Unveils next generation features on ABCD platform to drive growth, productivity and efficiency across digital ecosystem
Aditya Birla Capital Limited (“ABCL”), one of India’s leading diversified financial services companies, today announced the launch of a suite of AI-powered features and innovations on its flagship omnichannel D2C platform – ABCD at the Global Fintech Fest 2025. This is in line with its mission of simplifying finance and delivering hyper-personalized, intelligent and seamless customer experiences across all channels.
Aditya Birla Capital was among the earliest adopters of AI. It set up an enterprise-wide Gen AI Centre of Excellence in 2023 to build scalable applications across businesses and drive impact on customer experience, capacity and cost. In only 18 months, it deployed over 22 live Gen AI use-cases and rapidly scaled innovations to drive growth, productivity, engagement and experience.
Mr. Pankaj Gadgil, Head – Digital Platforms and Payments Strategy, Aditya Birla Capital said, “Digital transformation is a strategic differentiator for us at ABCL. While few financial institutions have moved beyond proof-of-concept to full-scale deployment of Gen AI applications, we are proud to be among the first movers deploying it at scale. Our vision is to build a future-ready, scalable enterprise that puts intelligence, foresight, and customer centricity at the heart of everything we do. Through our AI-first strategy, we are reimagining customer journeys, innovating product offerings, automating underwriting, and enhancing service delivery to boost productivity, reduce costs, and scale efficiently. These efforts are helping us to deliver seamless customer experiences and unlock sustainable, long-term growth across our businesses.”
Driving Scalable Business Impact:
The company has launched Gen AI Assist tools like Sales Assist, Service Assist, Audit Assist, and Marketing Assist to make business knowledge and AI capabilities widely accessible across various teams within the organization. These tools support sales teams with AI-based training, role plays, and instant product support to drive productivity. Service assist helps contact centre agents handle customer queries and generate scrips for faster request processing and improved customer satisfaction; and reduce turnaround time by automating audit and marketing workflows. Further, Agentic AI applications are being embedded into customer journeys from onboarding, underwriting, and claims management to reduce processing time, turnaround time and cost. Gen AI voice bots are enhancing tele-sales, service, and retention journeys to drive scalability and cost efficiency.
These innovations have earned Aditya Birla Capital recognition such as Microsoft’s Top 50 Early Adopters in Gen AI at the IGNITE 2024, USA, and the Global Celent Model Bank Award 2025 for driving excellence in Generative AI.
AI Features and Innovation Capabilities showcased at GFF:
- SimpliFi: Personal Finance Assistant: A suite of 7 AI-powered features to act as a personal finance assistant for customers. It offers personalized insights across credit, health, and spending, available under the MyTrack section. It has three features of Market Pulse, Smart Signals and Goal Compass, which bring together intelligence, alerts, and guidance in one view. Customers can get guidance on market movements, portfolio insights, recommended actions and goal planning with multi-asset categories on one platform.
- Through Know Your Policy feature, SimpliFi decodes any health insurance policy, instantly showing coverage details and comparing alternatives, to help customers make informed health insurance choices.
- Protection Amplified: In line with Aditya Birla Capital’s ‘heath-first’ model, ABCD introduced 360-degree of protection for customers encompassing health-track, health-saver card which gives the benefits of dental, eye check-ups, pharmacy discounts, nutrition assistance etc., along with comprehensive personal insurance and digital will for legacy planning.
- ConseQuest: A first-of-its-kind life-simulation game that transforms financial education and awareness into an engaging, interactive experience.
Aditya Birla Capital underwent significant transformation by reshaping its business model, based on the strategic approach of ‘One ABC, One P&L’ driven by ‘One Customer, One Experience and One Team’. It laid a robust omnichannel architecture to build three digital platforms – Udyog Plus-B2B platform for MSMEs, ABCD-D2C app and Stellar-B2D platform, to enhance productivity, direct customer acquisition and engagement. ABCD app recorded ~ 6.4 million customers, and Udyog Plus recorded over 2.4 million registrations with an AUM of Rs 3,658 crore.
From FY22 to FY25, ABCL demonstrated consistent growth and operational excellence to drive scale and market share across businesses. The lending book of NBFC and Housing Finance grew at a 33% CAGR from Rs 67,185 crore to Rs 1,57,404 crore; gross premium in Health and Life Insurance businesses grew at a 23% CAGR from Rs 13,867 crore to Rs 25,579 crore. Total AUM across AMC, Life and Health Insurance grew from Rs 3,70,618 crore to Rs 5,11,260 crore. Consolidated PAT grew from Rs 1,545 crore to Rs 3,142 crore and consolidated revenue grew from Rs 23,456 crore to Rs 47,369 crore. Over the last three years, operating profits (Profit Before Tax) doubled from Rs 2,666 crore in FY22 to Rs 5,475 crore in FY25.
