Bharti AXA's: How Latha Ayyar Transformed Policy Selling Through E-App

Setting up online portal e-App for agents to sell policies online and offline that spawned massive income in a short span of time.

Founded in 2006, Bharti Axa is a life insurance company that was formed jointly by the Paris based AXA group and Bharti Enterprises.

Challenges in Selling Policies Online

The company did not have an online portal for agents where they can sell policies online to prospective customers and existing customers. BAXA was looking to extend an existing online sales system as a separate application for sales agents to capture customer information, register their portfolio and facilitate online/offline payment for selling E-App configured insurance products. The organization wanted to sell its products online to the direct customers and increase its sales.

Implementation of e-APP and Online Sales Portal

Latha Ayyar who is the COO at Bharta Axa Life Insurance took the initiative and tackled the hurdle with a unique e-APP solution to drive online sales.

e-APP enables insurance agents to sell policies online and offline, capture customer data, enable user and agent for making payment, upload all policies, which is related to customer documents. The app also enables branch and head office user to validate the customer documents and physical payment.

The Online Sales Portal enables customers to get the detailed information about products being sold online, calculate premium, track application status, save quotes and fill proposal forms and make payment for the purchase. It also enables the internal users of Bharti –AXA for generating MIS and tracking progress of the proposals.

Business Tech Leadership

As COO, Latha is accountable for customer service and operations, claims and underwriting, information technology and business persistency. Furthermore, she also spearheads the digital transformation mandate for the company.

Before working with Bharti Axa Life, Latha has worked with Citibank where she advanced into increasingly pivotal operations and technology roles. She was the Managing Director, e-Business, and Global Digital transformation Head of Europe, Middle East and Africa.

Latha has worked in the various regions like India, Singapore and London for over 25 years. It’s really inspiring to see someone in the upper management like Latha realizing not only the need for business transformation, but ensuring that it sees the light of the day. It’s an award well-deserved!