Livlong 365 Expands Frontier Markets Initiative to Four States, Targets 350 Million in Tier 2 and 3 Cities

Within six months of rollout, the initiative has extended its operations across four major states- Maharashtra, Gujarat, Karnataka, and Madhya Pradesh, covering nine active locations.

Livlong 365, an OPD coverage and wellness platform, has announced the expansion of its Frontier Markets initiative - a dedicated distribution channel designed to improve tech-enabled health insurance access across Tier 2 and Tier 3 cities in India.

Within six months of rollout, the initiative has extended its operations across four major states- Maharashtra, Gujarat, Karnataka, and Madhya Pradesh, covering nine active locations.

Together, these regions represent a population of over 354 million, nearly one-fourth of India’s total population.

Despite the overall growth of India’s insurance sector, coverage in Tier 2 and Tier 3 cities remains low, with penetration levels of approximately 30% and 18%, respectively. The Frontier Markets model seeks to bridge this gap by combining local accessibility with digital-first health insurance and wellness offerings aimed at affordability, awareness, and simplified adoption.

Over the next six months, Livlong 365 plans to strengthen its presence in five strategic cities, Bhopal, Mysore, Mangalore, Nashik, and Nagpur. Each of these will host branch-led service centers serving as local hubs for customer support, claims assistance, partner training, and health insurance awareness initiatives.

Targeted primarily at middle and lower-middle income groups, the Frontier Markets initiative integrates cost-effective products from leading insurers, government GST waivers, and digital onboarding systems to make health insurance more accessible. In Karnataka, the company is customizing its wellness offerings in alignment with the region’s higher literacy rates and growing health awareness.

“We believe that quality healthcare should not be a privilege of metros alone. With Frontier Markets, we are building a trust-driven, tech-enabled ecosystem that addresses the unique needs of Tier 2 and Tier 3 cities in India. By combining on-ground presence with digital innovation and affordable premiums, we aim to significantly boost insurance penetration in the regions where it is needed most,” said Gaurav Dubey, CEO, Livlong 365.

According to the company, the long-term objective of the Frontier Markets initiative is to expand across multiple Tier 2 and Tier 3 cities, creating a partner-driven network focused on awareness, accessibility, and affordability. The initiative aligns with Livlong 365’s broader goal of achieving “Healthcare for All,” supporting India’s mission to expand health and wellness coverage nationwide.

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