ICICI Pru Edge drives 37% surge in agent productivity

ICICI Prudential Life Insurance’s “Advisor Stack” or IPRU Edge has led to a 37% increase in agent productivity in the first half of FY2025. The tool enables agents to focus on revenue-generating tasks rather than administrative activities, resulting in a 49% year-on-year growth in the contribution of the Agency channel to the retail weighted premium received. Additionally, the 13th and 25th month persistency ratios of advisors using IPRU Edge are higher than those of the overall Agency channel. The “Advisor Stack” empowers over 2 lakh agents to grow their business, manage operations, and service customers. It serves as an office on-the-go, allowing agents to focus on new customer acquisitions and providing best-in-class service. As of now, 61% of the company’s top-tier advisors are active users of the stack. The tool positions the company as the best life insurer to partner with for advisors.