financial inclusion for MSMEs and the ’Bottom of the Pyramid’.
Both the organizations are committed to supporting IRDAI’s nationwide initiative under its vision of “Insurance for All by 2047”, viewing financial protection not merely as a secondary service, but as a fundamental enabler for India’s rising entrepreneurs and rural households. Together, Axis Max Life and YES BANK remain committed to bringing the shield of protection to every Indian doorstep, fostering a resilient and “Atmanirbhar” Bharat.
