IndiaFirst Life’s AI-Driven Transformation with Salesforce Agentforce

Building on its unified Salesforce foundation, IndiaFirst Life is bringing AI agents into critical workflows to improve speed, consistency, and customer experience at scale

Mumbai, August 27, 2026: Salesforce, the #1 Agentic CRM*, today announced that IndiaFirst Life Insurance Company Limited (IndiaFirst Life) – a Bank of Baroda subsidiary – has selected Agentforce to advance its enterprise-wide AI transformation. IndiaFirst Life will embed trusted AI agents into critical processes to improve sales, streamline operations and enhance customer experience. The initiative builds on its unified Salesforce platform, which supports the insurance journey from lead generation to claims settlement. This marks the next phase of IndiaFirst Life’s collaboration with Salesforce and reinforces its ambition to build a more intelligent, and customer-centric life insurance experience.

Founded in 2009, IndiaFirst Life serves customers across more than 90% of India’s pin codes and continues to expand its distribution reach. To support these priorities, IndiaFirst Life is deploying Agentforce across three priority areas of its business: new business underwriting, customer service, and claims processing.

• New Business Underwriting: AI agents will review KYCs, financial and medical documents against underwriting guidelines, to flag discrepancies, assess risk, and recommend decisions. This will help accelerate policy issuance while improving consistency, compliance and auditability.
• Customer Service: AI agents will classify incoming cases, assess sentiment, and generate compliant responses, helping reduce turnaround times and enabling teams to focus on more complex customer interactions.
• Claims: For Micro Insurance and Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY) products, AI agents will verify documents, identify missing information, and route exceptions for review, helping accelerate claims handling, and improving responsiveness for customers.

The Agentforce deployment builds on a Salesforce-powered technology ecosystem already embedded across IndiaFirst Life’s operations. Agentforce Financial Services serves as the life insurer’s core engagement layer, providing sales teams, distributors, and service representatives with a unified customer view. Business Process Management capabilities standardise workflows across new business, underwriting, servicing, and claims. MuleSoft connects UNIFY, IndiaFirst Life’s proprietary sales Super App, with Salesforce in real time. Combined with analytics and operational dashboards, this ecosystem enables seamless information flow, operational visibility, and data-driven decision-making. 

Rushabh Gandhi, Managing Director & CEO, IndiaFirst Life Insurance, said, “IndiaFirst Life’s digital transformation journey with Salesforce has strengthened sales processes and elevated customer experiences across the value chain. With Agentforce, we are building on this foundation by bringing AI agents into key business processes, enabling faster execution. This will allow our teams to focus on more meaningful customer interactions and areas where human judgment matters most. IndiaFirst Life is deepening its #CustomerFirst commitment by pairing technology with trust and driving innovation responsibly across the organisation.”

Arundhati Bhattacharya, President and CEO, Salesforce – South Asia, said, “IndiaFirst Life is demonstrating how organisations can build an agentic enterprise on a strong digital foundation. 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. We are proud to deepen our collaboration with IndiaFirst Life as it reimagines insurance delivery through enterprise-grade AI.”

This expanded collaboration will help IndiaFirst Life enhance operational agility, strengthen customer outcomes and support continued innovation as it scales AI across the insurance lifecycle.

*Salesforce, the #1 CRM, powered by AI technology and capabilities.

About IndiaFirst Life Insurance Company Ltd: Established in 2009, IndiaFirst Life Insurance Company Limited (IndiaFirst Life) is a private life insurer promoted by Bank of Baroda. Headquartered in Mumbai, the company offers a diverse portfolio of protection, savings, and retirement solutions designed to help customers secure their financial future. Guided by its #CustomerFirst philosophy, IndiaFirst Life delivers simple, value-driven solutions backed by innovation and service excellence. Serving customers across more than 90% of India’s pin codes through a robust multi-channel distribution network, the company remains committed to its purpose of ‘Securing Lives. Creating Value.’ for all stakeholders.

For more information, visit www.indiafirstlife.com.