India’s largest life insurer, Life Insurance Corporation of India (LIC), has taken a significant step in its digital transformation journey with the launch of two new mobile applications, MyLIC for customers and Super Sales Saathi for its sales force.
The apps were officially unveiled at an event in Mumbai on Wednesday by M Nagaraju, Secretary, Department of Financial Services, Ministry of Finance. The event was attended by LIC’s CEO and MD R Doraiswamy along with other senior officials.
Developed under LIC’s proprietary platform DIVE (Digital Innovation and Value Enhancement), these applications signal a strong push towards a paperless and customer-centric ecosystem.
Why this digital push matters
LIC’s move is part of a broader strategy to modernise operations and reduce dependence on physical branch visits. Traditionally, policyholders had to visit LIC offices for several services, from premium payments to policy updates.
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With the MyLIC app, the insurer aims to bring all services onto a single digital platform, making policy management seamless, secure, and accessible anytime, anywhere.
Two apps, two focus areas
The digital initiative is designed around two key user groups:
Customers: MyLIC app
Sales personnel and intermediaries: Super Sales Saathi app
What the MyLIC app offers
The MyLIC app is designed as a one-stop solution for policyholders, enabling them to manage their entire insurance portfolio with ease.
Key features
Instant premium payment with secure transactions
Portfolio management to view and manage all policies in one place
Online loan facility with paperless processing
Real-time tracking of policy status and benefits
Policy revival for lapsed plans
New policy purchase through digital e-KYC
Super Sales Saathi to empower LIC’s workforce
The Super Sales Saathi app is tailored for LIC’s sales personnel, aiming to improve efficiency and strengthen customer engagement.
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Key capabilities
Digital sales kits for streamlined presentations
Real-time policy tracking
Direct communication tools with customers
AI-powered insights to better understand customer needs
A strategic growth move
According to CEO R Doraiswamy, these apps are not just support tools but key growth drivers for the organization.
The initiative is expected to enhance service speed, improve transparency, and accelerate operational efficiency, ultimately redefining the customer experience in India’s life insurance sector.
