How leap-frogging technology can help reshape the insurance industry in India – S. V. Ramanan, CEO-CAMSRep

10-second takeaway: Technology is evolving rapidly and many insurance organizations are challenged to keep up the pace.

The Associated Chambers of Commerce & Industry of India (ASSOCHAM) held the 10th edition of their Global Insurance Summit on the 22nd of September, 2017. This event was held at the Hotel Taj Land Ends, Mumbai, and hosted key stakeholders and thought leaders in the insurance industry. The discussions held at this event aimed to highlight the impact of technology on the insurance industry.

S. V. Ramanan, CEO-CAMSRep was part of a panel discussion at this event where they discussed “The impact of technology on the life cycle of products, lead generation, acquisition, KYC and service settlement”. This discussion was also attended by R. M. Vishakha, Samrat Das, Trevor Bull and Srinivasa D (Moderator). This panel discussion focused on how technology has disrupted the insurance industry impacting their product lifespans, lead generations and service standards. Technology is growing by leaps and bounds, and industries such as insurance need to be prepared to adapt to these developments. Innovations such as these would require the vendors to modify their offerings and would improve the expectations of their customers.

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During this panel discussion, S. V. Ramanan highlighted the pace at which technologies have evolved and how many insurance organizations are now being challenged to keep up with these changes. Further into the discussion, he spoke about how insurance repositories have turned into a platform which would help insurers underwrite better and identify gaps much faster. Along these lines, not only has CAMSRep has worked on improving Customer Service and Claims, it also has deployed predictive analytics to help improve persistency for life insurance companies.

In simpler terms, it helps companies simplify the customer on-boarding process. He further added that CAMSRep makes the most optimal use of current technologies rather than awaiting potential future developments. We have all seen success in cases where social media has helped allocate agents to potential customers. A similar focus helps these agents have conversations with customers beyond insurance products, in turn, building a level of trust and a better bond.

In the end, the key takeaway from the panel discussion was that technology is evolving rapidly leading to process improvement while opening new avenues for customer engagement. It is critical for insurance organizations to keep up with these developments so as to ensure customer centricity and business growth.


72% of life insurance policies are not continued beyond five years: Know why

For the insurance industry as a whole, persistency ratio is crucial from the standpoint of customer retention and profitability. Persistency rate is the percentage of the insurer’s total insurance policies that remain in force without being lapsed. In simpler terms, it is the total percentage of all written policies that are renewed by the insured annually. For insurers, the effect of policy lapses is much larger. The lower the persistency ratio, the higher the operating expense ratio. The problem of low persistency is deeply entrenched and requires addressing product design, customer relationship management, and agents’ selling practices.

In 2015-16, the average persistency rate for life insurance policies in the 13th month was just 61% according to the IRDAI. This is quite an alarming state as compared to the global average of 90% for the same time period. This rate reduces to just 28% in the fifth year indicating the sharp decline in renewals on these policies. This low persistency rate is acutely low and is clearly hurting insurers. However, the influencers of persistency rate are all three key stakeholders: insurers, agents and customers. The question that arose next was about how we can improve the persistence rate in our offerings.

CAMSRep’s iCARE is a proprietary solution that was built to improve persistency for the life insurance industry. It enables the upload of data from insurer systems, analytics, seamless call centre operation and campaign management.  Its feature-rich tools provides insightful dashboards and real-time metrics to the operations team. The inbuilt communication engine/capabilities ensures updated to policy-holders through their choice of channels. This solution helps CAMSRep’s clients improve their CRM and identify areas of development. With the power of real-time data, insurers can now modify their offerings and services to provide the best experience to their customers. It provides analytics that help identify customer segments that aid in call prioritization and offers the customer’s unique history with the particular insurer. This further funnels into database enrichment and MIS, helping manage productivity and customer satisfaction. But the functionality of this solution is not just in identifying areas of development and offering solutions, but in helping resolve them directly with the customers. The communication channels currently offered by iCARE are SMS, email, phone calls and letters. The choice of medium rests with the client.

The revolutionary and industry-leading capabilities of CAMSRep’s iCARE was nominated and won the award in the Best Newcomer category in the recently held Asia Insurance Technology Awards, 2017.

CAMSRep is an IRDAI licensed insurance repository offering its services to a large number of insurers in India. With over 8 years’ experience in this field, CAMSRep helps policy holders buy and keep insurance policies in electronic form. In addition to this, CAMSRep also offers its expertise as a business solutions partner to large insurers.


CAMSRep CEO leads a discussion on the power of creating your own market at the 2nd Annual Insurance India Summit and Awards 2017


For the insurance industry to evolve, it needs to cater to the needs of the digitised population. Of late, insurers have derived growth mainly by improvising product offerings as per people’s aspirations, adopting vibrant distribution channels and reaching out to potential customers through targeted promotional activities. Some of the factors expected to propel the growth of this industry are the ever-growing middle class, expanding working age population and increasing disposable income levels. Additionally, the Government of India’s initiatives that work towards attaining financial inclusion are expected to further offer support for this growth.


Given the increased focus on the customer, the “2nd Annual Insurance India Summit and Awards, 2017” held in Mumbai served as a platform for industry stakeholders to discuss how they can realize the potential of the sector in the digital age. The theme for this summit was “Future crafting the Insurance Industry” which covered several themes including:

  •  The ongoing changes in the 3C’s of the insurance industry – cost, customer and competitors
  •   Consumer values
  •   Re-insurance
  •   Technological disruptions
  •   Digitisation


These points of discussion were evaluated from the insurance industry’s perspective to help key players build operational excellence and work towards developing new products.


A key highlight at the event was a panel discussion on “The power of creating your own market-marketing and innovation, when two worlds collide”, moderated by Mr. S V Ramanan, CEO, CAMSRep.  The eminent panellists discussed a wide spectrum of topics such as

  •  Having a digital marketing presence that sells
  •  How to make competition irrelevant – rethinking marketing strategy
  •  Increasing investments in technology and digitization to create a harmonious ecosystem for all stakeholders
  •  Evolution of business from survive to thrive in a disruptive marketplace


The panel comprised distinguished industry experts such as  Shalabh Saxena, Chief Operating Officer, Canara HSBC Oriental Bank of Commerce Life Insurance,  Gunjan Ghai, Senior Vice President – Brand & Marketing and Product Development, SBI General Insurance,  Anamika Roy Rashtrawar, Senior President, Bajaj Allianz General Insurance, Ashish Rao, SVP & Head – Customer Service, ICICI Prudential Life Insurance and Mr.  S. V. Ramanan, CEO & MD, CAMSRep who moderated the discussion.


Other prominent guests at this event included:

  •   Vinit Goenka, CMO & CRIS Centre for Railway Head – Digital Information System
  •   K Sanath Kumar, CMD, National Insurance Company
  •   Tapan Singhei, MD & CEO, Bajaj Allianz General Insurance
  •   Ashish Mehrotra, MD & CEO, Max Bupa Health Insurance
  •   Krishnan Chatterjee, Head of Marketing, SAP Indian Subcontinent


About CAMSRep


CAMSRep is an Insurance Repository that helps policy holders open unique eInsurance Accounts (eIA), letting them hold all their policies in electronic form, under a single account. Electronic policies are convenient and safe, eliminating the risk of damage and loss of documents.

CAMSRep also acts as a single point of service for all ePolicies held by a policy holder, making it convenient to get service on demand – policy holders don’t really need to go to multiple agents or insurance companies for their service requirements in respect to each of their ePolicies.

Apart from repository services, CAMSRep also provides outsourcing services to multiple Insurance Companies in accordance with IRDAI regulations. We serve some of the leaders in the insurance industry and our service excellence has helped our clients deliver superior service to their customers.

CAMSRep CEO speaks on future of life insurance distribution at the Businessworld Life Insurance Summit-2017

The Indian insurance sector is relatively underpenetrated, yet to reach its full potential. At present, the country makes up for a meager 1.5 per cent of the world’s total insurance premiums in spite of its teeming population.

While prevailing Government policies aim to take insurance penetration in the country to the next level with initiatives such as the campaign to digitize insurance policies, private Indian insurance players are also exploring various ways to engage and enroll the uninsured and the underinsured.

Creating a forum for discussion, BW Businessworld recently organized the BW Businessworld Life Insurance Summit 2017, on 26th April at Trident Mumbai, bringing together industry veterans, thought leaders and prominent officeholders from across the Indian Insurance sector.

Among the prime highlights of the summit was a panel discussion strategically titled “Into the Future of Life Insurance Distribution”.  Moderated by Dr. Anjana Grewal, Director – Centers of Excellence, MISB Bocconi – Bocconi India, the discussion saw panelists sharing their ideas and views on the role and impact of technology in approaching and optimizing the scope of life insurance distribution, on the requirement to ensure a healthy premium mix and the role of aggregators in the next phase of distribution.

In this line of discussion, Mr. SV Ramanan, CEO, CAMS Insurance Repository, highlighted the growing necessity to reinvent insurance in a digital avatar at all stages, from sales to claims.  He also reiterated how important it is in the digital world for back-end processes to keep pace with the sales process. If otherwise, it would be no different from running a BMW series 5 with an 800 engine, he observed.

The role of IR is to enable the back end process in such a way that it can be handled in a seamless digital environment. This would ensure good customer experience”, he remarked.

The discussion panel also comprised

Mr. Alok Bhatnagar, CEO & Principal Officer, EasyPolicy

Mr. Mahavir Chopra, Director, CoverFox

Mr. Adit Parekh, Principal, Blume Ventures

Mr. Manik Nangia, Director & CDO, Max Life

Other eminent guests at the event included

Mr. V. Manickam, Secretary, Life Insurance Council

Mr. Yashish Dahiya Co-Founder & CEO, PolicyBazaar

Mr. Ashish Vohra, CEO, Reliance Nippon Life Insurance

Mr. Rohit Kumar Sharma, Country Manager, Financial Services Sector, IBM

Mr. Sushobhan Sarker Director, National Insurance Academy (NIA)

Mr. Girish Malik, Director, Insurance Brokers Association of India

Mr. Vighnesh Shahane, CEO, IDBI Federal Life Insurance

Mr. Deepak Mittal, MD & CEO, Edelweiss Tokio Life

For further reading:

About CAMSRep

CAMS Insurance Repository Services Ltd (CAMSRep), a subsidiary of CAMS, is one of the major Insurance Repositories in India Licensed by Insurance Regulatory and Development Authority of India (IRDAI). CAMSRep, as an Insurance Repository opens unique eInsurance Accounts (eIA) for policy holders,which in essence are convenient, safe and relatively risk-free electronic policies. CAMSRep also acts as a single point of service for all ePolicies held by a policy holder. Apart from repository services, CAMSRep also provides outsourcing services to multiple Insurance Companies in accordance with IRDAI regulations.

ICICI Prudential Life honours CAMSRep associate with TATVA award

The last few years have witnessed the insurance sector in India undergo a phase of robust growth, transforming the industry into a dynamic arena where the race is perpetually on, and the rules are constantly evolving.Tatva Award

CAMS Insurance Repository Services Ltd (CAMSRep), one of the first to offer services and solutions in the e-insurance domain in the country, has perfectly kept in pace with the changing trends by constantly reinventing and upgrading its workflow and process efficiency dynamics. A fully owned subsidiary of CAMS and a licensed insurance repository approved by the IRDAI, CAMSRep has been consistent in developing and delivering solutions and services that match client requirements and surpass end-consumer expectations. 

tatva-awardCAMSRep as a provider of outsourcing services to the biggest and most reputed insurance companies in India, delivers to its clientele the dual advantage of outsourcing viz. specialization in policy holder services and cost benefits. As a non-aligned entity with no conflict of interest with insurers or brokers/ agents, CAMSRep has no channel partners with conflicting businesses, warranting a high degree of data confidentiality. 

Recently, in acknowledgement of this commitment of the organization to deliver only the best in terms of service and process excellence, ICICI Prudential Life, one of India’s leading life insurance companies had conferred the the prestigious TATVA award upon Mr. V. Raja, Team Lead – Payout Processing, CAMS Insurance Repository Services Limited.

CAMSRep Tatrva Award

It is noteworthy that CAMSRep has been the recipient of many such awards in the past, including the likes of the prestigious Celent & Asia Insurance Technology Award (2015) in acknowledgement of its world class service excellence and technology leadership.

What sets CAMSRep apart from competition is that:

  • CAMSRep is a neutral entity without any conflict of interest with Insurers or Brokers/ Agents.
  • CAMSRep has no channel partners with conflicting businesses. Hence, confidentiality of customer data is guaranteed.
  • No CAMSRep service point is too far away. The organization has in place a unique service delivery model that has a foot print of more than 265 locations across India.
  • The electronic repository services offered by CAMSRep makes it convenient for policy holders to get service on demand anywhere.

CAMSRep : Empathy behind envisaging and implementing points of presence across the country

Keeping in mind that there are still large areas of the country where digital reach has not been realized, CAMSRep, through its centers in over 270 locations across India, acts as a point of presence for policy holders on behalf of insurance companies; these centers facilitate the processes of  e-insurance account services as per  policy owner service requests.

A solid service delivery model with a foot print of more than 265 locations across India, has ensured that no CAMSRep service point is too far, ever. Being one of the first to envision and launch Insurance Repositories, at CAMSRep, we understand the insurance business like no other, backed  by our deep expertise and vast experience.  For more information on our services, visit us at

About CAMSRep


CAMS Insurance Repository Services Ltd (CAMSRep), a subsidiary ofCAMS, is one of the major Insurance Repositories in India Licensed by Insurance Regulatory and Development Authority of India (IRDAI). CAMSRep, as an Insurance Repository opens unique eInsurance Accounts (eIA) for policy holders,which in essence are convenient, safe and relatively risk-free electronic policies. CAMSRep also acts as a single point of service for all ePolicies held by a policy holder. Apart from repository services, CAMSRep also provides outsourcing services to multiple Insurance Companies in accordance with IRDAI regulations.

CAMS officials participate in Birla Sun Life Mutual Fund’s Investment Conclave at Bengaluru

Birla Sun Life Mutual Fund recently organised an exclusive Investment Conclave for Corporate Investors at The Lalit Ashok, Bengaluru. Building upon the success of the previous conclave, held in Mumbai,with the same agenda, the institution brought the event to Bengaluru on January 6, 2017.

Among the prestigious invitees to the exclusive event were top level executives representing Computer Age Management Services, popularly known as CAMS.The Investment Conclave, keeping in tide with the times, was aptly themed “India in the post-demonetisation era”. The occasion saw the coming together of a diverse set of thought leaders and corporate executives, that rendered the evening abuzz with insights on the impact of demonetisation with a special emphasis on the Indian mutual fund industry.

Speakers at the event included officials from the top tiers of Birla Sun Life Mutual fund and CAMS, including:

Mr. Maneesh Dangi, CO – CIO Fixed Income – Equity, Birla Sun Life Mutual fund

Mr. Bhavdeep Bhatt, Head, Institutional Sales, Birla Sun Life Mutual fund

Mr. V Srinivasan, Senior Vice President – Mutual Fund Operations, CAMS

Mr. Tilak Raj Khanna, Asst. General Manager – Distributor Services, CAMS

Mr. Y S Ramesh Raju, RM-South, CAMS

Mr. Shaji Varghese, Branch Head, Bengaluru, CAMS

Mr. P Sasidhar Raju, Sr.DSE – Distributor Services, CAMS

CAMS GoCORP, a unique solution designed to meet the investment needs of corporate investors, was was discussed in detail at the event with the panel highlghting the,  many advantages of the product.



GoCORP is a digital solution designed to empower institutional investors with the freedom to transact across multiple mutual funds serviced by CAMS through a single portal. Launched in July 2015, CAMS GoCORP has seen a steady enrollment from both large and mid-sized corporate houses across India.

The GoCORP portal allows corporate investors to transact across all participating CAMS serviced funds using single login facilities to enable multiple maker and authorizer combination as approved by the board. GoCORP also addresses compliance & audit needs of corporate investors. To know more about the Transaction features, Reports/Transaction tracking and other conveniences that come with GoCorp, please click here.

About CAMS:


Computer Age Management Services (CAMS) is India’s premier Mutual Fund Transfer Agency serving over 62% of assets of the industry across 15 Mutual Funds. Leveraging superior technology, CAMS brings several innovative services to Mutual Fund investors and distributors. CAMS is also a service partner to leading Insurance Companies, Banks, NBFCs and Alternate Investment Funds. To know more visit

CAMSRep organizes exclusive event for User group

The CAMS group of companies have always prided themselves on developing solutions and services that match customer expectations and user suggestions. Interactive sessions that bring together the various perspectives of users and their expectations play a crucial role in such developments that continue to serve the organizations’ zeal for sustained innovation.

CAMSRep CEO, Mr. S. V. Ramanan, seen moderating a high energy discussion at the CRUG event.

In keeping with this spirit of robust user engagement, CAMSRep, one of the major insurance repositories in India, hosted its first ever CAMSRep User Group event on the 8th December 2016 at Chennai.

The event themed ‘Ideate, innovate and implement’, was attended by key officials from leading organizations in the Indian insurance sector, representing –

    • Bajaj Allianz Life Insurance
    • Birla Sun life
    • HDFC Life Insurance
    • ICICI Prudential Life
    • Kotak Life
    • SBI Life


Moderated by the energetic Mr.S .V Ramanan,CEO, CAMSRep, the session was an engaging event that brought to the fore some of the key issues of prevalence in the Indian insurance industry.

Discussions at the event focused on the role of insurance repositories into reaching out to potential consumers in the under-penetrated Indian market. Besides touching upon a joint representation to be presented to the IRDAI, the delegates discussed on the ways to approach and address the issues concerning unclaimed policies.

The distinguished guests also contemplated over the need to render insurance repositories mandatory.

About CAMSRep


CAMS Insurance Repository Services Ltd (CAMSRep), a subsidiary of CAMS, is one of the major Insurance Repositories in India Licensed by Insurance Regulatory and Development Authority of India (IRDAI). CAMSRep, as an Insurance Repository opens unique eInsurance Accounts (eIA) for policy holders,which in essence are convenient, safe and relatively risk-free electronic policies. CAMSRep also acts as a single point of service for all ePolicies held by a policy holder. Apart from repository services, CAMSRep also provides outsourcing services to multiple Insurance Companies in accordance with IRDAI regulations.