Mumbai-based OPD coverage and wellness platform Livlong 365 has announced the expansion of its Frontier Markets Initiative, a specialized distribution network designed to strengthen access to tech-enabled health insurance in India’s Tier 2 and Tier 3 cities.
In just six months since launch, the initiative has established a presence in Maharashtra, Gujarat, Karnataka, and Madhya Pradesh, operating across nine active locations. Together, these states represent nearly 354 million people, or about one-fourth of India’s population, making them a strategic priority in Livlong 365’s national growth plan.
While India’s insurance sector continues to expand, penetration levels in smaller cities remain limited around 30% in Tier 2 and 18% in Tier 3 markets. Livlong 365’s Frontier Markets model seeks to close this gap by combining local on-ground engagement with digital-first health insurance and wellness solutions, ensuring affordability, awareness, and accessibility for underserved populations.
Over the next six months, the company plans to focus on Bhopal, Mysore, Mangalore, Nashik, and Nagpur as key growth hubs. Each location will feature branch-led service centres offering customer support, claims management, partner training, and insurance awareness programs to strengthen local engagement.
Targeted primarily at middle and lower-middle-income groups, the initiative leverages government GST waivers, cost-effective insurance products from top insurers, and digital onboarding systems to simplify and lower the cost of health coverage. In Karnataka, Livlong 365 is also customizing its premium wellness offerings to align with the state’s high literacy levels and increasing focus on preventive healthcare.
“Quality healthcare shouldn’t be confined to metro cities,” said Gaurav Dubey, CEO of Livlong 365. “Through Frontier Markets, we’re building a trust-based, tech-driven ecosystem that meets the specific needs of Tier 2 and Tier 3 India. By combining digital innovation with strong local presence and affordable plans, we aim to dramatically improve insurance penetration where it’s needed most.”
In the long run, Livlong 365 plans to expand the Frontier Markets initiative to more Tier 2 and Tier 3 cities, developing a partner-led network that empowers communities through better awareness, accessibility, and affordability. The effort aligns with the company’s broader vision of “Healthcare for All”, supporting India’s national agenda to extend insurance and wellness coverage across the country.
