I would not completely agree with this article when they mention who has got it right and many who have still not got it right. SBI Life has almost 100% of the business as bancassurance which is not bad but their infrastructure cost is very low (as they use banks offices). While it is getting competitive apart from the agent commissions getting a partner by paying higher commissions has become necessary for Life Insurance companies to get a good bank with large spread to promote their products. I think the trend is not so bad and more capital means more business. Also Life Insurance companies have started adopting efficient operating systems and methods, one of the main signs is the increase in outsourcing activities. Some of the new Insurance companies are completely outsourcing all the activities except for some critical ones like underwriting etc.