Health insurance plays a crucial role in protecting individuals and families from unexpected medical expenses, especially in urban areas where healthcare costs are rising rapidly. The ambit of this study is confined to the key factors influencing the demand for health insurance and the digital purchasing behaviour of middle-income households in Navi Mumbai.Variables such as income level, awareness of health insurance, healthcare costs, family size, perceived health risks, and digital accessibility have been given prime consideration in the study. Primary data was collected through structured questionnaires, along with secondary data from research papers and industry reports.

The study reveals that income level, awareness, trust in insurance providers, and ease of online access significantly affect purchasing decisions. Digital platforms have made it easier for consumers to compare and purchase policies, thereby increasing its penetration and adoption. However, challenges such as lack of financial literacy and complex policy terms still act as an obstacle.