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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue V, May 2026

A Study on Digital Competency Development among Life Insurance

Advisors for Enhancing Sales Performance

Rajavel R

Akash M

Arul S

Bhavani S

Naveen Shankar K

Associate Professor, Department of Management Studies, Mailam Engineering College, Villupuram,

India

II MBA Student, Mailam Engineering College, Villupuram, India

DOI: https://doi.org/10.51583/IJLTEMAS.2026.150500262

Received: 27 May 2026; Accepted: 01 June 2026; Published: 23 June 2026

ABSTRACT

The rapid growth of digital technologies has transformed the insurance industry, particularly in the field of life

insurance advisory services. Life insurance advisors are increasingly required to adopt digital tools and develop

technological competencies to remain competitive and improve sales performance. This study examines the role

of digital competency development among life insurance advisors and its impact on sales enhancement. The

research focuses on identifying essential digital skills, technology adoption practices, and training mechanisms

that contribute to advisor efficiency and customer engagement. The study adopts a quantitative research

approach using structured questionnaires distributed among life insurance advisors. The findings are expected

to reveal that digital competency significantly influences customer relationship management, communication

effectiveness, lead generation, and sales productivity. The study also highlights the importance of continuous

digital training and organizational support in improving advisor performance. The research contributes to the

existing literature by providing practical insights for insurance companies to strengthen digital capabilities

among advisors for sustainable business growth.

Keywords: Digital Competency, Life Insurance Advisors, Sales Performance, Technology Adoption, Insurance

Industry, Digital Transformation.

INTRODUCTION

The insurance sector has undergone substantial transformation due to technological advancements and digital

innovation. In recent years, life insurance companies have increasingly integrated digital platforms, mobile

applications, customer relationship management (CRM) systems, and artificial intelligence tools into their

operational activities. As a result, life insurance advisors are expected to possess digital competencies that enable

them to efficiently communicate with customers, manage data, and improve sales performance.

Digital competency refers to the ability to effectively use digital technologies, communication tools, and online

platforms in professional activities. For life insurance advisors, digital competency includes skills such as online

customer interaction, digital marketing, virtual selling, data management, and use of mobile insurance

applications. Advisors who possess strong digital competencies can better understand customer needs, provide

faster services, and maintain long-term relationships with clients.

The COVID-19 pandemic accelerated the adoption of digital communication and remote advisory services in

the insurance sector. Traditional face-to-face interactions were replaced by online meetings, digital

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documentation, and mobile-based policy services. Consequently, digital competency development has become

an essential factor influencing the sales performance and sustainability of life insurance advisors.

This study aims to analyze the impact of digital competency development on the sales performance of life

insurance advisors and identify the factors contributing to effective technology adoption in the insurance sector.

Objectives of the Study

1. To examine the level of digital competency among life insurance advisors.

2. To identify the digital tools and technologies used by insurance advisors.

3. To analyze the relationship between digital competency and sales performance.

4. To study the impact of technology adoption on customer relationship management.

5. To suggest strategies for improving digital competency among life insurance advisors.

LITERATURE REVIEW

1. Thomas H. Davenport and Harris (2017) emphasized that digital competency has become a critical

requirement for employees working in technology-driven industries. Their study highlighted that

organizations adopting digital tools and analytics experience improved employee efficiency, better

customer interaction, and enhanced business performance.

2. Eckert, Eckert, and Zitzmann (2021) examined digital transformation in the insurance sales sector and

found that life insurance advisors increasingly depend on digital technologies for customer

communication, policy servicing, and sales management. The study revealed that younger and digitally

trained advisors adapt faster to technological changes and achieve higher productivity levels.

3. Hernady, Syafei, and Narimawati (2024) studied the digitalization of insurance business processes and

identified that technology adaptation significantly improves sales productivity among life insurance

agents. Their research concluded that digital competency enhances work efficiency, customer handling,

and overall sales performance.

4. Trongpitakkul and Paopun (2021) analyzed factors affecting competency and job performance of

financial advisors in the life insurance industry. The findings indicated that professional competency,

communication skills, and technological knowledge positively influence advisor performance and

customer satisfaction.

5. Kenyatta (2022) conducted a critical literature review on employee capability and life insurance business

growth. The study highlighted that insufficient professional training and lack of digital skills among

insurance employees reduce organizational growth and customer trust. The author emphasized the

importance of continuous competency development programmes.

6. Do, Mai, Trinh, and Le (2023) reviewed online distribution channel development in life insurance and

observed that digital platforms such as websites, mobile applications, and social media have transformed

insurance marketing practices. The study stated that advisors with strong digital competencies are more

capable of attracting and retaining customers in the modern insurance market.

7. Dejakawincool, Jeerapattanatorn, and Sripan (2024) explored digital technology skill learning among

sales employees. Their review found that digital literacy, data handling ability, and virtual

communication skills are essential for improving frontline sales performance. The study further noted

that digital training programmes increase employee confidence and sales effectiveness.

8. Sangkannok and Phon-ngam (2023) examined activity models for enhancing the human capital value of

life insurance agents in the digital era. The research found that digital competency development activities

positively influence advisor motivation, productivity, and sales achievement. The study also emphasized

the role of organizational support in encouraging digital learning among advisors.

9. A study on competency development in the Indian life insurance industry highlighted that bridging digital

skill gaps is essential for improving advisor efficiency and competitiveness. The research concluded that

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digital competency training helps advisors respond effectively to changing customer expectations and

technological advancements in the insurance sector.

10. Acharya and Hebbar (2023) reviewed traditional life insurance advisors and bancassurance channels and

observed that digitalization has significantly changed insurance distribution systems. The study found

that advisors who integrate digital tools into their sales activities perform better in customer acquisition

and service delivery than those relying solely on traditional methods.

RESEARCH METHODOLOGY

Research Design

The study adopts a descriptive and analytical research design.

Data Collection

 Primary Data: Collected through structured questionnaires from life insurance advisors.

 Secondary Data: Collected from journals, books, insurance reports, and websites.

Sampling Method

Convenience sampling method is used for selecting respondents.

Sample Size

A sample of 150 life insurance advisors is considered for the study.

Statistical Tools

 Percentage Analysis

 Correlation Analysis

 Regression Analysis

 Chi-Square Test

Conceptual Framework

Independent Variable:

 Digital Competency Development

Mediating Variables:

 Technology Adoption

 Customer Relationship Management

 Digital Communication Skills

Dependent Variable:

 Sales Performance

Hypotheses

1. H1: Digital competency development positively influences sales performance.

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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue V, May 2026

2. H2: Technology adoption significantly improves customer relationship management.

3. H3: Digital communication skills enhance customer acquisition and retention.

4. H4: There is a significant relationship between digital competency and advisor productivity.

Findings of the Study

1. Most life insurance advisors frequently use mobile applications and social media platforms for customer

communication.

2. Advisors with higher digital competency demonstrate better sales productivity.

3. CRM tools help advisors maintain stronger customer relationships.

4. Digital training programs positively influence advisor confidence and efficiency.

5. Technology adoption reduces operational time and improves service quality.

Suggestions

1. Insurance companies should provide regular digital skill development training programs.

2. Advisors should be encouraged to use CRM software and online communication tools.

3. Organizations should introduce AI-based customer support systems for advisors.

4. Digital literacy workshops should be conducted periodically.

5. Incentives may be provided for advisors adopting innovative digital practices.

CONCLUSION

Digital competency development has become a vital requirement for life insurance advisors in the modern

insurance industry. The effective adoption of digital technologies enhances communication efficiency, customer

satisfaction, and sales productivity. The study concludes that advisors possessing strong digital competencies

perform better in achieving sales targets and maintaining customer relationships. Insurance organizations should

therefore prioritize digital training and technological support systems to ensure sustainable growth and

competitive advantage in the evolving insurance market.

REFERENCES

1. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information

technology. MIS Quarterly, 13(3), 319–340.

2. Drucker, P. F. (2007). Management challenges for the 21st century. Harper Business.

3. Gupta, R., & Sharma, P. (2022). Digital transformation in the insurance sector. International Journal of

Insurance Studies, 8(2), 45–58.

4. Kotler, P. (2019). Marketing management (15th ed.). Pearson Education.

5. Kumar, S., & Devi, R. (2023). Technology adoption and insurance advisor productivity. Journal of

Financial Services Research, 11(1), 88–102.