Best Insurance launches WhatsApp ‘Apply and Buy’ service

Best Insurance customers can now buy insurance via WhatsApp, thanks to the launch of a new AI-powered service.

This innovative offering allows customers to manage their insurance journey at their own pace, eliminating pressure from phone calls or online portals. Users can request quotes, ask questions, and complete their purchase entirely within WhatsApp.

The service initially offers ASU (Accident, Sickness, Unemployment) insurance, with plans to expand to additional lines, including life and critical illness, as well as general insurance products such as pet and gadget insurance.

Kesh Thukaram, co-founder of Best Insurance, highlighted the shift in customer expectations, noting that younger people increasingly prefer a seamless, flexible buying experience. “We’ve seen a shift in how customers want to interact with us,” Thukaram explained. “They are looking for more control and flexibility, especially when dealing with the sensitive information needed for a protection quote. By launching this WhatsApp service, we are meeting those expectations and making the process easier and more convenient.”

Key benefits of the new WhatsApp service

• Flexibility: Customers can dip in and out of the journey, with a full record of all interactions.
• Convenience: No need to download additional apps; WhatsApp is widely accessible on most devices.
• Privacy: WhatsApp’s secure platform provides an ideal setting to share sensitive details, such as salary and health information.
• Scalability: The AI service can handle thousands of users simultaneously, reducing servicing costs, improving efficiency, and ensuring real-time responses.

Since the service’s launch, 30% of customers have chosen WhatsApp over phone consultations, with 50% of online users switching mid-process for added convenience. Thukaram observed, “People don’t want to have long phone calls discussing sensitive topics like salaries or medical conditions—especially if they are in open workspaces—and often don’t have all the information at hand. The same is true for online forms: when customers reach a question they don’t have the answer to, they stop the process and often don’t come back.”

“In fact, after an initial expression of interest in a product, less than 20% of customers respond when contacted, and the rate is even lower for those under 35,” he continued. “But on a platform like WhatsApp, they can control the pace of the conversation, review answers, take their time, and aren’t pressured to make decisions instantly. Two thirds (65%) of the WhatsApp preferred journey were within normal working hours, confirming our view that customers would prefer to buy personal policies such as unemployment insurance privately on their mobiles rather than work laptops or big screens.”

Thukaram concluded, “By launching this service, which will run alongside our more traditional channels—phone, website—our customers can choose how they want to communicate with us, and when.”

Best Insurance’s WhatsApp option provides a tailored, digital-first experience that aligns with the needs of today’s customer, offering privacy and flexibility alongside its traditional service channels.

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• Artificial Intelligence
• Customer Engagement