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Automation Supercharges Sales for Life Insurer

The Challenge

A major U.S. life insurance and annuity company sought Cognizant’s help to streamline the processes of two business units operating in silos. These silos resulted in huge new business backlogs and increased turnaround times on the more than 90,000 applications the company received every year. It also had many manual and complex processes that were slow and prone to errors. The resultant bottlenecks and delays affected its customer and agent satisfaction, limiting the company’s ability to capitalize on the demand for its products and services.

Our Approach

Cognizant leveraged our automation expertise for insurance to integrate the silos and re-engineer the client’s new business and agency management operations. We standardized and automated processes, including entry of agents’ personal data, commission levels and hierarchies; background checks; welcome and information request letters; requirement emails; and file uploads. Cognizant developed and deployed an email wizard outbound communications tool that reduced the number of manual steps from 10 to one. The tool also ensured that the correct documents were attached to messages and that the messages used new and uniform language.

We developed a bot-led hyper-automated solution that enabled multi-platform integration and information exchange with legacy platforms. As a result, single user interface and bot-operated processing support multiple channels, platforms and business units. Now, almost a dozen bots operate across new business and agency business processes, completely automating transaction processes while reassigning skilled professionals to manage exceptions and manual review steps.

Automation Helps Grow New Business and Deliver Smooth and Intelligent Customer Experience

By automating these processes, we offered an outcome-based delivery model with a firm timeline for clearing the company’s outstanding applications—including resolving “not in good order” applications. We helped the client eliminate rote work, so personnel could be moved to higher priority work, creating new professional development opportunities and career paths.


cost savings


data entry and key processes such as background checks


customer correspondence using an email wizard