Mumbai, Oct. 1 -- ICICI Lombard is targeting younger customers with digital-first health insurance products, health and wellness initiatives, mental wellbeing and lifestyle-linked reward points as it seeks to tackle high rates of policy discontinuation among customers aged 18-35.

The strategy comes as insurers look to expand health coverage among younger Indians while keeping acquisition costs under control. For ICICI Lombard, the immediate objective is to get younger customers into its customer base early, keep them engaged and eventually move them toward higher-value products as their financial capacity and insurance requirements grow.

About one in two customers aged 18-35 typically discontinues their policy within three years of purc...