Digitalisation is rapidly changing the urban, semi-urban and middle to small town landscape. Right from determining key political outcomes to influencing buying behaviour, digital is playing an important support role in the lives of customers. Digitalization has improved the reach, quality of service provided by the company. Insurance industry is also getting intensely impacted by the penetration of digital. The Insurance Regulatory and Development Authority (IRDA), which had proposed digitalisation of insurance policies in 2013, have now made it mandatory. With this initiative, the insurance industry is now all set to reach a new milestone. The current research was directed towards understanding policy holders’ response towards digitalization of insurance sector. A sample of 50 policy holders of Belthangady Taluk, both from public and private insurance company, was studied. The study reveals that customers prefer direct face-to-face interaction where their problems and queries would be handled as they are not ready to take risk. Customers lack information about the Web site and are uneducated about the procedure of transaction and outcome.
KEY WORDS: Digitalization, Insurance Sector, Policy holder, Online
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