Life Insurance Corporation of India (LIC) has launched its marketing technology (MarTech) platform, a major milestone in Project DIVE (Digital Innovation and Value Enhancement), aimed at redefining customer engagement and driving digital innovation in the insurance industry. This marks the first step in LIC’s journey to become a global digital champion in the insurance sector, leveraging world-class technology to revolutionize customer engagement at an unprecedented scale.
The MarTech platform is designed to provide an intelligent, multi-channel engagement capability, enabling LIC to run hyper-personalized, always-on campaigns that enhance customer experience and drive business growth. The platform also positions LIC as a global leader in digital insurance innovation, according to LIC MD and CEO Siddhartha Mohanty, who described it as “more than just a technology upgrade, it is a strategic shift”.
Project DIVE is a significant initiative for LIC, aimed at setting new industry benchmarks and reinforcing its commitment to innovation, customer centricity, and digital excellence. The launch of the MarTech platform is the first pillar under Project DIVE, with future plans to introduce next-generation digital capabilities to remain at the forefront of the global insurance landscape.
The MarTech platform is expected to have a significant impact on the insurance industry, enabling LIC to connect with customers, prospects, and agents in a seamless and personalized manner. The launch of this platform marks a significant step forward for LIC’s digital transformation, setting the stage for further innovation and growth in the industry. With the MarTech platform, LIC is poised to take the lead in digital insurance innovation, redefining customer engagement and setting new standards for the insurance industry as a whole.