A consistent focus for Old Mutual Mass and Foundation Cluster is the need to innovate and remain relevant across all customer touchpoints. This is according to Thakane Setsabi-Mushonga, General Manager: Customer Solutions at Old Mutual, a leading provider of financial services solutions to the South African Mass Market.

“In order to remain relevant and to keep improving our customer experience, we are driven to keep enhancing the services we provide to our customers,” says Setsabi-Mushonga.

Over the past few years, Old Mutual has embraced the transformative potential of Artificial Intelligence (AI) to improve customer experience, streamline operations, and pass tangible benefits on to customers.

Redefining Service Through AI

The impact of AI can be seen most clearly in how Old Mutual serves customers every day. Service and inquiry bots, for example, reduce holding times and allow customers to self-direct their journeys at times most convenient to them—be it after hours, during a lunch break, or on weekends.

Similarly, AI-driven automation of high-volume processes has resulted in faster turnaround times and lower costs.

Claims and disbursements that previously took days to process can now, based on set criteria, be paid out within minutes. This responsiveness not only saves customers valuable time but also enhances trust in the brand’s ability to deliver when it matters most.

Personalisation at Scale

AI also plays a crucial role in tailoring solutions to individual needs. By responsibly and securely analysing customer data, Old Mutual can provide more relevant financial advice, product suggestions, and communication. Instead of a one-size-fits-all approach, customers now benefit from insights aligned to their unique life goals—whether that is saving for retirement, investing for growth, or protecting their families.

“Through AI, we achieve economies of scale that allow us to offer more value to customers while simultaneously improving their experience,” explains Setsabi-Mushonga.

Building Trust Through Proactive Care

Trust remains at the heart of Old Mutual’s customer promise. AI supports this by proactively identifying potential issues—such as fraudulent activity or service bottlenecks—before they affect customers.

This forward-looking approach strengthens Old Mutual’s role as not just a financial partner, but also a safeguard in an increasingly digital world.

Empowering People, Not Replacing Them

While AI has been a game changer, Old Mutual emphasises the importance of the human touch over and above the value AI brings. With smarter tools and real-time insights, advisers and service teams are empowered to engage in more meaningful conversations, resolve complex issues, and guide customers with empathy.

Looking Ahead

For Old Mutual, AI is more than a technology investment—it is a reimagining of how to serve customers’ lives, goals, and futures.

“As we look to the future, we are confident that AI will continue to open new possibilities to enhance service quality. At Old Mutual, we believe the future of customer experience lies in the balance of intelligent technology and human care, working together to deliver the service our customers deserve,” concludes Setsabi-Mushonga.