In a significant move to enhance customer engagement and sales efficiency, LIC of India has introduced two high-tech mobile solutions: the MyLIC App for customers and the Super Sales Saathi App for intermediaries. Launched in Mumbai by Shri. M. Nagaraju, Secretary of the Ministry of Finance, alongside LIC CEO & MD Shri. R. Doraiswamy, these apps prioritize intuitive design and powerful features. MyLIC is a next-generation mobile application, built to redefine the experience of how policyholders will manage their life insurance portfolio. Super Sales Saathi App is a next generation mobile application for LIC’s marketing personnel. These Apps have been designed with a user-first philosophy, bringing together intuitive design, powerful features, and cutting-edge technology to deliver a seamless, intelligent, and personalized 360 degree experience.
LIC of India’s next-generation digital Apps have been designed with a clear focus on transforming customer experience, empowering intermediaries, and modernizing internal operations. Built with advanced technologies, including AI, the Apps aim to deliver a seamless, secure, and fully integrated digital insurance ecosystem.
MyLIC App – Key Customer-Facing Capabilities
- View and manage insurance portfolio at one place
- Pay premiums instantly
- Track policy Benefits in real time
- Avail Paperless Policy Loan
- Update Policies, online
- Revive Lapsed Policies, online
- Explore and Buy policies online – Simple, Fast and Digitally
- Fast, Secure & Paperless e-KYC
Super Sales Saathi – Key Marketing-Focused Capabilities
- Digital sales tools
- Real-time policy status tracking
- Automated reminders for follow-ups
- Integrated communication with customers
- AI-driven nudges for customer value enhancement
- Digital sales kits and product explainers for on – the-go presentations
- Performance dashboards to help intermediaries monitor targets and achievements
Both the above mobile Apps are delivered through LIC’s DIVE (Digital Innovation & Value Enhancement) digital transformation platform, designed to deliver a seamless, secure, and fully
integrated insurance experience for customers, intermediaries, and employees. These Apps enable policy management, premium payments, personalized product recommendations, and advanced intermediary productivity tools. DIVE represents a major strategic shift toward a modern, digital-first LIC, reducing office dependency and enhancing operational efficiency, pan-India.
Built for Today, Ready for Tomorrow
Shri. M. Nagaraju, Secretary, Department Of Financial Services, highlighted “LIC’s digital ecosystem is evolving from a set of service utilities into a strategic distribution and engagement platform. With over 260 million policies and India’s deepest insurance footprint, LIC’s mobile apps – MyLIC (customer-facing) and Super Sales Saathi (intermediary-facing) – are now central to delivering scale, service efficiency, and competitive parity in the life insurance market.”
Speaking at the launch, Shri. R. Doraiswamy, CEO & MD, LIC of India, said that “LIC’s mobile Apps are no longer support tools, they are strategic assets that shape customer experience and intermediary’s performance. These Apps scale adoption across customers and intermediaries, that will directly influence LIC’s growth, persistency, and operational efficiency. LIC’s continued investment in AI-driven insights, personalization, and ecosystem integrations will unlock the next wave of digital value.
The “Dual-Engine” Digital Model
Together, these apps form a strategic dual-engine model that balances customer transparency with professional empowerment:
- MyLIC: Focused on customer self-service, transparency, and comprehensive policy lifecycle management.
- Super Sales Saathi: Engineered for intermediary productivity, sales enablement, and field-force empowerment.
Marking a major milestone in its digital transformation journey, Life Insurance Corporation of India (LIC), the country’s largest life insurer, takes pride in these launches as they represent a pivotal step toward a more personalized and technologically resilient future for the industry.
