ICICI Prudential Life Insurance has upgraded its digital distribution platform with artificial intelligence (AI), deeper partner integrations and automated services, as insurers increasingly use technology to simplify product selection, customer onboarding and policy servicing.
The insurer has introduced “ICICI Life Partner Stack 2.0”, an upgraded platform designed to support advisors and distribution partners across sales, onboarding and customer service. The platform includes AI-based product recommendations, personalised quotations, chatbot assistance and integrations with partner systems.
AI Tools Help Advisors Recommend Insurance Products
The upgraded eQuote app uses an AI-based product recommender to suggest insurance products based on a customer’s segment and life stage. Advisors can then generate and share personalised quotations with customers through the platform.
ICICI Prudential Life has also introduced LIVA, an AI-enabled chatbot that allows advisors to access product features and quotation-related information through a conversational interface. The company said these tools are intended to make routine advisor activities simpler while supporting customer interactions.
“ICICI Life Partner Stack 2.0” also connects with partner CRM systems to improve customer journey management. Through APIs, partners can raise service requests from their own platforms, while group partners can submit member details, register claims and share servicing requirements digitally.
The platform’s retail and group partner portals provide access to customer details, reports, remuneration information and other servicing functions, bringing several distribution activities into a single digital ecosystem.
Database Integration Can Pre-Fill 70% of Applications
A key part of the upgrade is its integration with national databases, including UIDAI for Aadhaar, CERSAI for CKYC, Vahan for identity verification, GSTN, EPFO, CAS and Perfios.
These integrations can pre-fill up to 70% of an application form, according to ICICI Prudential Life. This can reduce the need for customers to repeatedly submit KYC and income-related documents during onboarding.
The platform also supports digital premium payments through ASBA and WhatsApp. ICICI Prudential Life has added AI-enabled pre-issuance video verification to support underwriting and fraud checks.
The insurer said its digital ecosystem now includes more than 200 partner-system integrations, with 99% of business applications reaching the company digitally. In Q1 FY2027, the company recorded 27 million digital service interactions, while 54% of savings policies reached issuance on the same day.
ICICI Prudential Life reported a 99.3% claim settlement ratio in Q1 FY2027, with an average turnaround time of one day for non-investigated individual death claims. The upgraded platform gives advisors and distribution partners digital tools across the insurance journey, from product selection and quotation generation to onboarding and servicing.
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