Life Insurance Corporation of India (LIC) has launched its new customer application MyLIC and a dedicated mobile app for sales intermediaries, Super Sales Saathi, as part of its ongoing digital transformation strategy.
With over 260 million policies and one of the deepest insurance footprints in the country, LIC said the Apps are aimed at delivering scale, improving service efficiency and maintaining competitive parity in an evolving life insurance market.
Unified digital platform
The MyLIC App integrates policy servicing, claims support, payments, documentation and customer engagement into a single platform, offering a 360-degree digital experience.
The platform seeks to minimise paperwork and enable policyholders to manage their insurance needs seamlessly, while enhancing overall customer engagement.
Customer-facing features
Key features of the MyLIC App include the ability to view and manage insurance portfolios, pay premiums instantly and track policy benefits in real time.
Customers can also avail paperless policy loans, update policies, revive lapsed policies online, explore and purchase new policies digitally, and complete fast and secure e-KYC processes.
Intermediary enablement
The Super Sales Saathi App is designed to empower LIC’s intermediaries and field force with tools to improve customer servicing and operational efficiency across the policy lifecycle.
It provides digital capabilities for onboarding, servicing and engagement, enabling intermediaries to serve customers with greater speed and accuracy.
Sales and analytics tools
The App includes digital sales tools, real-time policy status tracking, automated follow-up reminders and integrated communication with customers.
It also features AI-driven nudges, digital sales kits, product explainers for on-the-go presentations, and performance dashboards to help intermediaries monitor targets and achievements.
Technology backbone
Both Apps are built on LIC’s DIVE (Digital Innovation & Value Enhancement) platform, which is designed to deliver a seamless, secure and integrated insurance experience for customers, intermediaries and employees.
The platform underpins LIC’s broader efforts to modernise its digital infrastructure and enhance service delivery.
Launch event
The applications were launched by Finance Secretary M. Nagaraju in the presence of LIC Chief Executive Officer and Managing Director R. Doraiswamy and Managing Directors Dinesh Pant, Ratnakar Patnaik and R. Chander.