Singlife has announced a collaboration with Salesforce to launch an artificial intelligence (AI) agent designed to support its customer service executives. The move makes Singlife the first insurer in Singapore to adopt Agentforce, the agentic layer of Salesforce’s AI-powered customer relationship management platform, as part of its strategy to improve service efficiency and customer experience.
The new AI agent will provide real-time, reliable answers to a wide range of product-related questions, helping customer service teams deliver faster and more accurate responses. By automating information retrieval and streamlining support processes, the technology is expected to significantly reduce response times and improve the overall quality of customer interactions.
Leveraging data to power intelligent support
Singlife is using Salesforce’s Data Cloud, a hyperscale data engine within the platform, to consolidate and process its extensive knowledge base, which includes product manuals, training guides, and FAQs. Traditionally, service executives would manually search through these materials to find relevant information. With Agentforce, they will be able to access accurate answers almost instantly, enabling consistent and timely support for customers.
Romil Sharma, Group Head of Technology and Operations at Singlife, said: “At Singlife, AI is more than just a tool – it is becoming a key part of how we run the business. Collaborating with Salesforce allows us to bring AI into the hands of our customer service executives in a practical way, helping them respond faster and with greater confidence. This AI agent also represents an early step in our broader strategy to harness AI across the company, from customer service to underwriting, claims and distribution. Ultimately, our aim is to institutionalise AI as a core enabler for business growth, operational excellence and customer-centricity.”
Arun Kumar Parameswaran, Executive Vice President and Managing Director for South and Southeast Asia at Salesforce, added: “We’re thrilled to collaborate with an industry pioneer like Singlife to redefine customer engagement in the insurance industry with Agentforce. By leveraging Agentforce and Data Cloud to unlock a new level of service efficiency, businesses like Singlife can enhance the human connection and deliver the trusted, seamless experience that builds lifelong customer loyalty.”
Expanding AI adoption across Singlife’s network
Following the initial deployment for customer service teams, Singlife plans to extend the use of Agentforce to its network of financial adviser representatives. With access to timely and reliable information, advisers will be able to address customer queries with greater clarity and confidence, further enhancing client engagement and service delivery.
The introduction of Agentforce is part of Singlife’s wider ambition to embed AI across its operations. The company views AI as a key enabler of its growth strategy, with potential applications in areas such as underwriting, claims processing, and distribution.
Founded from the merger of Aviva Singapore and Singlife in January 2022, Singlife is now a wholly owned subsidiary of Sumitomo Life, one of Japan’s largest life insurance companies. Singlife offers a broad range of life, health, and general insurance products, as well as investment and employee benefit solutions, and manages over S$16 billion in assets as of 31 December 2024. The company is also a signatory to the United Nations Principles for Sustainable Insurance and the Principles for Responsible Investment, reflecting its commitment to sustainability and responsible growth.
Salesforce, a global leader in AI-driven CRM solutions, helps organisations of all sizes integrate humans, agents, applications, and data on a unified platform to drive innovation and growth.
