Star Union Dai-ichi Life Insurance (SUD Life) has strengthened its customer experience with the deployment of a proprietary AI-enabled Voice Bot, and a series of operations-led enhancements to improve service efficiency. The Voice Bot is designed to bridge the gap between the insurer and its customers by enabling faster access to policy-related information, quicker service resolution, and reducing reliance on manual touchpoints.
These initiatives support the company’s goal of making insurance simpler and more accessible to customers across life stages. The AI-powered Voice Bot is a significant addition to SUD Life’s technology-led customer experience transformation as the company eyes deeper insurance penetration in the country.
Available in both English and Hindi and offering 24×7 assistance, the Voice Bot simplifies insurance interactions for customers. It helps users access policy details, check premium due dates and payment status, and get quick answers to policy-related queries. Customers can also raise service requests seamlessly through the Voice Bot.
Designed to support both existing policyholders and new customers, it enables faster servicing while providing straightforward access to product information. By reducing dependency on human intervention, the solution minimizes wait times and delivers accurate, consistent information, enhancing overall service efficiency and building greater customer trust.
The solution received external validation when it was awarded “Best Use of Technology to Enhance Customer Experience” at the UBS Forums (Insurance Summit), reinforcing the company’s leadership in insurance tech adoption. For SUD Life, the initiative reflects its focus on leveraging automation and conversational AI to create seamless, scalable, and efficient service models.
Complementing this innovation, SUD Life has bolstered its backend operations to ensure faster and more efficient service delivery. Increased adoption of ECS and auto-debit mandates have streamlined premium collections, reduced policy lapses, and improved persistency ratios.
Process automation workflow-enabled processes in the payout process and auto-receipting of renewal premiums received online have minimized manual errors, ensured timely premium payments, and reduced administrative burden for both customers and the service teams. SUD Life has also simplified its operations to enable a clearer and more transparent premium handling process that is aligned with the recent regulatory and tax changes.
Further enhancing its customer-first approach, SUD Life’s “You Matter” wellness and self-service app serves as an integrated platform that allows policyholders to seamlessly access policy details and self-service options but also gain from wellness tips such as guided yoga and fitness sessions.
Together, these digital and operational enhancements reflect a shift towards a more customer-centric insurance ecosystem that goes beyond traditional servicing.
“At SUD Life, we are constantly innovating to enhance customer experience and strengthen feedback mechanisms as we take insurance to the hinterland. Our focus is not just on leveraging technology but also on making it simple even for those who are not tech-savvy. We will continue to drive operational improvements to make insurance more affordable and accessible, while ensuring that more people are financially protected,” said Mr. Abhay Tewari, MD & CEO, SUD Life.
SUD Life remains committed to its broader goal of scalable growth while maintaining service quality across its expanding customer base. With over 1.52 crore lives covered, 6000+ employees, and 170+ offices, robust technology-driven operations are critical to sustaining consistency and speed. The company will continue to develop future-ready insurance services that blend human support with intelligent automation.
