Overview

Engagement overview

A leading private life insurance company in India has been advancing its digital transformation journey. Recognized as one of the most digitally savvy insurers in the country, the client aimed to modernize customer experiences, speed up product launches, and leverage GenAI to enhance engineering productivity.

Since 2017, TO THE NEW has supported this journey across multiple initiatives spanning digital engineering, cloud, quality assurance, and digital experience. A dedicated team has worked alongside the client’s technology and business teams to strengthen digital platforms supporting retail customer journeys, B2B agent portals, and mobile applications. Over time, these initiatives have helped the organization evolve its digital ecosystem while balancing scale, reliability, and speed of innovation.

Our client

Life Insurance India
The client is a leading private life insurance company in India, known for its strong financial performance and customer-centric approach. With nearly two decades of experience, the company offers comprehensive protection and long-term savings solutions through multiple channels, including agency networks and third-party distribution partners.
It maintains a high claims settlement ratio, reflecting its commitment to reliability and trust. The organization has built its success on a need-based sales process, robust customer engagement, and skilled human capital, positioning itself as one of the most digitally savvy insurers in the country.
our client

Business objectives

The client’s transformation program focused on strengthening digital capabilities to improve customer experience, accelerate product innovation, and scale technology operations more efficiently. 

01

Modernizing legacy digital platforms to improve performance, mobile usability, and discoverability

02

Simplifying B2C onboarding and B2B agent-assisted workflows to reduce friction in policy issuance

03

Establishing reusable frameworks to support faster and more consistent product launches

04

Exploring the use of GenAI to support code optimization, test automation, developer onboarding, and technical debt reduction

05

Migrating from legacy content platforms to cloud-native service-based architectures for improved scalability and resilience

06

Ensuring high-quality, faster, and defect-free releases through automation-led QA and performance testing

07

Establishing DevOps pipelines and cloud-based infrastructure to support rapid iteration, scalability, and reliability

08

Improving organic discoverability and content consistency to strengthen digital reach and brand perception

Business solution

TO THE NEW worked closely with the client’s digital, product, and engineering teams to support these objectives through a combination of GenAI adoption, modern engineering practices, and experience-led design.

  • Supported the redesign of the corporate website into a mobile-first platform with improved navigation, performance, and SEO readiness
  • Enabled the use of GenAI tools such as Copilot and ChatGPT within ReactJS service components to support code optimization, test generation, and technical debt reduction
  • Built an online product launch framework to cut time-to-market from six months to a few weeks
  • Migrated legacy CMS platforms to enable scalable, cloud-native content management
  • Assisted in developing streamlined B2C onboarding journeys with real-time validations and digital document handling
  • Enabled integration with bancassurance partners through a unified backend to support co-branded digital experiences
  • Deployed an AWS-based backend strategy covering policy quotations, servicing, and full lifecycle management
  • Strengthened organic visibility through structured content, metadata optimization, and SEO-aligned storytelling
  • Introduced automation-led quality engineering to enable faster, defect-free, and performance-ready releases
  • Supported the evolution of DevOps pipelines and CI/CD processes to enable continuous delivery and scalable operations
  • Assisted in launching mobile applications and interactive video onboarding to support more unified omnichannel journeys

Business impact

These initiatives contributed to measurable improvements in product delivery, engineering productivity, and customer experience across the client’s digital ecosystem. 

Reduced product launch cycle from 6 months to a few weeks

~17.5% productivity gain via GenAI adoption

15% code quality improvement driven by faster validation, mapping, and documentation code

Top 3 SEO ranking in major insurance-related keyword categories

Significant growth in B2C revenue share with a strengthened direct-to-consumer channel

Delivered unified omnichannel customer experiences, across mobile apps, interactive video onboarding, and web portals

Tech stack

  • Frontend
  • Backend & CMS
  • Cloud & DevOps
  • Quality Engineering
Cloud
Database