As the spread of AI tools continues, a life insurance business headquartered in Singapore inks a partnership with a major player in the CRM sector.

Singapore-based Singlife is collaborating with Salesforce, the US customer relationship management platform, to launch an AI agent for Singlife’s customer service executives.

The Asian firm said it is the first insurer in Singapore to adopt Agentforce, the agentic layer of the Salesforce platform. 

“With Agentforce, Singlife’s customer service executives will have access to an intelligent AI agent capable of delivering real-time, trusted responses to a broad range of product-related questions,” Singlife and Salesforce said in a statement yesterday. “The AI agent will support faster, more accurate responses to customers, improving service quality and response times as part of efforts to improve customer experience.”

The move underscores the continuing spread of A1 use cases across financial services, including private banking and wealth management. 

Singlife is using Salesforce’s Data Cloud, the data engine built within the Salesforce platform, to ingest Singlife’s extensive knowledge base from product manuals to training guides and FAQs. 

“At Singlife, AI is more than just a tool – it is becoming a key part of how we run the business. Collaborating with Salesforce allows us to bring AI into the hands of our customer service executives in a practical way, helping them respond faster and with greater confidence,” Romil Sharma, group head of technology and operations, Singlife said.

“This AI agent also represents an early step in our broader strategy to harness AI across the company, from customer service to underwriting, claims and distribution,” Sharma added.

Singlife is the business created out of a merger in 2022 between Aviva Singapore and Singlife. In December 2024, it became a fully owned subsidiary of Japan’s Sumitomo Life Insurance Company.