Russians are rushing to insure smartphones – what’s driving the surge?
By Sergey K
Smartphone insurance sales at Megafon and Yota’s retail outlets jumped 75% in the second half of 2025 compared to the first half, signaling that Russians are becoming more cautious with their digital devices.
- September marked the peak of demand – policies issued were 2.2 times higher than the annual average
- Smartphones account for 96% of all insured gadgets
- The priciest insured device was the iPhone 16 Pro Max, valued at 239,000 rubles
September breaks records with unprecedented demand
The sharpest spike in insurance uptake happened in September, when policy volumes soared to 2.2 times above the yearly average. Analysts link this surge to parents buying smartphones for their kids ahead of the school year-insurance is increasingly bundled as a standard alongside cases and extra chargers. Screen protection is also booming, with demand skyrocketing fivefold over the past year.
The most commonly insured smartphones hail from Samsung, Realme, and Huawei. However, the Volga region bucks the trend, where Xiaomi, Realme, and Apple take the top spots for insured devices.
Luxury models top the list of high-value policies
The priciest insured smartphone on Megafon’s retail network in 2025 was the Apple iPhone 16 Pro Max, valued at 239,000 rubles. Close behind were the Samsung Galaxy Z Fold7 (220,000 rubles) and the Apple iPhone 17 Pro Max (215,000 rubles). Russians are also insuring headphones, smartwatches, and portable speakers, but mobile phones dominate, making up 96% of all policies. The most unusual insured item last year? An Apple stylus for a graphic tablet.
“Today, a smartphone is the primary digital tool people use daily. The rising interest in device protection shows users are becoming more mindful about their gadgets and the potential costs of damage or loss. Insurance is no longer seen as an add-on but as a natural extension of the purchase,” said Vadim Zimin, Megafon’s director of sales strategy and development.
Where demand is strongest and seasonal trends
Insurance for mobile devices is most popular among residents of Moscow, Krasnodar Krai, and Bashkortostan. The top 10 regions also include Khanty-Mansi Autonomous Okrug (Yugra), Sverdlovsk Oblast, St. Petersburg, Saratov and Nizhny Novgorod oblasts, Tatarstan, and Orenburg Oblast.
Besides gadget coverage, customers are snapping up policies to protect against life, health, and financial risks. Interest in these products is highest in Moscow, St. Petersburg, as well as in Oryol, Sverdlovsk, and Novosibirsk regions. April saw a 15% spike in policies compared to the monthly average – likely due to the kickoff of the vacation season.
