Indians throughout generations have been used to coping with the ever present Life Insurance coverage Company of India (LIC) agent, who has pursued and cajoled them into shopping for life insurance coverage insurance policies – typically their first-ever funding.If the central authorities has banked on LIC to hold out a crucial rescue acts on the eleventh hour, the state-owned firm has relied on its 1.35-million-strong military of brokers in its journey in the direction of turning into an omnipresent entity in Indians’ financial savings portfolio. LIC’s brokers make up over 55 % of the entire agent community within the nation. Its company power is 7.2 occasions that of SBI Life Insurance coverage, the second largest life insurer. For the six months-ended September 30, 2021, enterprise sourced by means of brokers accounted for 96.42 % LIC’s particular person new enterprise premiums.Non-public gamers, significantly those backed by giant banks, then again, rely extra on bancassurance channels.Additionally learn: Need to put money into LIC’s IPO? Below these insurance coverage valuation phrases first Steps in the direction of increasing digital footprints Whereas LIC’s dependence on particular person brokers has helped it reap the advantages of in depth attain, catering to city and rural areas within the nation, the digital medium and competitors from personal gamers with banking companions might dent market share, going ahead. In reality, LIC has been steadily dropping market share to personal insurance coverage corporations. Till not too long ago, it didn’t have any tie-up with net aggregators such Policybazaar.com to promote its insurance policies on-line, although it does have its proprietary portal and apps.”Our particular person merchandise are primarily distributed by particular person brokers. There’s a rising development for particular person merchandise to be distributed on-line. Digital know-how is a brand new power that’s driving large modifications within the insurance coverage sector…insurers are shifting in the direction of adopting a digital providers mannequin, enabling clients to finish the complete insurance coverage processes on-line (from discovery of data to recommendation and buy) both on their very own or with the assistance of a service supplier/agent,” LIC notes in its DRHP’s danger elements. And, this may very well be a problem for the 65-year-old insurance coverage colossus, except it carries out wholesale modifications in its distribution combine. “Our Company’s merchandise can be found for buy on-line on our Company’s web site. Nonetheless, none of our merchandise can be found for buy on third-party web sites. For additional particulars on the distribution of our merchandise…If our merchandise stay unavailable for buy on third-party web sites, we might lose market share,” it states. This can be a sentiment that resonates with business analysts too.Its latest tie-up with Policybazaar is a step in the direction of diversifying the distribution combine. It will enhance LIC’s visibility and attain amongst youthful clients, say analysts, although it’s too early to establish how far it can contribute to precise gross sales figures.Brokers stay unruffled Regardless of the altering state of affairs, LIC’s brokers stay its spine, the key to its large market share of over 60 % in new enterprise premiums. And its brokers appear unfazed by the altering preferences of younger, potential policyholders and the new-age coverage buy modes. “LIC-Policybazaar tie-up is not going to have an effect on brokers’ enterprise. Insurance coverage is a extremely technical topic. Should you have been to purchase a commodity, on-line is an efficient possibility. However recommending life insurance coverage product entails advanced calculations reminiscent of Human Life Worth, need-based evaluation and so forth. Aggregators can’t match as much as the type of providers that we are able to present,” says LIC agent Malay Chitalia.Many nonetheless discover consolation in face-to-face discussions the place they’ll resolve their doubts. “Now, publicity round such tie-ups can create consciousness, however individuals nonetheless want shopping for by means of brokers as a result of private contact and tangible choices. In the case of promoting life insurance coverage insurance policies, a whole lot of persuasion, danger evaluation and need-based evaluation is required – providers that particular person brokers can present utilizing their abilities and expertise,” says Mumbai-based LIC agent Bharat Parekh.Brokers say they rating over different platforms in individualised evaluation, emotional join and belief issue. “There is no such thing as a risk from net aggregators. We suggest insurance policies after understanding their targets and different necessities. As an example, I can’t ask a 60-year-old to purchase an endowment plan, however will suggest a pension coverage as a substitute. Finally, they need somebody to listen to them out, a service that solely a person agent can provide,” says Mumbai-based LIC agent Mohan Ganachar. He feels that youthful era might purchase insurance policies from personal insurers by means of on-line modes, however fall again on bodily touch-points for financial savings merchandise. “Earlier, many felt shopping for by means of LIC is a tedious course of. Now, it’s not so due to LIC’s know-how initiatives over the yr,” he says.Brokers really feel largely these trying to purchase insurance policies with smaller sums assured would favor digital channels. “It’s like shopping for diamonds. You wouldn’t wish to purchase it on-line even when the reductions are engaging. So, for giant sums assured with increased premiums, individuals will method offline channels like ours. Additionally, brokers are like household associates who can assist dependents with the declare course of in case of the policyholder’s dying,” says Parekh.Additionally learn: How LIC’s IPO has pushed a race for brand new demat accounts LIC brokers’ added IPO obligationsParticular person brokers are additionally placing their may behind creating consciousness concerning the upcoming mega IPO – and serving to policyholders eager on collaborating in one of many largest public points in India. “Now we have been receiving lot of enquiries relating to updating PAN and demat particulars in LIC’s portal. A lot so, that we now have determined to create a template electronic mail to be despatched to our shoppers explaining the method of PAN updation. This can be a sturdy indicator of the large degree of curiosity in LIC’s forthcoming public problem,” says Ravi Jethani, who runs an LIC company enterprise and is the founding father of Past Life.LIC has near 29 crore clients whereas the variety of demat accounts within the nation stands at round 8 crore. Lengthy-time and new LIC clients, lots of them who could be investing in fairness for the primary time, are enthused about proudly owning a stake within the insurance coverage behemoth. “Individuals are dashing to register their PAN earlier than February 28 (deadline set by LIC as per its DRHP). The sentiment is optimistic, however we’re advising first-timers to test their danger urge for food earlier than coming into fairness markets. Now we have been telling the aged policyholders that in contrast to an LIC coverage that gives steady returns, there will likely be ups and downs within the inventory market and so they need to take heed to these dangers,” says Parekh.