Aditya Birla Capital Simplifies Finance through a Digital and AI-First Growth Playbook

Aditya Birla Capital stands at the forefront of India’s financial services landscape, driven by a mission to simplify finance and enrich the lives of its customers. With a comprehensive suite of offerings across loans, investments, insurance, and payments, this diversified financial services arm of the Aditya Birla Group is harnessing the power of digital transformation and Generative AI to drive large-scale impact and serve the evolving needs of customers through an omnichannel framework.

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.

Building agile digital platforms using an omni-channel framework

Digital transformation remains a strategic differentiator for the company. With a deep commitment to customer-centricity and innovation, Aditya Birla Capital has launched several initiatives. As Pankaj Gadgil, MD & CEO, Aditya Birla Housing Finance Limited and Head, Digital Platforms and Payments Strategy, Aditya Birla Capital says, “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.”

It has implemented a robust omni-channel framework to build agile digital platforms that enable seamless onboarding, end-to-end digital journeys, personalised experiences and value-added services. These platforms are not just acquisition engines but engagement hubs, offering bundled financial services and credit access to underserved segments. AI/ML-driven capabilities such as underwriting, claims adjudication, and customer engagement are now embedded across business verticals, enhancing both efficiency and personalisation. 

In a short span, Aditya Birla Capital developed and deployed its all-inclusive and interoperable digital platforms like Udyog Plus-B2B platform, ABCD-D2C platform, Stellar-B2D platform and the ABC Servicing app. The ABCD-D2C platform offers over 25 product categories and has ~ 6.4 million customers till date. Its comprehensive B2B platform, Udyog Plus which offers business loans, supply chain financing and a host of other value-added services to MSMEs digitally, has over 2.4 million users and an AUM of ₹3,658 crore. It also launched Stellar, a B2D platform for distributors and revamped its servicing app by integrating all its services under one roof. 

Leveraging GenAI

The company is deeply committed to leveraging data, analytics, and Gen AI to streamline operations and deliver a more connected, intelligent experience for customers. Gen AI is now embedded at the core of its business strategy, with an enterprise-wide platform in place spanning Sales, Service, Audit, Marketing, Finance and other key functions.

Function-specific Co-Pilots have been developed to enhance productivity, achieving significant reduction in turnaround time for routine tasks such as audit checklist creation, competitive benchmarking and marketing collateral development. The company has also built a scalable architecture to support the rapid deployment of GenAI use cases across lines of business, resulting in a 30-40% reduction in the cost of building and running GenAI applications, and enabling faster go-to-market. More than 22 GenAI projects have been deployed, covering the entire customer lifecycle and supporting a wide range of employee roles, underscoring Aditya Birla Capital’s commitment to innovation, efficiency, and customer-first approach.

Its Gen AI solutions have been widely recognised by the industry including Microsoft and the Celent Model Bank Award 2025 for Excellence in Generative AI.

Simplifi - Aditya Birla Capital has launched SimpliFi, one of the Indian BFSI industry’s first GenAI-powered customer-facing assistants on the ABCD App. Built using Azure OpenAI, SimpliFi guides users through ABC products, answers financial queries, delivers personalised nudges, and provides actionable insights. It has driven higher engagement and improved click-through rates across journeys like DigiGold, Credit Track, and Personal Loans. Far beyond a chatbot, SimpliFi enhances customer experience and conversion by simplifying navigation and instantly resolving queries. It marks a significant step in ABCL’s mission to make finance intuitive and accessible.

Sales Co-Pilot empowers frontline employees by instantly resolving product, credit policy, legal, and technical queries boosting productivity, especially for new joiners. Adoption is growing across businesses, supported by a GenAI-powered two-way roleplay tool that helps sales teams sharpen their pitch and handle objections through practice with an AI avatar.

Its GenAI-powered Service Assist is transforming customer support. It helps contact centre executives respond to queries and generate retention scripts for life insurance. The company also uses GenAI-driven speech analytics to score calls and identify agent training needs leading to higher first-call resolution, enhancing customer satisfaction and significantly reducing costs.

The company has developed GenAI-powered voice bots to assist customers throughout onboarding, service, and retention journeys. These bots handle a large volume of inbound calls to drive operational efficiency across contact centres. The company is also piloting GenAI-based telesales bots, which have demonstrated significant higher scalability compared to human agents for lead calling. This innovation is set to significantly enhance direct customer acquisition and cross-sell capabilities at optimal cost.

Aditya Birla Capital is also reimagining onboarding journeys with Agentic AI. Embedded within its digital platforms, this orchestration layer will automate repetitive tasks like document data extraction, checklist validation, and decision support helping scalable and efficient growth and faster turnaround time for customers.

Fintech partnerships

Infinite (Fintech Ecosystem): Infinite, the company’s fintech engagement and innovation platform is also helping it to identify and work with several innovative fintech. Over the past 2 years, they have engaged with 200 plus fintech’s to explore innovative solutions and successfully completed 42 POC’s for our LOBs. Under the Infinite programme ABCL has been the first NBFC in India to conduct a joint hackathon with Reserve Bank Innovation Hub (RBIH) to pilot innovative solutions for lending business.

Data Analytics: Aditya Birla Capital is leveraging data analytics to enable informed decision-making and drive paperless, end-to-end digital journeys across products. Pre-approved offers across segments use digital capabilities to deliver right-sized solutions seamlessly, with 37% of individual FYP in life insurance coming from Pre-Approved Sum Assured (PASA) in FY25. The company extensively uses Generative AI and voice tech to boost productivity, supported by significant investments in data lakes, warehouses, and system integrations. It is also building comprehensive decision science frameworks across functions like Sales, Product, Credit, Operations, Risk, and HR to drive smarter, faster decisions.

Aditya Birla Capital has laid out a robust and credible roadmap for multi-year growth across its diverse businesses. Its approach to digital transformation demonstrates how a financial services company can lead from the front by leveraging data, digital and advanced technologies to drive sustainable growth, profitability, operational efficiency, and innovation.