Pramerica Life Insurance is the Indian arm of Prudential International Insurance Holdings, Ltd. As of late 2022, the company manages over INR 2,000 Crores in Assets Under Management and maintains a high Claim Paid Ratio of 98.8%. With a network of 130 branches across India, they cater to diverse financial needs through various distribution channels

Following a brand identity upgrade, Pramerica sought to modernize its B2B assisted sales platform. The primary objectives were:

Visual Rebranding: Implementing new theme, assets, and color guidelines across all digital flows.

UX Optimization: Streamlining the assisted sales journey to make it faster and more intuitive for agents.

Agent Efficiency: Reducing friction points identified during user interviews and observational sessions.

Through agent interviews, we identified pain points in the existing journey. The new flows prioritize:

Consolidated Information: Bringing critical data onto single, scrollable screens to improve scalability and reduce context switching.

Cognitive Load Reduction: Removing unnecessary information so that the most important details, such as premium breakdowns and sum assured, stand out during a sale.

The new interface categorizes products clearly, allowing agents to find the right coverage effortlessly:

Portfolio Fit Analysis: A new suitability tool helps agents match users with insurance plans that fit their specific needs perfectly.

Product Categorization: Intuitive navigation for various plan types, including:

Design prototypes were tested with Pramerica agents, receiving highly positive feedback regarding the cleaner aesthetic and improved speed. The finalized high-fidelity designs were handed off to the Pramerica development team for full-scale deployment.