The MarTech platform marks LIC’s first milestone under Project DIVE, positioning it as a global digital leader in insurance innovation.
LIC Takes a Bold Step Toward Digital Transformation
Life Insurance Corporation of India (LIC), the country’s largest insurance firm, has launched its Marketing Technology (MarTech) platform to enhance customer engagement. This initiative is the first major milestone under Project DIVE (Digital Innovation and Value Enhancement), LIC’s ambitious plan to leverage world-class technology for a seamless, personalized insurance experience.
A New Era in Customer Engagement
The newly launched MarTech platform is designed to:
- Revolutionize customer interactions through data-driven, personalized engagement.
- Strengthen LIC’s ability to connect with policyholders, prospects, and agents in a seamless manner.
- Run hyper-personalized, always-on marketing campaigns to enhance customer experience and drive business growth.
Leadership’s Vision for Digital Innovation
Siddhartha Mohanty, MD & CEO of LIC, emphasized the significance of this transformation:
“With the launch of the MarTech platform, LIC has taken the first leap in its bold digital journey, one that will redefine customer engagement in the insurance sector.”
He further highlighted that:
“MarTech is more than just a technology upgrade—it is a strategic shift that positions LIC as a global leader in digital insurance innovation. Project DIVE is a testament to our vision for the future, and we remain committed to setting new industry benchmarks.”
Project DIVE: A Roadmap for Digital Excellence
The launch of the MarTech platform represents the first pillar of Project DIVE, reinforcing LIC’s commitment to:
- Customer-Centric Innovation – Enhancing user experience with digital-first solutions.
- Advanced Digital Capabilities – Implementing next-generation technology to stay ahead in the global insurance landscape.
- Sustainable Business Growth – Leveraging data analytics to improve customer retention and policyholder engagement.
As Project DIVE progresses, LIC plans to roll out additional digital innovations to maintain its leadership in the evolving global insurance sector.
What This Means for LIC Policyholders and Agents
With the MarTech platform now live, customers can expect:
- More personalized interactions based on their preferences and needs.
- Faster access to LIC services through multi-channel digital engagement.
- Enhanced customer support and engagement opportunities.
This move reinforces LIC’s digital transformation efforts, ensuring that the insurer remains at the forefront of the industry while offering seamless, technology-driven insurance solutions.
