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

**Executive Summary** On April 15, 2026, the Ministry of Finance launched LIC’s ‘MyLIC’ customer app and ‘Super Sales Saathi’ intermediary app to modernize the insurance sector and enhance digital accessibility. These applications, developed under the DIVE (Digital Innovation & Value Enhancement) platform, aim to improve service efficiency for over 260 million policies. The initiative focuses on providing transparent, paperless, and citizen-centric services to maintain competitive parity in the evolving life insurance market. **Key Points / Main Content** **MyLIC App (Customer-Facing Capabilities)** * **Comprehensive Management:** Provides a 360-degree digital experience for policy servicing, claims support, payments, and documentation. * **Financial Transactions:** Enables instant premium payments and the ability to avail of paperless policy loans. * **Real-Time Tracking:** Allows policyholders to track benefits in real time and manage their entire insurance portfolio in one place. * **Digital Onboarding:** Facilitates exploring and buying policies online, supported by fast and secure paperless e-KYC. * **Policy Maintenance:** Users can update policies online and revive lapsed policies digitally. **Super Sales Saathi App (Intermediary-Focused Capabilities)** * **Sales Enablement:** Provides digital sales tools, kits, and product explainers for on-the-go presentations. * **Efficiency Tools:** Includes real-time policy status tracking and automated reminders for customer follow-ups. * **Data-Driven Insights:** Features AI-driven nudges for customer value enhancement and marketing insights. * **Performance Management:** Offers dashboards to help intermediaries and the field force monitor targets and achievements. * **Integrated Communication:** Streamlines customer engagement and communication within a single platform. **DIVE Digital Transformation Platform** * **Infrastructure:** Both apps are delivered via the DIVE (Digital Innovation & Value Enhancement) platform. * **Goal:** Designed to provide a seamless, secure, and fully integrated insurance experience for customers, intermediaries, and employees. **Impact Analysis** **Stakeholder: LIC Customers / Policyholders** **Impact** Customers are empowered to take charge of their financial protection with reduced paperwork and real-time access to policy data. The app provides a simplified, 360-degree digital journey from purchase to claims. **Action Required** Download the MyLIC app to manage portfolios, track benefits, and perform transactions such as premium payments and policy revivals digitally. **Stakeholder: Sales Intermediaries and Field Force** **Impact** Intermediaries gain increased efficiency and confidence in serving families. They benefit from automated tools that simplify onboarding, performance tracking, and customer communication. **Action Required** Adopt the Super Sales Saathi app to utilize digital sales kits, monitor performance dashboards, and respond to AI-driven nudges for customer engagement. **Stakeholder: LIC of India (The Organization)** **Impact** The organization enhances its service efficiency and maintains competitive parity in the life insurance market. The apps allow LIC to deliver services at scale for its 260 million+ policies. **Action Required** Continue the rollout of the DIVE platform to ensure a seamless and secure digital experience across all user groups.

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