The apps are launched to deliver a seamless, intelligent, and personalized 360-degree experience
FinTech BizNews Service
Mumbai, April 15, 2026: 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) on 15th April, 2026 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 at Mumbai. MyLIC is a next-generation mobile application, built to redefine the experience of how policyholders will manage their life insurance portfolio. Super Sales Saathi App is a next generation mobile application for LIC’s marketing personnel. These Apps have been designed with a user-first philosophy, bringing together intuitive design, powerful features, and cutting-edge technology to deliver a seamless, intelligent, and personalized 360 degree experience.
LIC of India’s next-generation digital Apps have been designed with a clear focus on transforming
customer experience, empowering intermediaries, and modernizing internal operations. Built with
advanced technologies, including AI, the Apps aim to deliver a seamless, secure, and fully integrated
digital insurance ecosystem.
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. These Apps enable
policy management, premium payments, personalized product recommendations, and advanced
intermediary productivity tools. DIVE represents a major strategic shift toward a modern, digital-first
LIC, reducing office dependency and enhancing operational efficiency, pan-India.
Built for Today, Ready for Tomorrow
Shri. M. Nagaraju, Secretary, Department Of Financial Services, highlighted “LIC’s digital ecosystem
is evolving from a set of service utilities into a strategic distribution and engagement platform. With over 260
million policies and India’s deepest insurance footprint, LIC’s mobile apps - MyLIC (customer-facing) and
Super Sales Saathi (intermediary-facing) - are now central to delivering scale, service efficiency, and
competitive parity in the life insurance market.”
Speaking at the launch, Shri. R. Doraiswamy, CEO & MD, LIC of India, said that “LIC’s mobile
Apps are no longer support tools, they are strategic assets that shape customer experience and
intermediary’s performance. These Apps scale adoption across customers and intermediaries, that will
directly influence LIC’s growth, persistency, and operational efficiency. LIC’s continued investment in
AI-driven insights, personalization, and ecosystem integrations will unlock the next wave of digital
value.
Together, these Apps form a dual-engine digital model:
MyLIC → Customer self-service, transparency, and policy lifecycle management
Super Sales Saathi → Intermediary productivity, sales enablement, and field-force
empowerment”
Life Insurance Corporation of India (LIC), the country’s largest life insurer, takes pride in announcing
the launch of its new Customer App MyLIC and Super Sales Saathi App marking a major milestone in
its digital transformation journey.
