11-Time Leader in the Gartner Magic Quadrant for DXPs.
Get your copy here

Insurance Company Reduced Customer Calls by 20% After Upgrade with
Self-Service Solution

IndiaFirst leveraged Liferay DXP as one platform to implement their digital strategy for multiple time and money-saving solutions.
Registered Users
Login Increase
Fewer Customer Calls
Jump to Section

Key Takeaways

  • Manage multiple systems easily with one platform.
    By consolidating disparate systems under Liferay, IndiaFirst was able to mitigate integration slowdowns and unify their teams.
  • Leverage self-service to offload work from your customer service team.
    IndiaFirst reduced customer service calls by 20% after enabling their customers to find and accomplish more online.
  • Use automated processes for easier tracking.
    With multiple automated systems in place, IndiaFirst is able to track approval for customer-facing documents, the status of projects, and more with minimal manual effort.


IndiaFirst Life Insurance Company Limited, a Top 25 Great Place to Work in the BFSI segment for two years in a row, has a vision of making insurance easily available to every Indian household. IndiaFirst sells competitively-priced life and term insurance through 31 need-based products like the IndiaFirst Life Plan, the IndiaFirst Cash Back Plan, and the IndiaFirst Immediate Annuity Plan.
Liferay Solutions
Ready to see what Liferay can do?


IndiaFirst’s platform was on a legacy version of Liferay that was unable to keep up as customer needs evolved. The site was hard to update, with all changes needing to go through the IT team.

IndiaFirst also struggled with these additional issues:
  1. Content wasn’t easily searchable. 
    Although the legacy version had full search capabilities, IndiaFirst did not include the functionality in the platform, so there was no one place where customers could find necessary information on plans and services.
  2. Plan details weren’t available in four important regional languages. IndiaFirst wasn’t taking advantage of Liferay’s localization options as intended, and important business users from rural banks couldn’t get information in their own languages.
  3. Distributors had no way to track analytics.
    There was no platform for distributors to manage vital information about business performance, targets and goals, and documents like invoices.
  4. Downtime was comparatively high. 
    IndiaFirst was running on a single node without high-availability mode on their servers, so during peak business times with heavy traffic, the platform would stop working twice a week.
  5. The sites ranked low on search results.
    Because they didn't implement SEO best practices, users could not find public IndiaFirst sites easily on search engines. 
Using user management, we have onboarded and maintained almost 60K+ distributors for seamless authentication.


IndiaFirst decided to upgrade to Liferay DXP in order to resolve the challenges they were facing and better support their employees, distributors, and customers. During the upgrade, IndiaFirst relied on the Liferay Support team for guidance.
Now IndiaFirst is using Liferay for multiple sites, including their:
  • Public-Facing Website: The marketing website includes plan details and policy documents as well as a login for customers to use self-service features like paying the renewal premium, downloading documents, and submitting claims.
  • Distributor portal: On the new and improved distributor portal, Liferay’s roles and permissions enable role-based access for distributors and the sales team to find business and commission data, as well as information on performance and renewals. 
  • Branch operations portal: Before upgrading, branch operation activity involved a lot of manual paperwork, but now many of the processes are automated, including payment receipt records, customer communication records, and customer service features. 
  • Employee portal: Employees use their portal as a centralized location to access internal applications including the expense management system, the policy tracking system, MIS reports, and more.
  • Customer communication portal: IndiaFirst tracks and approves content to be sent to customers in this portal with Liferay Workflow to ensure documents contain accurate and relevant information.
  • Agency microsite: Currently, IndiaFirst has ten revenue-generating microsites that agents and customers access to take advantage of self-service options.
  • IT portfolio management portal: This portal centralizes all the projects the IT team manages, with end-to-end tracking that prevents confusion and white noise.


By upgrading to Liferay DXP and unifying separate systems into one integrated platform, IndiaFirst has been able to scale business growth, increase revenue, and cut costs. In addition, implementing clustering has made their platform highly available, and the new content management features in Liferay DXP simplify updating content.

Since upgrading, IndiaFirst has seen the following benefits:
  1. 20% reduction in customer service calls and tickets.
    With so many ways to self-service online, fewer customers have needed to contact customer service, and customers paying online premiums have increased by 40%.
  2.  50% increased logins on the distributor portal.
    IndiaFirst’s updated distributor portal gives the sales and distribution teams critical insights into the business, with about 2,000 unique users logging in per month.
  3. Localization supported for regional customers.
    As a part of the upgrade, IndiaFirst has reworked their localization strategy, and now multiple languages are supported to increase customer accessibility and comfort with the platform.
  4. Easy searching across platforms.
    Now that IndiaFirst is making use of Liferay’s enterprise search feature, users are able to find what they need with a seamless experience.
  5. Boosted SEO rankings for more visibility. 
    Configuring SEO at the page level has increased IndiaFirst’s SEO ranking using SEO-optimized titles and tags with an additional localized browser title.
IndiaFirst has ambitious plans for the future, including onboarding other departments to use the customer communication portal and enhancing the functionality of the distributor portal so that the sales and distribution teams can glean better insights into their customers and what they need.