Ryan FowlerL&G has partnered with Microsoft to deliver a new AI-powered customer service platform designed to improve experiences for both customers and employees.
The multi-year agreement will introduce the system, built using Microsoft Dynamics 365 Contact Center, to deliver faster, more personalised service across L&G’s retail operations.
The platform will give service teams a complete, real-time view of each customer’s relationship with the business. The first phase will support customers with workplace savings, retail protection policies and annuities, with additional product lines to be added later.
By analysing conversations, the system will suggest next steps, identify useful tools, and prompt follow-ups through customers’ preferred channels. It will also assess tone and sentiment to help teams recognise and support vulnerable customers.
For employees, the system simplifies operations by consolidating multiple tools and reducing call transfers.
Integrated Copilot functionality will assist with administrative work such as transcription and case summaries, allowing teams to focus more on customer engagement. The platform is designed to scale as L&G’s customer base grows.
Laura Mason, chief executive officer, retail, L&G, said: “Serving our customers better, through improved technology and simpler processes, is central to delivering our Retail strategy.
“Our new platform will allow our teams to answer calls more quickly and deal with queries more efficiently, helping us to provide the very best support for customers at every stage of their lives.
“We’re combining our scale with Microsoft’s technology to make life simpler for our teams, give customers more personalised support, and to strengthen our operations.
“This is a significant next step following the progress we’ve already made in using technology to transform service, having recently launched the first fully digitised claims process, cutting average claim times by nearly two weeks, while our pensions app is the highest rated among peers, using digital tools to help people take control of their savings.
“This new collaboration takes that ambition further, using AI to raise the bar while ensuring our teams can tailor support for customers who need us most.”
Darren Hardman, CEO of Microsoft UK and Ireland, said: “This collaboration is a great example of how AI can empower employees, streamline operations, and help organisations better serve their customers.
“By combining L&G Retail’s vision for customer experience with Microsoft’s AI and cloud technologies, we’re enabling teams to deliver more personalised, efficient, and secure support at scale. Together, we’re setting a new standard for customer service in the financial sector.”
The initiative builds on L&G’s existing Microsoft ecosystem, which already includes Azure and Power Platform. It follows recent innovations such as the company’s fully digitised protection claims process and its Guided Retirement Planner, which helps customers identify income shortfalls and make informed financial decisions.
