Intellectual Capital
Robust Systems for Stronger Dreams
Why is intellectual capital critical to our sustained growth?
We believe that technology, knowledge and innovation are not merely enablers but essential drivers of growth that help bring aspirations to life. Our intellectual capital, ranging from advanced digital platforms and data-driven insights to AI-enabled decision-making and deep domain expertise, forms the bedrock of our ability to scale impact and stay ahead in a rapidly evolving insurance landscape. As India’s ambitions grow, our systems evolve in tandem, empowering us to design smarter, more secure and inclusive solutions that support every Indian’s journey towards a better, more protected future.
UNSDGs Aligned
Priorities in FY25
- M1 - Customer service and satisfaction
- M2 - Governance, transparency and ethical business practices
- M4 - Data privacy and information security
- M5 - Risk management and business continuity
Material matters
- Investing in advanced IT infrastructure and cybersecurity for scalable and secure digital operations
- Aligning operations with evolving data protection and IT compliance standards
- Investing in technology that drives risk assessment and mitigation
- Leveraging AI and analytics for business intelligence, enhancing efficiency across customer and partner journeys, and delivering tailored offerings
- Expanding API-based integration for partner and customer convenience
- Strengthening IT infrastructure for agility and business continuity
KPIs
98.7%
Digital adoption for sourcing new business
97%
of renewal premium collected digitally
1,748k
Chatbot queries resolved
100%
Customer email enquiries handled by bot
345 RPA bots
Deployed across 2,394 tasks
80%
of individual policies issued within 0–2 days
800
Bitsight score
Building a Robust Tech-Driven Entity
Streamlining Processes and Technology to Embrace Opportunities
Becoming a digital-first organisation
Deploying Technology to Drive Operational Efficiency
Effective Risk Management with Technology
Our risk mitigation strategies are driven by technology-powered systems:
- Insta Pre-Issuance Verification (PIV): A seamless, bot-enabled journey that includes real-time identity validation, document checks and product reconfirmation
- Real-time integration with PAN and KYC systems to prevent misrepresentation
- AI and ML are being integrated to drive facial comparison and real-time fraud checks
- Automated guardrails within GenAI applications to ensure governance-compliant outputs
Scaling Business Growth with Analytics
We are investing significantly in advanced analytics capabilities that unlock strategic insights, drive targeted engagement and optimise resource allocation across functions.
Key digital touchpoints across the journey
Empowering Stakeholders with Cutting-Edge Technologies
Customers
Excellence with end-to-end digital journey
We continue to scale our digital ecosystem to offer a frictionless, secure and personalised customer experience across the entire lifecycle — from prospecting and onboarding to renewals and claims.
Highest single day volume processed in the industry
PMJJBY renewal of 3.6 crore members in a single day through API integration with the JanSuraksha Portal
Engaging through text and voice
3.9 crore
users
11
languages in WhatsApp
First-of-its-kind multilingual, multimodal GenAI project
AI-based analysis
AI analyses all renewal calls to understand customer sentiment, review conversations and suggest next steps.
Empowering customers with digital tools
We have launched and enhanced several customer-first initiatives that improve convenience, reduce turnaround times and elevate service quality.
01
Smart Care and Chat2Pay Instant access to servicing tools and payment options via WhatsApp.
02
CRMNEXT, CRM, Bit.ly Short Links A Customer Relationship Management (CRM) platform that provides a 360-degree view of customers. It integrates with various data sources, including UIDAI and CIBIL, to facilitate seamless onboarding with instant e-KYC. The platform supports lead capture and automated communication through multiple channels such as email, SMS and social media.
03
Insta Pre-Issuance Verification (PIV) Real-time verification using link. Includes video call journey and facial comparison features for higher transparency.
04
Digital KYC and Pan Validation Direct integration to eliminate manual errors and identify fraud.
05
Digilocker and e-Insurance Account Policy documents securely stored in customer’s demat account.
06
Voice IVR & 24x7 Customer Care Increased accessibility and instant response to customer queries.
07
e-DGH, e-mandate, eCoE Fully digital mandate registration and document generation processes.
08
Claim Intimation on Website Enables digital upload of claim documents with real-time tracking.
09
SBI LifeVerse Studio A virtual engagement platform for awareness, interaction and education.
Key Processes Introduced
Project Life Link: Document 360° – Elevating Customer Experience
In line with this philosophy, we introduced Project Life Link – Document 360°, a transformative initiative aimed at digitising the customer document journey.
This project focuses on seamlessly converting physical policy documents into a fully digital format, ensuring enhanced accessibility, higher security and improved operational efficiency for customers. By eliminating the dependency on paper-based records, we are delivering a smarter, faster and more sustainable experience.
WhatsApp BOT Value Addition
Password-protected policy documents are sent to customers on WhatsApp after policy issuance.
Suitability Assessment in Online selling
Suitability Assessment is made mandatory for all products except Term and annuity products. These recommendations are in accordance with customer financial goals. Explicit OTP-based consent is taken from customer on suitability completion. Suitability responses are shared with customer and stored and checked during underwriting.
Key Benefits:
- Always-on access to important policy documents, anytime and anywhere
- Increased security with encrypted digital storage
- Faster service resolution with readily retrievable documentation
- Eco-conscious approach aligned with our sustainability goals
- Simplified policy management for today’s digitally savvy customers
Project Life Link is not just a shift to paperless processes but it reflects our commitment to building a truly digital-first ecosystem where customers are empowered with convenience, transparency and control at every touchpoint.
Key Outcomes
70%
Insta PIWC
85%
Electronic Insurance Account
69%
Digital KYC
30+
digital services through Smart Care, a bespoke customer self-service application
18%
Reduction in non-medical Issuance TAT
8%
Reduction in medical Issuance TAT
Distributors
Powering Distribution through Digital Highways
At SBI Life, distributors are at the heart of our expansive reach and customer engagement. Our digital tools are designed to elevate their productivity, reduce onboarding friction and empower them with intelligent insights to serve customers better and faster.
Core Sales Tools
M-Connect Life
M-Connect Life provides end-to-end policy servicing support, sales tracking, lead management and access to marketing materials. In FY25, the tool was further upgraded with a simplified interface and integration with customer journey analytics.
M-Connect Progressive Web App (PWA)
Designed for fast and frictionless access, the PWA version of M-Connect enables the use of key functionalities even in low-bandwidth areas. The FY25 updates included enhanced offline capabilities and real-time sync for policy updates.
Smart Advisor Plus
This comprehensive digital platform aids in illustrating policy benefits, generating quotes, comparing products and completing sales journeys digitally. In FY25, it was enriched with AI-driven recommendation engines and pre-approved journey flows.
Banca Online 3.0
An integrated platform tailored for bancassurance partners, enabling seamless product selling, lead conversion and after-sales service. The latest version added a more dynamic dashboard and improved cross-sell capabilities.
Support and Servicing Tools
Partner Portal
A unified digital platform for corporate agents, brokers and bancassurance partners to access policy information, transaction tools and real-time MIS. It streamlines operations, enhances transparency and supports efficient business servicing. FY25 saw integration with video-based training and automated notifications.
SAATHI V2.0
An app designed to engage and empower distributors with access to training modules, rewards, recognition updates and business performance insights. It promotes continuous learning and motivation across the distribution network.
Onboarding and Enablement
Digitised Distributor Onboarding
API and OCR-enabled digital journey for Advisors/Certified Insurance Facilitators (CIF) onboarding, reducing errors and manual effort while improving turnaround time and experience.
eKYC via Facial Authentication
Enables Aadhaar-based identity verification through facial recognition, making onboarding seamless and contactless for digitally-savvy distributors.
Content and Insights
Life Mitra Microsite
A responsive microsite that provides advisors with access to training, sales content, updates and brand visibility, all from one platform.
Magic Button
Centralised repository for product collaterals, accessible via mobile and desktop, enabling quick sharing by sales teams and branches.
InsightGenie
An AI-driven data insights platform that allows sales teams to access real-time performance analytics via chat or voice.
Performance & Payout
Smart Advisor Dashboards
Includes 13th month persistency, CIF/BDM performance, lead buckets tracking — promoting transparency and performance ownership.
Channel Management System (CMS)
Now enables faster processing for distributors, increasing motivation, transparency and payout efficiency.
Payment Integration
Integrated into M-Connect and Smart Care for fast premium collections via UPI, card and e-mandate, supporting seamless digital sales closure.
OnboardX – Transforming Agency Onboarding with Emerging Tech
- OnboardX is SBI Life’s reimagined onboarding platform that leverages next-gen automation and intelligent workflows to redefine the insurance advisor onboarding experience
- The new process is seamless, with minimal manual intervention, delivering operational efficiency and empowering the workforce to adapt and thrive with emerging technologies
- Automation has reduced manual, low-value tasks like data entry, enabling employees to focus on higher-impact work. This has improved agent productivity, enhanced distribution outcomes
Next-Gen Onboarding for a Digital-First Future
Key Outcomes
88%
Straight-through processing achieved
+166%
InsightGenie: AI-Powered Conversational Analytics
We further advanced our digital transformation journey by launching InsightGenie, an AI-powered conversational analytics platform that redefines how business intelligence is accessed and utilised across the organisation.
InsightGenie was developed to bridge the gap between data complexity and business decision-making. The platform enables the Sales team to access real-time business insights through simple, conversational queries — whether via desktop or mobile, voice or text.
This secure, on-premise solution is built to handle multi-layered data analysis, offering dynamic visualisation of KPIs such as new business growth, renewal persistency, refunds and real-time cashiering. InsightGenie eliminates the need for manual data extraction or pre-defined dashboards, empowering users to instantly generate insights on the go.
Key Highlights of InsightGenie
Conversational Analytics Uses OpenAI’s Large Language Models (LLMs) to process natural language
Multi-Device Access Accessible via mobile and web
Voice-Enabled Queries Supports voice input
Real-Time Visualisation Data presented in charts, tables or plots
Enterprise-Grade Security Role-Based Access Control (RBAC), PIN-authentication
Smart Features Auto-suggest, auto-complete
Impact Delivered
- Faster Decision Cycles
- Increased Productivity
- Improved Field Execution
- Stronger Governance and Compliance
Why It Matters
InsightGenie exemplifies how we are using AI not just to automate but to augment human intelligence. By combining intuitive design with enterprise-grade security, the platform democratises data access while reinforcing the Company’s commitment to innovation, agility and stakeholder empowerment.
Key Outcomes
95%
KPI reports delivered by start of business hours
455 reports
On click of a button
27
Predictive Analytics - live data models across policy life cycle aiding support to distributors
8.4 mn
Uploads on Smart advisor
1,55,000+
Agents' personalised website
Employees
Driving Productivity with Smart Digital Solutions
We are committed to building a tech-enabled workplace by embedding digital solutions across every stage of the employee journey. By streamlining processes and equipping our people with the right tools and skills, we are empowering them to work smarter, grow faster and realise their full potential. As a part of this commitment, we have transitioned from our previous Human Resource Management System (HRMS) to Darwinbox’s cloud-based SaaS platform, enhancing core HR functions with advanced capabilities such as streamlined talent acquisition and onboarding, performance management, internal social networking, attendance tracking, compensation modelling and data-driven analytics — enabling a more agile and connected workforce.
Tech-enabled workforce
Data analytics and MIS play a critical role in enabling informed decision-making and strengthening sales strategies. SBI Life leverages advanced reporting tools such as AARAM Nxt, AASAN and Saarthi to provide timely insights, track performance and identify growth opportunities. These platforms support teams with accurate, real-time data, helping them take focused actions, improve customer engagement and drive business outcomes more effectively.
1. eShiksha Empowered
A digital platform offering interactive courses, micro-modules, gamified content, quizzes and navigation guides to enhance employee learning experiences.
2. SBI Life Knowledge Premier League
A national quiz competition engaging employees across departments to promote knowledge-sharing.
3. MIS Dashboard
Provides real-time performance data by region, channel and zone to track targets and gaps.
4. Lead Management System (LMS)
Tracks the lifecycle of each lead from generation to closure, enabling lead prioritisation and conversion analysis.
5. Product & Channel Analytics
Analyses sales data across different channels and products to highlight what's performing and what needs focus.
6. Compliance & Performance Tracker
Monitors regulatory compliance and training status while tracking real-time reward earnings to ensure motivated and compliant sales teams.
Digital architecture
SBI Life’s robust digital architecture is enabling employees to operate securely and efficiently across environments. The deployment of Hyper-Converged Infrastructure (HCI) has strengthened Virtual Desktop Infrastructure (VDI) and Work From Home (WFH) capabilities, while laptops equipped with VPN, NAC and advanced antivirus ensure seamless and secure access.
Key Outcomes
54%
Automated underwriting
18%
Reduction in non-medical issuance TAT
Average learning hours for employees
~49
hours of classroom learning
~12
hours of e-learning
167
active training modules in E-shiksha
Hybrid
work environment for employees
Project Eklavya
Digitising Sales Excellence through AI-Powered
Training
We believe in empowering our people with tools that are not just timely but transformative. In FY25, we piloted Project Eklavya, a pioneering initiative that revolutionised employee training by embedding AI-driven, role-play-based learning interventions across our sales force.
This training module offered a step-by-step, personalised learning journey that enabled real-time feedback, targeted skill correction and continuous improvement.
AI-Driven Learning Framework: A Step-by-Step Transformation
| Step | What Happens | Impact |
|---|---|---|
| Define Training Cohort | Identify employees based on Training need identification (TNI), vintage and business performance | tailored learning journeys |
| Scenario Assignment | AI assigns personas and real-world scenarios | High contextual relevance |
| Engagement & Execution | Employees respond to scenarios via video role-plays | Hands-on, immersive learning |
| AI-Driven Feedback | AI scores responses and shares feedback | Objective evaluation |
| Trainer’s Insight | Trainers build on AI feedback | Human-AI synergy |
| Corrective Mechanism | Personalised coaching for low performers | Closing the loop with care |
Way forward
- Foster continuous learning through digital platforms and structured training programmes
- Equip employees with digital tools and automation (e.g., RPA, AI bots) to improve productivity and service delivery
- Enhance engagement through recognition programmes, well-being initiatives and regular feedback loops
- Promote meritocracy and goal alignment through transparent appraisal systems and productivity tracking tools
- Build a culture of innovation by encouraging experimentation, collaboration and adaptability to change
