Insurance Add-on & Rider Selection Survey
Map how individual policyholders evaluate, compare, and choose riders and add-ons across premium sensitivity, coverage gaps, and claim expectations, so you can sharpen acquisition targeting, fix conversion drop-offs, and benchmark rider pricing.
CONTEXT & RELEVANCE
Why run this survey now
Most insurers don't lose add-on attachment rates purely on premium pricing. They lose them due to misaligned rider bundling, unclear benefit communication, low perceived relevance, poor point-of-sale timing, and segment-level need mismatches, none of which fully show up in policy issuance reports or claims frequency data.
If you are...
- Life or health insurer
- Bancassurance or agency channel head
- Rider product or pricing lead
- Distribution or sales strategy head
- Retention and renewal planning team
You're likely facing...
- Low rider attach at point of sale
- Add-on drop-off: renewal vs new policy
- Riders = complex/low-value perception
- Segment fit confusion: term vs health riders
- Bundling vs standalone pricing tension
This will help answer...
- Rider selection drivers by segment
- Attach drop-off stage and trigger
- High-value rider combinations by profile
- Willingness to pay per rider type
- Renewal lapse and switch triggers
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete policyholder journey from add-on awareness to rider renewal.
Discovery & Awareness
- Add-on discovery channels, touchpoints
- Rider awareness at point of sale
Selection Drivers
- Primary rider selection criteria
- Trade-offs between coverage and cost
Product Fit
- Coverage gaps vs. life stage needs
- Bundled vs. standalone rider preference
Purchase Friction
- Drop-offs during add-on purchase flow
- Documentation and KYC barriers
Pricing & WTP
- Willingness-to-pay thresholds by rider type
- Premium sensitivity across income segments
Retention & Renewal
- Rider renewal triggers and lapse reasons
- Post-purchase engagement, servicing touchpoints
Claims & Trust
- Claim experience against rider expectations
- Insurer credibility, settlement track record
Competitive Positioning
- Insurer switching intent, portability barriers
- Benchmark riders across competing carriers
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Insurance Add-on and Rider Selection Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the insurance products space.
Term life coverage gap & segment pricing perception (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Term life coverage gap & segment pricing perception (India)
Critical illness rider adoption & messaging fit (South India)
Term life coverage gap & segment pricing perception (India)
OBJECTIVE
A private life insurer needed to identify why salaried millennials and self-employed professionals consistently under-insured on base term cover, and which premium sensitivity thresholds were driving drop-off at the point of sum-assured selection.
WHAT WE DID
Ran a structured quant survey across 600 respondents in 8 cities, capturing coverage amount chosen versus recommended , premium-to-income ratio tolerance , stated reasons for coverage shortfall, and ranked barriers at the policy configuration stage .
DELIVERED
A segment-level pricing corridor by income band, a coverage gap map by life stage, and a ranked barrier list at the sum-assured selection step, with distinct friction profiles for salaried versus self-employed buyers.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between term-only buyers, health add-on buyers and bundled multi-rider buyers?
How will you measure rider selection preference beyond simple ratings?
Will the survey map the full add-on consideration journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our add-on attachment rate and renewal conversion?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.