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Scope of Phygital in Insurance

The Indian insurance market is undergoing a rapid change. The focus on digital cannot be limited to customer acquisition since customer engagement is the key. However, some customer segments depend on traditional insurance channels of interaction. 

Problems With Traditional Insurance

With customers split into different segments, insurers require hybrid methods to satisfy the needs of all. A reimagined approach to the network and methods of interaction to provide seamless and frictionless experience is the need of the hour. 

Phygital, as a paradigm, challenges the cascaded approach of traditional insurance and bridges the gap between both the worlds effortlessly.

The insurance industry is expected to touch sales of US$ 280B by 2020. However, there is still a trust deficit between customers and insurance companies primarily due to suspect products with unrealistic returns being sold in the past decade. This causes the customer’s experience to be very different both online and offline for the same customer. 

Enter Phygital

The amalgamation of ‘Physical’ and ‘Digital’  or ‘Phygital’ experience can help the insurance industry amplify their yield, manifold. Phygital models can enhance the insurance buying experience. It can increase customer interactivity in insurance and enhance the overall customer experience. The sole objective of Phygital is to provide the ultimate 360-degree experience, i.e focus on relationships, life-cycle, and even life-stages.


Source: Accenture 

What’s After the Death of Traditional Retail?

Ever since Marc Andreesen predicted the death of traditional retail, the e-commerce vultures have been circling. Consumers worldwide, purchased US$2.86 trillion on the web in 2018, up from US$2.43 trillion the previous year. In India, growth is even stronger. Online retail in India is growing at a faster pace and is expected to be worth US$170 billion by FY30, growing at a CAGR of 23%.

The insurance purchase process today mostly take place in the digital medium before the customer consciously seeks a sustained physical engagement. The insurance companies then take initiatives for either influencing their conversion or closure.

In this, the customer journeys are mostly “ phygital ” – i.e. customers jump between digital and physical touchpoints while making a purchase decision. 

All these possibilities have spun a whole new disruption story through well-orchestrated alignment along the phygital retail journey.

Along with large marketplaces, the Indian insurance sector is the sandbox for medical operators, payment platforms, and insurance aggregators.

Brands Bringing Phygital Disruption in Indian Insurance 

Flipkart and Amazon

Both the consumer-tech giants have a strong understanding of how to track and influence customer journeys. With a large and loyal customer base who come to them for buying “everything”, they have a clear edge at Phygital disruption in insurance.

Google

“Insurance” is the highest revenue-generating keyword for Google. The recent announcement of Google car (Waymo) to join hands with Trov to provide car insurance for its driverless cars. This demonstrates the innovative path Google seems to be favoring at this stage in the insurance space.

PolicyBazaar

Large aggregators like PolicyBazaar, originally just a portal to compare quotes, realized the significance of “phygital marketing” in Insurance and invested in “last mile feet on the street” for adequate engagement.

PayTM and Phone Pe

Payment platforms like Paytm and Phone Pe also are in a strong position to build an insurance distribution franchise. They are already distributing a selected set of products tailored exclusively for each customer, in their mall/store, leveraging their phygital distribution reach. 

Practo

Medical platforms like Practo has created a large data-rich ecosystem of customers and medical service providers; making them a powerful channel to distribute health insurance – and in due course life insurance. 

Final Thoughts

Phygital is a bridge between traditional processes and the swiftly growing digital space. Insurer distribution models that blend both digital and physical experiences for its customers will stand to gain a significant advantage over competitors that are yet to embark on their digital transformation journey. An omnichannel marketplace that brings the customer on a unique buying experience will draw the most visibility complete with data-driven analytics and insights to personalize the modern ‘buyer-seller’ relationship.

What is your take on the future of Phygital insurance?

Let us know by commenting.

To know us in person, drop a Hi at hello@mantralabsglobal.com  

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Sales Applications Are Disrupting More Than Just Sales

Sales success today isn’t about luck or lofty goals—it’s about having the right tools in your team’s hands, wherever they go. Following our earlier in-depth exploration of sales technology, we will now examine how cutting-edge sales apps are becoming the backbone of modern industries, transforming complex workflows into seamless, growth-driving machines.

From retail to healthcare, logistics to real estate, businesses are deploying sales applications to enhance operational transparency, cut redundant tasks, and build intelligent sales ecosystems. These tools are not only digitizing workflows—they’re driving growth, improving engagement, and redefining how field teams operate.

Lead Ecosystems: Unified visibility across channels

One app. Five workflows. Zero friction.

A leading insurance brand relaunched their app—a sleek, powerful sales companion that’s turning everyday agents into top performers.

No more paperwork. More time to sell.

Here’s what changed:

  • Every visit is tagged, tracked, and followed through. Renewals? Never missed. Leads? Fully visible.
  • Attendance and reimbursements went on autopilot. No more manual logs. No more chasing approvals.
  • New business and renewals are tracked in real time, with accurate forecasting that sales leaders can finally trust.
  • Dashboards are clean, configurable, and useful—insights that move the business, not just report on it.
  • Seamless Integrations. API connectivity with Darwin Box, IMD Master Data, and SSO authentication for a unified experience.

The result? A field team that moves faster, sells better, and works smarter.

Retail: Taking Orders from the Frontline—Smartly

Field sales agents in retail, especially FMCG, used to rely on gut instinct. Now, with intelligent sales applications:

  • AI recommends what to upsell or cross-sell based on previous order patterns
  • Real-time stock availability and credit status are visible in the app
  • Geo-fencing ensures optimized route planning
  • Built-in payment collection modules streamline transaction closure

Healthcare: Structuring Sales with Compliance and Precision

Healthcare leaders don’t need more reports—they need better visibility from the field.  Whether it’s engaging hospital networks, onboarding clinics, or enabling diagnostics at the last mile, everything needs precision, compliance, and clarity. 

Mantra Labs helped a leading healthcare enterprise design a sales app that integrates knowledge, compliance, performance, and recognition, turning frontline agents into informed, aligned, and empowered brand advocates. 

Here’s what it delivers:

  • Role-based onboarding that keeps every level of the field force aligned and accountable
  • Escalation mechanisms are built into the system, driving transparency across commissions and performance reviews
  • A centralized Knowledge Hub featuring healthcare news, service updates, and training modules to keep reps well-informed
  • Recognition modules that celebrate milestones, boost morale, and reinforce a culture of excellence

Now, the field agents aren’t just connected—they’re aligned, upskilled, and accountable.

Real Estate: From Cold Calls to Smart Conversions

For real estate agents, timing and personalization are everything. Sales applications are evolving to include:

  • Virtual site tour integration for remote buyers
  • Mortgage and EMI calculators to increase buyer confidence
  • WhatsApp-based lead capture and nurture sequences
  • CRM integration for inventory updates and automatic scheduling

Logistics: From Chaos to Control in Field Coordination

Field agents in logistics are switching from clipboards to real-time command centers on mobile. Modern sales applications offer:

  • Live delivery status and route deviation alerts
  • Automated dispute reporting and issue resolution tracking
  • Fleet coordination through integrated GPS modules
  • Customer feedback capture and SLA dashboards

What’s new & what’s next in Sales Applications?

Here’s what’s pushing the next wave of innovation:

  • Voice-to-Text Logging: Agents dictate notes while on the move.
  • AI-Powered Nudges: Apps that suggest next-best actions based on behavior.
  • Omnichannel Communication: In-app chat, WhatsApp, email—unified.
  • Role-Based Dashboards: Different data views for admins, managers, and field reps.

What does this mean for Business Leaders?

Sales Applications are not just tactical tools. They’re platforms for transformation. With the right design, integrations, and analytics, they:

  • Replace guesswork with intelligence
  • Reduce the cost of delay and manual labor
  • Improve agent accountability and transparency
  • Speed up decision-making across hierarchies

The future of field sales lies in intuitive, AI-driven applications that adapt to every industry’s nuances. At Mantra Labs, we work closely with enterprises to custom-build sales applications that align with business objectives and ground-level realities.

Conclusion: 

If your agents still rely on Excel trackers and daily call reports, it’s time to reimagine your sales operations. Let us help you bring your field operations into the future—with tools that are fast, field-tested, and built for scale.

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