IndiaFirst Life selects Salesforce Agentforce for AI-led transformation
IndiaFirst Life Insurance Company has selected Salesforce Agentforce as part of an expansion of its enterprise AI strategy, with plans to introduce AI agents into underwriting, customer service and claims processing.
The initiative builds on the insurer’s existing Salesforce platform, which it uses across processes spanning lead generation to claims settlement. IndiaFirst Life, a subsidiary of Bank of Baroda, said the deployment is intended to improve processing speed and consistency while allowing employees to focus on customer interactions and cases requiring human judgement.
In new business underwriting, AI agents will review KYC, financial and medical documents against underwriting guidelines. The system is intended to identify discrepancies, assess risks and recommend decisions, with the company expecting this to support faster policy issuance and greater consistency and auditability.
For customer service, AI agents will classify incoming cases, assess customer sentiment and generate responses designed to comply with relevant requirements. IndiaFirst Life said this is expected to reduce turnaround times and allow service teams to concentrate on more complex cases.
In claims processing, the initial deployment will cover Micro Insurance and Pradhan Mantri Jeevan Jyoti Bima Yojana products. AI agents will verify documents, identify missing information and route exceptions for human review.
The Agentforce deployment is being added to an existing Salesforce-based technology environment at IndiaFirst Life. Agentforce Financial Services provides a common engagement layer for sales teams, distributors and service representatives, while business process management capabilities are used across new business, underwriting, servicing and claims.
The insurer’s proprietary UNIFY sales Super App is connected to Salesforce through MuleSoft, while analytics and operational dashboards provide visibility into business processes.
“IndiaFirst Life’s digital transformation journey with Salesforce has strengthened sales processes and elevated customer experiences across the value chain,” said Rushabh Gandhi, Managing Director & CEO, IndiaFirst Life Insurance. “With Agentforce, we are building on this foundation by bringing AI agents into key business processes, enabling faster execution.”
Arundhati Bhattacharya, President and CEO, Salesforce – South Asia, said the deployment demonstrates how AI agents can be introduced into existing enterprise workflows. “By extending Agentforce across an already connected Salesforce environment, the company can extend trusted AI across critical workflows while keeping people at the centre of decisions that require judgment and empathy,” she said.
IndiaFirst Life said the expanded collaboration will support its efforts to scale AI across the insurance lifecycle while maintaining a role for human decision-making in processes requiring judgement and customer interaction.