Indian cricket legend MS Dhoni invests in Acko; says, 'New India wants to engage with insurance'

Indian cricket legend Mahendra Singh Dhoni has made a strategic investment in Acko, a digital-first insurance platform, through his family office, Midas Deals. The Bengaluru-based startup also announced Dhoni’s appointment as brand ambassador.

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Founded in 2016 by Varun Dua and Ruchi Deepak, Acko offers direct-to-consumer (D2C) insurance services spanning auto, health, and travel coverage, alongside group health insurance products for employees. The startup has built its proposition on a zero-commission, zero-paperwork model, with emphasis on instant claim settlements and user-friendly digital interfaces.

Dhoni's endorsement is expected to boost Acko’s brand visibility and trust quotient in a market often viewed as opaque and transaction-heavy.

“As an automobile enthusiast, I’ve often found insurance to be unnecessarily complicated. Acko brings clarity where there was confusion,” Dhoni said. “Their tech-first, customer-centric approach reflects the way new India wants to engage with insurance. I’m excited to support a brand that’s focused on trust and transformation.”

The insurtech firm claims to have issued more than 1 billion policies and served over 78 million customers. For the financial year ending March 2024, it reported a revenue of Rs 2,106 crore, up nearly 20% from Rs 1,758 crore in FY23.

Acko has raised more than $458 million in funding to date. In October 2021, it secured $255 million in a round led by General Atlantic, which currently holds a 10.7% stake. Other prominent backers include Accel Partners and Elevation Capital.

Varun Dua, founder, ACKO, said, “Dhoni’s association with ACKO isn’t just a brand collaboration but it is a meeting of mindsets. He mirrors the values that have shaped ACKO’s journey: customer-first thinking, simplicity, and bold innovation. Dhoni represents everything we stand for - trust, discipline, and the ability to stay calm while reinventing the game. His presence strengthens our resolve to rewrite the playbook for insurance in India. Together, we aim to make insurance simpler, more relatable, and truly loved by the people.”