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ABCD makes finance SimpliFied

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ABCD makes finance SimpliFied

Meet SimpliFi, the personal financial assistant to over 9.3 million users. Integral to ABCD, the AI-powered Aditya Birla Capital Digital app, SimpliFi offers convenient and personalised guidance on spending, credit and health, along with access to multiple products and first-of-its-kind features. The advantages to users are many.

For example, do you lose track of your monthly spends on travel and food and wish there was a warning signal that could help you stick to your budget? Has your credit score dropped because you forgot to pay your credit card bill last month? Or are you struggling to determine how much health insurance coverage is sufficient for your family?
 

There’s an app for that

It’s not uncommon for people to get overwhelmed and confused by financial decisions. Nor is everyone informed enough to understand the financial minutiae of various saving, investment, loan and insurance products. That’s why Aditya Birla Capital Digital has AI-powered its omnichannel D2C app ABCD with intelligent features, nudges and even a personal finance assistant called SimpliFi. The AI helps bridge the gap between financial tracking and action, and empowers users to take smart financial decisions.

Aditya Birla Capital Digital is a subsidiary of Aditya Birla Capital, the financial services arm of Aditya Birla Group, which provides a comprehensive suite of solutions across loans, investments, insurance and payments. The ABCD app is aligned with the mission to simplify finance and deliver hyper-personalised, intelligent and seamless customer experiences. Another noteworthy digital offering is the Udyog Plus B2B platform for micro, small and medium enterprises .
 

SimpliFi-ing personal finance

The ABCD app has already evolved rapidly. With a portfolio of 26+ product categories across savings, investments, credit and insurance, and with a huge customer base of over 9.3 million users, it has emerged as a leading one-stop-shop for every financial need of consumers across every stage of life.

The AI integration in October 2025 has further reinforced the app’s customer-centric appeal. Imagine being able to manage your health and investments and also keep tabs on spends on a single platform, instead of juggling through multiple apps, statements and reminders. Or being able to check category-wise expenses and make monthly comparisons of the household budget with a single prompt.

  • The AI-powered SimpliFi personal finance assistant on ABCD does all that and more. 
    SimpliFi: A suite of 7 AI-powered features that act as a personal finance assistant, with personalised insights across credit, health and spending under the My Track section. 
  • Market Pulse, Smart Signals and Goal Compass are features which bring together intelligence, alerts and guidance on market movements, portfolio insights, recommended actions, and goal planning with multi-asset categories on one platform.
  • Know Your Policy: Decodes any health insurance policy. It instantly shows coverage details and compares alternatives, enabling customers to make informed health insurance choices.
  • Protection Amplified: 360-degree protection with Health Track and a health-saver card that offers benefits such as dental and eye check-ups, pharmacy discounts, nutrition assistance, and even a digital will for legacy planning.
  • ConseQuest: A first-of-its-kind life-simulation game, which transforms financial education and awareness into an engaging, interactive experience.
     

Track to transform

At the core of the SimpliFi assistant is the My Track feature, which tracks the customer’s spends, investments and health in one place for greater visibility. Based on this information, SimpliFi sends selective prompts and contextual nudges to guide the investor to take the necessary action.

  • Portfolio Track provides consumers a live statement of their net-worth by giving a consolidated view of their entire holdings across asset classes and providers, including returns, asset allocation, diversification and risk exposure. SimpliFi sends timely nudges on portfolio movements, flagging emerging risks and prompting portfolio reviews, if needed.
  • Spend Track enables consumers to understand their spending patterns by providing category-wise expenses, monthly budget comparisons and more at a single prompt.
  • Using a simple selfie scan, Health Track can provide a snapshot of 22 key health and lifestyle indicators encapsulated in an easy-to-understand wellness score. Users can do monthly self-checks for self and family members to observe patterns over time. Periodic prompts and guidance can help promote healthier lifestyle habits.

 

GenAI for users

Meanwhile, Aditya Birla Capital is also deploying GenAI across the organisation. It is enhancing tele-sales, service and the retention journey with Gen AI voice bots. And it is embedding Agentic AI applications into customer journeys from onboarding and underwriting to claims management to reduce processing and turnaround times and costs.

Not surprisingly, the at-scale use of AI-based digital transformation won Aditya Birla Capital the Global Celent Model Bank Award 2025 for drivingexcellence in Generative AI recognition last year. The company was also recognised as Microsoft’s Top 50 Early Adopters in Gen AI at IGNITE 2024, USA. More crucially, this has differentiated it as an enterprise that puts intelligence, foresight and customer centricity at the heart of its entire operations.

The ABCD app’s SimpliFi personal assistant exemplifies this as it goes beyond dashboards and reports to turn information into personalised guidance and action so that consumers not only have visibility on their financials, but are also guided to take better decisions and build better financial habits over time.
 

Box: GenAI for excellence

As one of the earliest adopters of AI at scale in the financial services sector, Aditya Birla Capital is leveraging GenAI to optimise its operations and enhance productivity.

Its enterprise-wide Gen AI Centre of Excellence, which was set up in 2023 to build scalable applications across businesses, has deployed over 22 live GenAI use cases to drive growth, productivity, engagement and experience. This includes a suite of GenAI tools like Sales Assist, Service Assist, Audit Assist and Marketing Assist that automate workflows and improve customer engagement.

  • Sales Assist provides AI-based training, role plays and instant product support to sales teams to drive productivity. 
  • Service Assist helps contact centre agents to handle customer queries and process requests more speedily to improve customer satisfaction. 
  • Audit Assist and Marketing Assist have reduced turnaround times by automating audit and marketing workflows.

References:

https://abconeprod.azureedge.net/-/media/ABCL/pdf/Press-release/030226_ABCL-Results-Press-Release.webp?extension=webp&revision=69753347-0f9e-4ca7-b897-e54479fc6e59&modified=20260203112438
https://abconeprod.azureedge.net/-/media/ABCL/pdf/Press-release/081025Press-ReleaseAditya-Birla-Capital-Accelerates-AIFirst-Strategy-with-Enterprisewide-Innovations.webp?extension=webp&revision=11b824d7-ae99-4c24-b428-1340ea6ab1c6&modified=20251008111356
https://economictimes.indiatimes.com/industry/banking/finance/abcd-app-introduces-ai-powered-nudges-to-guide-everyday-financial-decisions/articleshow/126191754.cms?from=mdr
https://www.livemint.com/focus/my-track-on-the-abcd-app-a-smarter-way-to-track-health-spends-and-investments-11769774591997.html
https://bfsi.eletsonline.com/aditya-birla-sun-life-insurance-partners-with-artivatic-ai-to-launch-ai-ml-based-smart-underwriting-platform/