In response to India’s rapidly growing elderly population and the evolving healthcare challenges they face, Policybazaar, through its network of insurer partners, has introduced ‘Saarthi’—a dedicated elder care concierge program tailored for senior citizens. Designed as a comprehensive, high-touch support system, Saarthi aims to simplify health insurance and medical assistance for the elderly, combining personalised human support with critical service integrations.

Bridging the Elder Care Divide in India

As per demographic projections, by 2050, India will have nearly 319 million senior citizens, representing about 20% of the total population. This seismic shift demands robust systems that support preventive care, insurance access, and emergency response—something the Indian healthcare system is still evolving toward.

Saarthi fills this gap by offering end-to-end, empathetic insurance and healthcare support—not only for elderly customers but also for families who live apart and seek reliable care mechanisms for their ageing loved ones.

Key Features of Saarthi

1. Specialised Senior-Centric Advisory Team
   Saarthi deploys trained advisors who specialise in health and life insurance products for seniors, offering them uncomplicated, transparent guidance throughout their insurance journey.
2. Dedicated Helpline for Senior Citizens
   The program includes a priority helpline managed by staff trained in elder care sensitivity, ensuring faster and more considerate resolution of queries and claims.
3. Ground-Level Claims and Medical Support
   Going beyond digital help, Saarthi offers on-ground services like ambulance coordination, hospital liaison, documentation assistance, and other claim-related support, critical in emergency situations when seniors or their families may be overwhelmed.
4. Concierge Services for Holistic Elder Care
   Through collaborations with home healthcare providers, diagnostics labs, and elder-focused service providers, Saarthi enables a continuum of care beyond insurance, ensuring seniors receive regular health checkups, diagnostics, and home-based care when needed.
5. Personalised Engagement and Proactive Assistance
   Each enrollee is assigned a 24/7 relationship manager, who handles everything from renewal reminders to wellness check-in calls, digital documentation help, and emotional support, offering peace of mind to both seniors and their families.

A Human-Centred Innovation in Health Insurance

Commenting on the initiative, Sarbvir Singh, Joint Group CEO, PB Fintech, stated, “Saarthi is our heartfelt initiative to ensure that India’s seniors never feel alone, especially during their healthcare journeys. With the disintegration of joint family systems and an increase in solo-living seniors, we saw a clear need for a reliable, empathetic ecosystem of care. Saarthi brings that system to their doorstep, blending technology, trust, and timely support.”

This initiative also allows cross-city insurance coverage, enabling family members to insure elderly parents living in different cities and still ensure full-circle assistance when needed, mirroring similar support mechanisms traditionally extended to NRIs.

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Policybazaar’s Expanding Impact

With a user base of over 80.5 million, more than 49 million policies issued, and a track record of protecting 9 million families, Policybazaar has become a dominant force in India’s digital insurance aggregator landscape. In FY24 alone, the platform facilitated over Rs 15,000 crore in premiums, working with 50+ insurance partners across verticals like health, life, motor, and group insurance.

The Saarthi program is a clear evolution in Policybazaar’s mission: to deliver insurance that goes beyond transactional value, becoming a true enabler of healthcare access and support for one of the country’s most vulnerable and growing populations.

As India stands at the cusp of a demographic transformation, Saarthi could very well set a new benchmark in integrated elder care and insurance service delivery—one that the broader healthcare and insurance ecosystem may soon be compelled to follow.

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