Artificial intelligence is taking on a bigger customer-facing role in the Philippine insurance industry, with InLife expanding its virtual assistant as competition increasingly shifts toward faster, digital-first services.
The country’s first and largest Filipino life insurer has rolled out its AI-powered assistant, Ella, across both the InLife website and the InLife App, giving policyholders instant access to policy information without having to call customer service or wait for email responses.
The expansion allows customers to check premium due dates, policy coverage, beneficiary details, fund values and other account information through a chat interface. Website visitors, including prospective clients, can also use Ella to obtain general insurance information anytime.
The latest rollout marks another step in InLife’s broader digital transformation as insurers race to modernize customer engagement and streamline policy servicing through artificial intelligence.
“Our customers increasingly prefer digital channels that allow them to access information quickly and conveniently, wherever they may be, and whenever they want. By bringing Ella into the InLife App and our website, we’re making it easier for policyholders and even the general public to connect with us and get the information they need. It’s another step in our commitment to deliver a simpler, smarter, and more customer-centered insurance experience,” said InLife Chief Customer Experience and Operations Officer Geraldine B. Alvarez.
The insurer said Ella can respond to policy-related inquiries in real time and continuously improves through customer interactions, enabling it to deliver more accurate answers over time. Users are also encouraged to submit feedback whenever responses are unclear or incomplete.
The initiative comes as insurers increasingly invest in AI to improve efficiency, reduce service turnaround times and meet growing demand for always-on digital support. For InLife, the wider deployment of Ella also reinforces its ongoing brand transformation and strategy to make insurance easier to understand, purchase and manage through technology.
As AI adoption spreads across financial services, digital assistants like Ella are expected to play a larger role in reshaping how insurers interact with customers beyond the traditional call center model.
