Case Studies

The free-look period is when a policy is easiest to walk away from, and when customers understand it least. A life insurance policy bundles cover, payout options, riders, premium structures and terms into decisions few customers fully absorb at the point of sale. ICICI Prudential Life needed customers to understand what they'd bought before that window closed, not just receive a document that said so.

We designed a post-issuance communication framework that turns those policy variables into a personalised explanation. An AI avatar guides the customer through the features, benefits and actions that apply to them, based on the choices they made when purchasing the policy.

For a single product, the underlying combinations create thousands of possible content paths, requiring product expertise to define the logic behind what each customer needs to understand and hence what each customer sees and hears.

Built for real-time delivery in English and Hindi, the framework has recorded open rates above 50%, at a moment when engagement typically drops off after a policy is issued.