<h1>Insurance Giants ICICI Prudential Life and Axis Max Life Lead Customer Experience Ratings with Digital Innovation and Tailored Services</h1> Two leading insurance companies, ICICI Prudential Life and Axis Max Life, have achieved top customer experience ratings in a recent industry survey. The Hansa Research report reveals significant improvements in the life insurance sector's Net Promoter Score, rising from 38% in 2021 to 58% in 2025. Key trends include increased focus on digital services, millennial expectations, and tailored approaches for women customers. The study highlights evolving customer needs, with an emphasis on financial protection, savings, and retirement planning across different demographic segments.