Livlong 365 expands Frontier Markets initiative to 4 states, targeting 350+ million people in Tier 2 & 3 India
Gaurav Dubey, Livlong 365
Livlong 365, a Mumbai based OPD coverage and wellness platforms, has announced the expansion of its Frontier Markets initiative, a dedicated distribution channel aimed at deepening tech-enabled health insurance access across Tier 2 and Tier 3 cities.
Within just six months of rollout, Frontier Markets has established operations across four key states: Maharashtra, Gujarat, Karnataka, and Madhya Pradesh, spanning nine active locations. Collectively, these regions account for over 354 million people, representing nearly one-fourth of India’s total population, making them a critical focus for Livlong 365’s expansion strategy.
Despite India’s insurance sector growth, penetration in Tier 2 and Tier 3 cities remains low — at approximately 30% and 18%, respectively. Livlong 365’s Frontier Markets model aims to bridge this gap by combining on-ground accessibility with digital-first insurance and wellness offerings, ensuring affordability, awareness, and ease of adoption for underserved communities.
Over the next six months, the company will prioritize five strategic cities: Bhopal, Mysore, Mangalore, Nashik, and Nagpur, to strengthen market presence and optimize resources. Each location will host branch-led service centres that act as local hubs for customer support, claims assistance, partner training, and health insurance awareness drives.
Designed primarily for the middle and lower-middle income segments, Livlong 365’s Frontier Markets leverages a blend of government GST waivers, cost-effective insurance products from leading insurers, and digital onboarding systems to make health insurance simpler and more affordable. In Karnataka, for instance, the company is tailoring its premium wellness offerings to capitalize on the region’s high literacy rates and growing health consciousness.
“At Livlong 365, we believe that quality healthcare should not be a privilege of metros alone,” said Gaurav Dubey, CEO, Livlong 365. “With Frontier Markets, we are building a trust-driven, tech-enabled ecosystem that addresses the unique needs of Tier 2 and Tier 3 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.”
Livlong 365’s long-term goal is to scale the Frontier Markets initiative across multiple Tier 2 and Tier 3 cities, establishing a partner-driven network that empowers customers with awareness, accessibility, and affordability. The initiative is a key step toward realizing Livlong 365’s vision of “Healthcare for All”, aligning with India’s broader mission of expanding insurance and wellness coverage nationwide.
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