Launching a New DSF Branch at Aviva Life Insurance Co Limited

Abstract

The Indian Insurance Industry is facing tough times not only in the business front but also in attracting and retaining talent in the sales function. Aviva India had re-entered the Indian life insurance market in 1995, but started business operations a few years later. In addition to the bank assurance business where the parent company Aviva Plc is a market leader, the Direct Sales Force (DSF) branches were integral to the Indian growth strategy. Aviva’s growth strategy is to expand its operations by increasing the number of branches across the country, and also increasing the productivity of DSF. The branches are staffed by employees who are employed by Aviva India and the FPAs (conventionally referred to as agents) who work on commission basis and report to Sales Managers. The HR challenges in the DSF channel are in terms of attracting, developing, motivating, and retaining people in the DSF channel. In the highly competitive market, where employee and FPA poaching is intense, the company faces difficulty in attracting and retaining the sales force. Recruitment and retention of Branch and Sales Managers are critical as they are responsible for managing and training the FPAs. The Sales Heads realize that the FPAs are at the core of insurance sales and hence require more attention. The case discusses about the new branch launch strategy and the role of managers and FPAs in ensuring success and growth.