Square Insurance Launches Prime Connect, Cutting Out the Middleman
New Delhi, India – Square Insurance has rolled out Prime Connect, a new service designed to eliminate agent dependency and streamline insurance purchases. The new vertical enables customers to interact directly with Square Insurance employees, making for a faster, fully digital, and more transparent insurance-buying experience.
With Prime Connect, customers can explore, compare, and purchase policies directly on Square Insurance’s website or consult with in-house employees for expert guidance. The company is expanding its workforce to support the new initiative, adding over 100 employees and establishing new offices in Delhi, Gurgaon, and soon, Noida.
“Insurance is not just a financial product but a tool for economic resilience,” said Rakesh Kumar, MD and Founder of Square Insurance. “Customers today demand speed, transparency, and control over their policies, and Prime Connect is our response to this shift.”
Square Insurance also plans to introduce exclusive digital promotions and loyalty benefits to encourage more customers to opt for direct insurance purchases. The company aims to shift 15 to 20 percent of its sales to the direct digital model over the next two to three years.
Bridging the Insurance Gap
As India’s insurance sector sees annual growth of over 10 percent, digital transformation is reshaping financial services across the country. While self-service platforms and AI-driven underwriting are expanding financial protection, accessibility challenges persist, particularly in smaller towns. Prime Connect addresses this by extending financial security to Tier 3 and Tier 4 cities, where reliance on traditional agents has often limited insurance adoption.
By eliminating inefficiencies, reducing mis-selling, and improving customer trust, Square Insurance aims to make insurance more accessible to individuals across urban and rural India. Prime Connect is set to play a key role in the ongoing transformation, offering direct access to insurance for those in smaller towns and villages.
About Square Insurance
Founded by Rakesh Kumar and based in Rajasthan, Square Insurance provides tailored insurance solutions with a strong focus on rural India. Since 2017, the company has partnered with over 53 insurers to provide competitive premiums and personalized coverage. Square Insurance recently secured $1 million (Rs 8.3 crore) in funding, led by Recur Club, to open 15 new branches and strengthen its rural outreach.
For additional information, visit: Square Insurance
