Legal & General (L&G) has announced a multi-year collaboration with Microsoft to develop an AI-driven customer service platform aimed at enhancing support for its 12.4 million customers.
Built on Microsoft Dynamics 365 Contact Center, the new system will provide service teams with a real-time view of each customer’s relationship with L&G.
The first phase will focus on workplace savings, retail protection policies, and annuities, with additional product lines to follow.
The platform will use AI to analyse conversations, suggest next steps, and identify opportunities for further engagement via customers’ preferred channels.
It also aims to assess tone and sentiment to help service teams identify customer vulnerabilities and provide appropriate support.
By consolidating multiple systems, the new platform hopes to simplify processes for employees and reduce the need for call transfers.
Integrated Microsoft Copilot will assist with administrative tasks such as transcription and case summaries, allowing teams to spend more time engaging with customers.
Laura Mason, chief executive officer, retail at 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, Microsoft UK & 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.”
