Eleos Life Deploys AI Assistant for Life Insurance
Eleos Life has deployed what it claims is the first artificial intelligence assistant designed for the life insurance sector, launching the platform across both US and UK markets.
The Dover-based digital insurer's AI tool, named Theea, addresses customer queries about life insurance policies without requiring phone conversations with human agents.
The company positions the technology as bridging the gap between automated responses and personalised advice.
A two-month pilot involving 5,000 customers showed users who engaged with Theea during their coverage exploration were 2.5 times more likely to purchase a policy compared to those who did not use the platform.
Conversion rates drive deployment
The technology operates through natural language processing to interpret customer questions about insurance products.
Theea draws responses from proprietary datasets maintained by Eleos Life rather than general internet sources.
The platform supports multiple languages, targeting customers who may struggle with insurance terminology in English.
This functionality extends beyond translation to include explanation of complex concepts in simplified terms.
Eleos Life has integrated Theea into its existing digital infrastructure, allowing 24-hour access for customers across different time zones.
The system handles queries ranging from basic policy explanations to coverage comparisons without human intervention.
Market positioning in embedded finance
Eleos Life operates as an embedded insurance provider, partnering with consumer finance companies to integrate life insurance products into existing customer journeys.
This approach creates additional revenue streams for partner businesses whilst expanding insurance access.
The company offers term life insurance, disability coverage, and income protection products through its digital platform.
“Life insurance is one of the most important financial decisions people can make, but too often it feels out of reach”
Its embedded model allows other financial services companies to offer insurance without developing their own underwriting capabilities.
Theea represents an extension of this strategy, providing automated support that reduces the need for human agents whilst maintaining service quality.
The AI system handles initial customer interactions before escalating complex cases to human specialists.
Industry response to automation
The life insurance sector has increasingly adopted digital tools to streamline customer acquisition and service delivery.
Traditional insurers have invested in chatbots and automated underwriting systems to reduce operational costs and improve response times.
Eleos Life's approach differs by focusing on the customer education phase rather than claims processing or policy administration.
The company reports that many potential customers abandon insurance applications due to complexity rather than cost considerations.
Theea maintains conversation history to provide consistent responses as customers progress through their decision-making process. The system aims to remove barriers that prevent customers from completing applications.
“Life insurance is one of the most important financial decisions people can make, but too often it feels out of reach,” says Kiruba Shankar Eswaran, CEO at Eleos Life.
“With Theea, we're changing that by building awareness through clear guidance, improving access with on-demand, multilingual support, and driving engagement by giving people the confidence to explore and choose coverage in their own time.”
Kiruba adds that the deployment represents progress toward making insurance “simple and inclusive” through technological solutions that remove traditional barriers to coverage access.