How one of India's private life insurance companies lifted e-commerce policy issuance by 10%

At a glance

• Policy issuance rate: 61% → 67.1% (+10%)

• Leads in 10+ exchange conversations: 42% → 54% (+12 points)

• The problem we found: more than 22% of conversations had a missed follow-up

• Team: E-commerce sales

• Products: AI Workflows, AI Copilot

• Region: India

The sale isn't done when the payment is

Buying life insurance online starts easily. A customer compares plans, picks a cover amount and pays for a proposal in minutes. Then underwriting begins:

• Medical history and health disclosures

• Legal and financial declarations

• KYC and income documents

• Often, a medical check-up

Each step raises questions customers want answered on the spot, and each one asks them to come back with something. For the insurer's e-commerce team, this gap between intent and an issued policy was where growth was being lost.

The hidden leak: missed follow-ups

Getting customers talking was never the problem. Two in three leads were already engaging on Saleschat, with AI Workflows running the structured steps: asking declaration questions in plain language, collecting and checking documents, and booking medical appointments.

So we went deeper. Digging into the conversations, the Saleschat team found that more than 22% had a missed follow-up. A customer had asked a question or sent a document, and no agent came back with the next step. Every one of those was a paid proposal quietly at risk.

Nobody asked us to look. Finding the real reason customers stall, and building the fix, is how we work with every customer we serve.

Closing the gap with AI Copilot

In January 2026, we rolled out the Saleschat AI Copilot to the insurer's e-commerce call center. It works alongside agents, not in place of them:

• Nothing slips through. Every conversation waiting on a reply is flagged, so no customer is left waiting mid-underwriting.

• Full context, instantly. When an agent opens a chat, the Copilot shows where the customer is in the journey, what's still pending and what they've already asked.

• A reply, ready to send. The Copilot drafts the next message, grounded in that context.

Agents spend less time chasing documents and more time on the conversations that need a person: complex underwriting cases and the final push to issuance.

The results: more customers finished the journey

Here, a lead is a customer who has bought online and submitted a proposal, and an exchange is one customer message and one reply. Clearing underwriting takes many exchanges, so the share of leads who stay in a long conversation is the clearest early sign of who will reach an issued policy.

Initial engagement barely moved (65% → 66%), so the gain didn't come from reaching more people. It came from making sure customers who were already talking got a timely next step, and stayed long enough to finish. On the insurer's e-commerce volume, that means more premium written with the same team.

Built for a regulated journey

Health disclosures and financial documents are some of the most sensitive data a customer shares. Saleschat is ISO 27001 certified and DPDP compliant, with configurable data residency, so a life insurer can move these steps into chat without compromising on how that data is handled.

The takeaway

The best results come from pairing AI with the people who close the sale, and from looking past the obvious metrics to find where customers really get stuck. AI keeps every customer moving through every step; agents bring judgment where it matters.

See where your customers drop off between proposal and issuance. Get a Journey Audit →