How Does InsuranceDekho Work? Business Model Explained

InsuranceDekho Business Model

Insurance– a word that can elicit a collective groan or a sigh of relief depending on who you ask. The concept is simple- you pay a premium, and in return, the insurer promises to have your back when the unexpected strikes. For some, it’s the ultimate safety net, a shield against life uncertainties. For others, it’s a complex pile of policies, premiums, and paperwork that feels more like a necessary evil than a helpful friend. InsuranceDekho do have a user-friendly business model.

But what if we told you there’s a game-changer in town, a new way to explore the world of insurance, and it goes by the name of InsuranceDekho? Well, stick around, because we’re about to dive into the fascinating world of InsuranceDekho’s business model. 

Let’s begin! 


InsuranceDekho Profile:

InsuranceDekho is an Indian-based insurance broken firm that operates as an online insurance marketplace. It serves as a platform where individuals and businesses can compare and purchase various insurance policies from a wide range of insurance providers.

First thing first, InsuranceDekho is your one-stop shop for all the things related to insurance. Whether it’s car insurance, health insurance, or anything in between, they’ve got you covered. Now let’s get into the details of how it all started. 

Name of the CompanyInsuranceDekho
Legal Name Girnar Insurance Broker Pvt. Ltd
Founded 2016
Came into action in 2017
Founder Ankit Agarwal (CEO)
Headquarter Gurugram, Haryana
Co-Founder $ CTOIsh Babbar
Parent CompanyGirnar Software Pvt. Ltd
Valuation (Feb, 2023)$500-$550 million
Funding (Feb, 2023)$50 million
Revenue generation (FY22)$479.1 million
Some valuable insights of InsuranceDekho

InsuranceDekho works on an Aggregator business model.

InsuranceDekho provides services in policies of car, health, travel, life and other insurances. The company has a network of 100,000+ who source business. The company also provides assistance and technical support required during claim settlements. 

Note: We have a detailed information article on How to avoid insurance fraud in India? For more information you can check that out. 

InsuranceDekho founders
InsuranceDekho founders

Some key points of InsuranceDekho: 

  • InsuranceDekho raised a whopping amount of $150 million in Series A round led by Goldman Sachs and TVS Capital in February this year. Isn’t it great? Yes, an incredible and astonishing achievement by an Indian Insurance tech startup. 
  • In 2017, the company was founded as the CarDekho insurance firm. 
  • In the same year 2017, the company acquired broking from IRDAI.
  • This is considered as the largest series A funding by an Indian Insurance tech startup. 
  • According to this Indian startup, their business has been double post pandemic. 
  • As pandemic has made people realize and made them aware about the importance of life and health insurance. On how it can help in life. 
  • According to the company over 45-50% of their insurance can only account for health and life insurances, in the coming years. 
  • The company has spread it all over the country, but has a good business and hold in northern and western parts of the country. That accounts for about 55-60% of the insurance by company. 
  • Company, soon to be planning to reach every corner of the country with exceptional market penetration. 

InsuranceDekho Business Model: The magic behind the scene

InsuranceDekho, a trailblazing platform that’s changing the way we think about insurance. In this part of the article, we’re going to unveil the captivating business model behind InsuranceDekho, a model that’s reshaping the insurance landscape. InsuranceDekho works on an Aggregator Business Model. In this, InsuranceDekho partners with multiple insurance companies, both major and niche providers, to offer a diverse selection of insurance policies to the customers. 

This model allows users to compare different insurance options in one place.

Let’s breakdown the key components of InsuranceDekho’s aggregate business model: 


InsuranceDekho collaborates with a wide range of insurance companies, including both established industry giants and smaller, specialized providers. This partnership is the foundation of their aggregator model. It allows them to offer a comprehensive selection of insurance policies, covering various types of coverage such as health, motor, travel, and home insurance. One of the highlighting component of InsuranceDekho business model.


InsuranceDekho doesn’t simply list policies, they curate them. The platform’s team diligently selects policies from their partner insurance providers. These policies are chosen based on specific quality standards and customer-friendly attributes. Once curated, the policies are presented on the platform in an easy-to-understand format, eliminating the need for customers to decipher complex insurance jargon. 


One of the InsuranceDekho’s business model core strengths is its user-friendly interface. They simplify the presentation of policy information, making it accessible to users of all backgrounds. Policies are displayed in a clear, straightforward manner, making it easy for users to compare different options side by side. This user-centric design ensures that customers can navigate the platform with ease, empowering them to make informed choices.

InsuranceDekho campaign


InsuranceDekho doesn’t stop at presenting policies; they offer expert guidance. Their platform includes filters, explanations, and access to knowledgeable advisors who can assist users in finding the insurance coverage that best suits their needs and budget. This guidance adds a human touch to the platform, making it more than just a digital marketplace.


Here’s where the business model gets interesting. InsuranceDekho doesn’t charge users for utilizing their platform and services. Instead, they earn their revenue through commissions. When a user selects a policy through InsuranceDekho and proceeds to purchase it, the respective insurance company compensates InsuranceDekho with a commission. This commission-based model ensures that users can access InsuranceDekho’s services for free while the platform generates income. We will explain it in detail in further sections.


By bringing together various insurance providers and offering a platform that encourages transparency and user-friendliness, InsuranceDekho fosters healthy competition among insurers. Companies are incentivized to create policies that are more consumer-friendly, ultimately benefiting consumers with better choices and value.   

Note: We too have a detailed article on top 10 profitable startups. Visit the site to know more. 

How does InsuranceDekho earn money? 

Another intriguing part. InsuranceDekho works on a Commission-Based revenue model. In this they don’t charge a single penny for using its platform and services. Yes, you read that right – it’s entirely free for users. 

Yes, the question remains the same- how do they earn money?

The answer lies in commission. When the user selects an insurance policy through INsuranceDekho and decides to purchase it, the insurance company that underwrites that policy compensates InsuranceDekho with a commission. This commission serves as InsuranceDekho’s revenue stream.

Marketing Strategies of InsuranceDekho-

Beyond its user-friendly interface and vast array of insurance options lies a strategic marketing approach that has propelled it to the forefront of the industry. In 2021, InsuranceDekho hired actor Jitendra Kumar, as their brand ambassador for their campaign that highlighted how policies are available at reasonable price and safe they are. The campaign was launched on various social media platforms like Facebook, Instagram, YouTube. etc.

Some of the marketing strategies are- 

BUILDING A STRONG ONLINE PRESENCE: In the digital age, a strong online presence is paramount. InsuranceDekho has invested heavily in creating a user-friendly and informative website. It’s not just a marketplace for insurance policies; it’s a treasure trove of resources, offering articles, guides, and tools to educate consumers about insurance. 

SEARCH ENGINE OPTIMIZATION(SEO): InsuranceDekho understands the power of search engines. They’ve optimized their website to rank high in search engine results for relevant keywords.this ensures that when someone searches for insurance or policies, InsuranceDekho’s website is prominently featured, driving organic traffic. 

SOCIAL MEDIA ENGAGEMENT: InsuranceDekho has leveraged platforms like Facebook, Twitter, and LinkedIn to engage with its audiences. They regularly share informative content, answer user queries and foster a sense of community.

USER REVIEWS AND TESTIMONIALS: The power of user-generated content should not be underestimated. InsuranceDekho encourages users to leave reviews and testimonials on their platform. Positive reviews serve as social proof, building trust with potential customers. 

EMAIL MARKETING: This is another arrow in InsuranceDekho’s quiver. They send out regular newsletters and updates to their subscribers. These emails often contain informative content, policy recommendations, and promotions, keeping their audience engaged and informed. 

EMPHASIZING USER-CENTRICITY:  Above all, InsuranceDekho’s marketing strategy is anchored in its user-centric approach. Their marketing messages consistently emphasize how they simplify insurance, making it user-friendly and accessible. 


In the bustling world of insurance tech and insurance marketplaces, one name stands out like a lighthouse guiding the way : InsuranceDekho. InsuranceDekho faces competition from well established giants in the insurance world. Like PolicyBazaar, Coverfox, Reliance General Insurance, Acko, and many others.   In this highly competitive environment, InsuranceDekho distinguishes itself by focussing on user-friendliness, expert guidance, and a transparent approach to insurance.

Its aggregator business model, comprehensive policy offerings, and user- centric design set it apart from the competition.

The Last Thing- 

InsuranceDekho’s business model is a game-changer in the insurance industry. It simplifies the process, empowers you to make informed choices, and brings transparency to an often murky world. It’s like a breath of fresh air in the industry known for complexity. So, next time you’re faced with the daunting task of insurance shopping, remember that InsuranceDekho is here to make it engaging, captivating, and most importantly, user-friendly. 

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Published By: Aashita Singh
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