Life insurance is impacted by digitization move. Life insurance was visualized as a contract of trust between agent and the customer. Be it information seeking or purchase on internet, life insurance is preferred to in online mode. Ease in process, facilitated comparison of life insurance products, passing on of benefits by insurer are visibly the striking reasons for such change. This research paper aims to assess digital presence, reasons and Value proposition for digital preferences for life insurance products in India. New business data from website of Insurance Regulatory Development Authority - IRDA from the year 2013-14 to 2018-19 was studied, keeping year 2015- 16 as base year for year on year comparison of growth of various distribution channels. Face to face persuasion by life insurance agents had been the key revenue generator for life insurance companies. Human intervention in terms of life insurance agents had fallacies like lack of reliability, possibility of frauds, lack of expertise and lack of comparison. Performance parameters such as life insurance density and life insurance penetration showed huge potential to tape untapped life insurance market.
