ICICI Prudential Life Insurance has reported a significant boost in advisor productivity and enhanced commission payouts through its mobile app, IPRU Edge, in the first half of FY2025. The app, exclusively designed for advisors, has led to a 37% increase in productivity, allowing agents to grow their businesses more efficiently. Notably, 98.1% of the advisors using IPRU Edge were paid commissions on the same day, setting a new benchmark in the industry.
As the first life insurer to offer same-day commission payouts to select distributors, ICICI Prudential Life continues to lead in providing enhanced support to its vast network of over 2 lakh advisors. Approximately 61% of the company’s top-performing advisors are now actively utilizing the app, which is streamlining operations and allowing agents to focus on business development rather than administrative tasks.
The app enables real-time Know Your Customer (KYC) authentication and leverages Optical Character Recognition (OCR) technology, offering a paperless buying experience—particularly beneficial for agents in rural and semi-urban areas.
In H1-FY2025, ICICI Prudential Life’s Agency channel saw a 49% year-on-year increase in retail weighted received premium, further underscoring the effectiveness of the app in enhancing business operations.
Mr. Rajiv Arora, Chief of Sales, Proprietary Channel at ICICI Prudential Life Insurance, commented, "IPRU Edge has proven to be a game-changer for our agents, driving a 37% increase in productivity. With 98.1% of advisors receiving same-day commissions, we have positioned ourselves as the most advisor-friendly life insurer in the country."
The mobile app also supports the savings business segment, with approximately 50% of policies being issued on the same day in H1-FY2025. By facilitating new business generation and customer service, IPRU Edge continues to provide agents with the tools they need to maximize earnings and business growth.
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