ICICI Prudential Life Insurance has reported a significant increase in agent productivity thanks to its “Advisor Stack” platform, known as IPRU Edge. The platform has led to a 37% increase in productivity among agents in the first half of the fiscal year 2025. According to Srinivas Balasubramanian, Chief of Product and Marketing, IPRU Edge provides agents with powerful tools and features that enable them to focus on revenue-generating tasks rather than administrative activities.
The results have been impressive, with agents using IPRU Edge showing a 49% year-on-year growth in contribution to the retail weighted received premium in H1-FY2025. Additionally, the persistency ratios of agents using IPRU Edge have been higher than the overall agency channel, with 13th and 25th month persistency ratios of 91.7% and 89.6%, respectively. This compares to 90.0% and 86.7% for the overall agency channel.
IPRU Edge is an integrated platform that empowers ICICI Prudential Life Insurance’s network of over 200,000 agents to manage their business, operations, and customer service. The platform serves as an “office on-the-go,” enabling agents to focus on new customer acquisitions rather than administrative tasks. As many as 61% of the company’s top-tier advisors are now active users of the platform, which provides them with access to new business leads, social media tools, and best-in-class customer service capabilities.
The platform also enables agents to view their business and earnings, making it an attractive proposition for advisors. The support provided by IPRU Edge has positioned ICICI Prudential Life Insurance as a preferred partner for advisors, and the company is likely to continue to see benefits from the platform in terms of increased productivity and growth. Overall, IPRU Edge has been a game-changer for ICICI Prudential Life Insurance, and the company is optimistic about its continued impact on agent productivity and business growth.