PayTM extends comprehensive merchant protection across India for under ₹2 a day, with Assurekit
For every business and every person they serve
200,000+
13,000+
₹350 crore+
They understood the merchant context, helped us think through adoption, and stayed involved at every step. It genuinely felt like a partnership.
Paytm had been offering protection plans tomerchants for years, sourced from multiple insurers. Adoption stayed low. Churn was high.
Claims took 30 to 60 days, required multipledocuments, and outcomes were uncertain.
Merchants had tried these products andbeen let down. Most plans were also pricedfor a generic market, bundling coversmerchants did not need and charging themfor it anyway.
By the time we came in, merchant trust in the category was gone.
Milan and Shubhang speaking to the shop owners and merchants of Mumbai.
The conversations changed what we built.
What we heard was not about onespecific risk. It was about theaccumulated vulnerability of runninga small business alone. A health issuethat forces the shop to close, anaccident, a fire, or a flood. Merchants needed a plan thataddressed all these concerns.
We built plans around exactly this.Daily benefits keep merchantsengaged between claims. Coversthey would never use were strippedout. Enrolment was reduced to threetaps inside the PayTM app usingexisting KYC.
2 lakh merchants across 19,000+ pincodes got covered in under six months. Thatalone was the goal. What happened after was the proof.Merchants who previously skipped doctor visits for weeks were now calling in forroutine issues.
25,000+
1 in 5 enrolled
For Paytm's merchants, protection now works the way it was always supposed to.
Want to build something similar?
Protecting trust, one claim at a time.
