IndusInd Nippon Life Launches Digital Engagement Platform in 15 Weeks
IndusInd Nippon Life rebuilt its corporate website and online insurance journeys on Liferay DXP alongside implementation partner InfoAxon, transforming an informational site into an engagement-led digital acquisition and servicing platform.
Key Takeaways
- Shifted from an informational presence to a growth platform: Moving off an unsupported open-source CMS to Liferay DXP turned the corporate site into a measurable acquisition channel for direct customers.
- Prioritized high-intent engagement over raw traffic volume: By focusing on high-intent visitors rather than vanity metrics, average session duration reached 3 minutes and 27 seconds, while search visibility and traffic quality improved significantly.
- Replaced development cycles with configurable digital journeys: End-to-end buy journeys, campaign pages, and compliance updates are configured in a low-code/no-code framework
- Built a unified digital foundation for cross-channel scalability: One Liferay DXP backbone powers the corporate website, direct buy and renewal journeys, and auto-provisioned advisor micro-sites, integrated seamlessly with 20+ core and third-party systems.
- Accelerated time-to-market for complex product launches: Leveraging reusable journey frameworks allowed IndusInd Nippon Life to rapidly launch combo products like Prosper Shield (TERM+ULIP) without building from scratch.
Background: IndusInd Nippon Life Insurance at a Glance
IndusInd Nippon Life Insurance, formerly Reliance Nippon Life Insurance, is a leading Indian private life insurer serving over 10 million customers through 700+ branches and a network of 68,000+ advisors, with a 98.94% (number as on 31st March 2026) claim settlement ratio.
Rebranded in 2025 following the acquisition of Reliance Capital by IndusInd International Holdings, the company utilized its brand refresh as a catalyst to project a digitally savvy image and establish a modern platform for direct customer acquisition and engagement.
Challenges: Why IndusInd Nippon Life Modernized Its Digital Experience
IndusInd Nippon Life needed to modernize its digital touchpoints to stand out in a competitive insurance market and expand its digital acquisition capabilities. The legacy setup was hindered by disconnected systems, low organic search visibility, and an inability to convert site traffic into active business leads.
- Low digital visibility and brand refresh demands: The existing brochureware site suffered from low search authority in a highly competitive market, missing opportunities for organic lead acquisition during the brand refresh.
- Lead leakage on a servicing-only website: Lacking orchestrated digital buy journeys, prospective policyholders faced dead ends; quote generation, proposal forms, KYC, and payment steps were hard-coded or disconnected with no mechanism to drop off and resume.
- Reliance on unsupported legacy infrastructure and heavy IT cycles: Operating on an unsupported open-source CMS, marketing and business teams depended heavily on IT for every routine content update or campaign launch.
Strict regulatory, cybersecurity, and DPDP Act compliance: Meeting rigorous IRDAI cybersecurity standards and DPDP Act obligations required robust governance, role-based access control, and defensible audit trails embedded directly into the platform.
With Liferay DXP and InfoAxon's architecture and insurance domain depth, we built a single Digital Engagement Platform for our insurance business. Our website, online product buying journeys, agent experiences, and digital innovation initiatives all run on it. And because we reuse rather than rebuild, we keep optimizing, we launch more, and we go to market faster, all on the same digital foundation.
Vice President - Marketing, IndusInd Nippon Life Insurance
Implementation: How IndusInd Nippon Life Launched Online Insurance Sales in 15 Weeks
IndusInd Nippon Life selected Liferay DXP as its single digital foundation, partnering with implementation partner InfoAxon to design and engineer the platform. InfoAxon created a new UX/UI design system and Digital Brand Guide alongside platform capabilities including Liferay Objects, Forms, Client Extensions, Fragments, and Headless APIs.
The solution connects to 20+ core and third-party systems, supporting direct buy and renewal journeys, automated rating APIs, and auto-provisioned advisor microsites for 68,000+ agents. Delivered in step with the brand refresh, the solution went live in 15 weeks via a same-window cutover.
Results: From Informational Website to Direct Acquisition Channel
The Liferay solution established a unified foundation for website content, product information, campaign pages, lead generation, agent micro-sites, and online insurance journeys. The website was transformed into an active, high-intent digital acquisition platform, earning industry awards in 'Best Digital-First Insurance Company' category at the India InsurTech Summit 2026 and winning Gold at 'Best UI/UX Transformation' at Pitch Finovate - BFSI Marketing Awards 2026 .
- 79% increase in organic clicks and nearly 2X search impressions: Built-in SEO/AEO optimization and search tools created search-first pages, positioning organic search into a high-yield acquisition channel.
- High engagement with 3m 27s average session duration: Guided discovery tools and dynamic digital forms drove interactive research, sustaining 85,000+ active and 20,000+ returning monthly users.
- Agile, no-code management and faster time-to-market: Low-code page building and a centralized document & media library enable marketing to publish without IT, deploying Insurance Regulatory and Development Authority of India (IRDAI) compliance updates in hours.
- Accelerated product innovation and advisor enablement: Reusable journey frameworks powered rapid launches like Prosper Shield (TERM+ULIP), while agent sub-sites provisioned digital touchpoints for 68,000+ advisors.
Conclusion: Building Toward Personalized, AI-Assisted Experiences
By deploying Liferay DXP, IndusInd Nippon Life successfully transformed its corporate website from an informational utility into a scalable digital growth engine. The company plans to build on this foundation by bringing more insurance products online and introducing personalized, AI-assisted customer experiences.
