Insights/Action/Outcome: ACKO sought to streamline the high-pressure insurance-buying experience by creating a seamless, asynchronous chat journey. They used Amplitude’s funnel and cohort analysis to deploy a GenAI-powered chatbot, resulting in a 13% increase in health insurance conversions, a 50% reduction in inbound call volume, and an 88% reduction in answer latency.

Buying insurance can be a battle of nerves. Cost-conscious consumers flit from one provider to another, but go out of their way to avoid pressure-laden follow-up calls from aggressive sales reps.

ACKO wanted to do something different.

I’m the Lead AI Product Manager at ACKO, a digital-first insurance company in India that provides a comprehensive range of insurance products to nearly 80 million customers. We use analytics and AI for instant policy approvals, fast claim settlements, and paperless convenience. My job is to listen to our customers and leverage AI to help them enjoy a seamless user experience. And that meant moving away from stressful phone calls.

Solving one problem creates another

Our research showed that three out of four ACKO customers preferred a relaxed online chat over a high-pressure phone call, so we turned their anxiety into an opportunity.

What started as a bold hackathon winning idea soon evolved into a fully homegrown, enterprise-scale GPT-powered conversational agent, a first-of-its-kind for the Indian insurance space. Rather than a simple rule-based bot, we developed an AI agent capable of understanding free-form questions through goal-oriented dialogue.

Inspired by real sales agents, the asynchronous agent empowered customers to find answers at their own pace, instead of feeling chased. It was a big win, but in solving one challenge, we uncovered another: a wealth of insurance FAQs and prior customer queries remained locked within our chat interface and calls.

At its heart, this was a discovery problem. Users who didn’t proactively initiate a chat missed out on the very information they needed to feel confident enough to convert. How could we surface relevant questions and answers to spark their curiosity, counter their hesitancy, and lead them further along their conversion journey?

Unlocking conversational insights at scale

We knew providing personalized, timely, and pertinent assistance would boost the percentage of users who ask for help, leading to more conversions.

To meet our customers where they are, we needed a ‘conversation debugger’ that could mine user intent and help us answer their questions in real time. Amplitude was key to building that solution.

To meet our customers where they are, we needed a way to mine user intent and help us answer their questions in real time. Amplitude was key to building that solution.

• Tracking intent in real time: Segment integration lets us feed Segment data into Amplitude and take deep dives into user interactions.
• Visualizing the user journey: Funnel and cohort analyses help us visualize user journeys and identify drop-off points.
• Spotting conversational friction: Pathfinder and Retention charts identify sticking points in our dialogue flows. One sticking point (in which users tapped multiple suggestion chips without progressing in terms of sales intent) informed our decision to introduce goal-oriented suggestion sequencing.
• Iterating quickly: Amplitude Web Experimentation additionally gave us what we need to run A/B tests and iterate on the conversational experience.
• Democratizing live insights: Amplitude notebooks are how we share insights, highlight key metrics, and generate charts and graphs that drive support and expansion.

With access to these features, we moved from week-long sprints to shipping knowledge & experience improvements in hours. Non-engineers can deploy end-to-end bot journeys on their, cutting our launch time by 6x and making experimentation our default operating mode.

Data tells us everything about the user experience

Digging into user behavior funnels and cohorts revealed critical insights.

For example, we discovered that nearly 50% of users walked away after exchanging three messages with our chatbot, whether or not they got the answer they needed. To alleviate this pain point, we added a Call Upgrade button that prompted them to request human assistance before they dropped off.

We also introduced Question Cards—tappable, curiosity-driven prompts that displayed popular queries—to steer passive browsers into active conversations. Our chatbot mirrors the guiding presence of a real salesperson on key pages, surfacing questions, providing recommendations, and seamlessly transitioning to human help without breaking the conversational flow. After launching, we additionally trained our model on trending user questions such as “comparing competitor plans alongside ACKO’s”, helping them find hospitals near them, and nuanced questions around existing diseases.

Amplitude confirmed that our Question Cards led to a 3x increase in chat initiations, and those who engaged with a card converted at a 40% higher rate. By lowering the barrier to entry through chat, we realized a 200%+ increase in engagement.

Additionally, we have implemented a warm handover process. For cases requiring human intervention, call center agents receive a summary of the chat interaction so they’re prepared for the conversation, and customers don’t have to repeat themselves.

50% lower call volume and millions more in premiums

Within a year, our GenAI-powered chatbot drove a 13% increase in health insurance sales conversions—compared to our previous callback experience. This uplift translates into a million-dollar increase in user premiums.

We also deployed the new chatbot on our recently launched automobile purchase platform, ACKO Drive. Customers who interacted with the chatbot were 2.5x more likely to proceed to payment and complete the checkout funnel than those who didn’t. In other words, driving conversational engagement leads to greater revenue gains.

Customers who interacted with the chatbot were 2.5x more likely to proceed to payment than those who didn’t. We found that conversational engagement leads to greater revenue gains.

Additionally, our GenAI-powered chatbot has significantly cut down our need for outbound sales calls. We’ve seen a nearly 50% reduction in inbound call volume, indicating that users who previously would have scheduled calls are happy to complete their purchases through our chat interface.

We segmented this cohort in Amplitude and found that customers who switched from voice calls to online chat are converting at the same or slightly higher rate as before. They are enjoying a more convenient experience while freeing our agents to focus on high-touch cases rather than fielding basic queries, further reducing operational costs.

Customer service that prizes empathy and data

With Amplitude, we’ve engineered a mindset shift at ACKO. We have gone from a strictly “Call Us” mentality to a more functional “Get Help” approach that favors our customers, creating a digital-only user experience that truly meets customers where they are and where they want to be.

Our chat CSAT (customer satisfaction) score has surged to 80%—an increase of more than 17% across our high volume health and auto segments. We’ve since launched across all our remaining D2C products (such as Travel, Life and Bike insurance) and have achieved a similar ~80% CSAT. The conversational flow, fast response times, and seamless handovers have created a friction-free journey, and we regularly hear users express delight with the chatbot and the overall customer experience.

We continue to iterate and make our chatbot faster and more accessible. So far, we’ve had success caching popular Q&A pairs and optimizing our mobile UI, reducing latency and cutting answer times by 88%.

Thanks to Amplitude, ACKO is proving that empathy, backed by data, is the ultimate expression of customer service and the greatest possible competitive advantage in the insurance space. No pressure required.

Thanks to Amplitude, we proved that empathy backed by data, is the ultimate expression of customer service and the greatest possible competitive advantage in the D2C space.