LIC Launches ‘MyLIC’ and ‘Super Sales Saathi’ Mobile Applications to Enhance Customer Experience and Digital Accessibility

Initiative reaffirms India’s commitment to building an inclusive, technology-enabled insurance sector with transparent and citizen-centric services

Shri. M. Nagaraju, IAS, Secretary, Department of Financial Services, Ministry of Finance, launched the new LIC’s Customer App (MyLIC) and the mobile App for the sales intermediaries (LIC’s Super Sales Saathi) in the presence of CEO & MD Shri. R. Doraiswamy, Managing Directors Shri. Dinesh Pant, Shri. Ratnakar Patnaik, Shri. R. Chander and senior management of LIC of India in Mumbai today. With over 260 million policies and the deepest insurance footprint in India, LIC’s apps are now central to delivering scale, enhancing service efficiency, and maintaining competitive parity in the evolving life insurance market.

MyLIC app brings together policy servicing, claims support, payments, documentation, and customer engagement into a single, intuitive 360-degree digital experience. It attempts to eliminate or minimize paperwork, and empowers policy holders to take charge of their financial protection journey. The new digital platform is not limited to customers alone. Super Sales Saathi app empowers LIC’s intermediaries and field force to serve families with greater efficiency and confidence from onboarding to servicing through its digital tools for marketing insights, performance tracking, customer insights, and policy servicing.

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.