IndiaFirst Life Insurance expands its partnership with Salesforce to embed agency-driven AI across underwriting, customer service, and claims processing, aiming to redefine operational efficiency and customer experience by 2026.
IndiaFirst Life Insurance has broadened its work with Salesforce as it pushes deeper into agentic artificial intelligence, aiming to use AI helpers across underwriting, customer service and claims handling. The Bank of Baroda-backed insurer said the new rollout will build on an existing Salesforce setup that already covers sales, customer relationship management, business process management and claims, with its UNIFY sales application linked in real time through MuleSoft. According to Salesforce, the move is intended to improve efficiency and customer experience by embedding AI into core insurance workflows.
In underwriting, the company said AI agents will review KYC, financial and medical documents, highlight inconsistencies, assess risk and suggest outcomes for new business applications. In customer service, the system is designed to sort cases, gauge tone and draft responses, while claims processing for micro-insurance and PMJJBY policies will use agents to check paperwork, spot missing details and send exceptions to staff for review. Express Computer reported that the plan is part of a wider enterprise AI strategy meant to speed up processing and improve consistency, while still leaving employees to handle more complex customer issues.
IndiaFirst Life said the push follows a broader Salesforce deployment completed in 24 months and comes after early gains from the earlier rollout. The insurer cited a 10% rise in straight-through processing, a 15% improvement in M0 conversion, a 15% increase in supervisor productivity, a 40% cut in product launch time and a 50% reduction in the time from login to issuance. Managing Director and chief executive Rushabh Gandhi said the company sees technology as a strategic differentiator rather than a back-office function, and described 2026 as its “year of the agentic.”
The company also sought to ease concerns that greater automation could mean fewer jobs. Arundhati Bhattacharya, president and chief executive of Salesforce South Asia, said Salesforce itself now resolves 61% of incoming cases through autonomous agents, up from 5% a year earlier, with employees handling the remainder of the more complicated work. Gandhi said IndiaFirst Life does not plan to reduce its human agent network, and argued that the value of AI should be judged not only by return on investment but also by customer experience, fewer complaints and the ability to scale over time.
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