Job Description:

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business

Aditya Birla Capital

Unit

Aditya Birla Health Insurance

Location

Mumbai, Delhi

Poornata Position Number of the job

Reports to: Poornata Position Number

121411

Poornata Position Title of the job

Team Leads – Online Alliances

Reports to: Poornata Position Title

Head – Direct, Online & Tele

Function

Digital Sales

Reports to: Function

Digital Sales

Department

Digital Sales

Reports to: Department

Digital Sales

Designation of the Employee

Team Leads – Online Alliances

Designation of the Manager

Head – Direct, Online & Tele

Date of writing/updation of JD

Jan 2018

1) Job Purpose: Write the purpose for which the job exists (in 2-3 lines)

The incumbent will identify, develop relationships with key online alliances of ABHI like Web Aggregators, Online Brokers etc to on-board them. The role holder will also Identify opportunities to add sales counters and revenue streams from existing partners. He will also segment customers and identify online players catering to desired customer segments and then forge alliances with them to drive revenue achievement. He will also work and lead cross functional teams of ABHI to ensure timely delivery of online integration, sales processes and other initiatives taken up from time to time.

He will engage at various levels of sales hierarchy of the partner to ensure that there is enough buzz at the point of sales around ABHI Products to ensure that ABHI is the most preferred partner and thereby achieve topline and bottom-line targets. Keep a close tab on the competition and ensure ABHI is the most preferred partner.

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.

Team Size (Department Workforce Number)

Particulars

FY 18

FY 19

FY20

Direct

1

1

2

Overall Topline (GWP in Rs million)

Web Aggregators

FY 17-18

FY 18-19

FY 19-20

Gross Written Premium

32

76

121

Fresh GWP

32

52

69

Renewal GWP

0

24

53

Average Ticket Size - RHI

11,665

14,317

14,652

Average Ticket Size – FB

1,788

1,826

1,923

Business development – Client acquisition

Number of new clients acquired: 10 in 3 years

Business Ratios

Retail

FY18

FY19

FY20

Claims Ratio

%

41%

51%

52%

Expense Ratio

%

324%

141%

86%

Combined Ratio

%

365%

192%

138%

3) Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section

About the Health Insurance Industry –

While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalised service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself.



This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.

Market Opportunities – With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as intentions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness perks which would help them meet their end objectives and bring in profitable revenue source for the company.

About the Aditya Birla Health Insurance –

Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016.

ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to. As the 6th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itself though the unique business proposition of “Health Insurance for All”, a one of a kind proposition in India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer’s experience of our proposition is continuous and seamless.

ABHI’s unique offering to market includes proposition includes -

- A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy
- A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1
- ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products.
- ABHICL’s vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.





Key Challenges for the role –

- Achieve desired mindshare in a competitive space.
- Doing business on “our terms” (w/o being highest in terms of payouts for instance)
- Continuously benchmark our proportion with that of competition, identify gaps and address.
- Different type of health Insurance Business – not commodity selling but concept selling – blue ocean
- Introducing the concept of incentivized wellness to a nascent market, and then to create its acceptance and market thereby.
- Building distributor value proposition – much more time consuming – more comprehensive dialogue and much deeper

post sale and pre-sale communication is required to sell

4) Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)

Key Result Areas

Supporting Actions

Develop robust distribution channels to achieve top-line growth and increase market share by building & Enhancing right capacity.

- Collaborate with respective counterparts to create plans of growth for each Alliance.
- Source & develop new channel partners to enhance distribution
- Conduct structured meetings to understand market trends, requirements and create new strategic initiatives

GWP Targets

- Achievement of GWP targets at a channel/product level.
- Understanding and assisting the targets and realigning the services to build best in class services module

Commissions and payouts

- Track and ensure timely payment of commissions Keep track of dashboards
- Lead and drive identification of new channel partners within “our terms” (w/o being highest in terms of payouts for instance)

Drive key service differentials for customer retention and engagement

- Create and encourage process improvements and drive current initiatives to improve customer interaction and engagement at alliances level.
- Encourage and assist team to identify and improve areas of service excellence.
- Execute ideas identified above to improve alliances association and therefore retention.

Reports and other support to channel

- Support Channel with all resources, information, tools to ensure servicing of channels in a self-reliant way
- Look for alternative options and It support required which can enable the channel partners so they are self-reliant for data needs.

Compliance

- Ensure all the line integrations are compliant in terms of agreements etc.
- Assist in compliance checks required at the end of financial year

Team Management

- Recruit the best talent from the available clutter
- Mentor, supervise and coach and well as provide direction to subordinates.
- Facilitate development of skills of sub-ordinates to enable them to perform and achieve their roles as well as take on higher responsibilities.

5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Deputy Manager (Online Alliances): To build the relationships with online distributors, Web Aggregators and work with them to ensure integration and capturing mindshare on the floor to drive campaigns and thereby sales to ensure achievement of topline and bottomline targets. He will also be responsible to integrate and co-own campaigns by partners to ensure maximum yield. He will also lead the acquisition of new strategic partnerships for Online and Digital Alliances to enhance the revenue for the channel.

📌 TL_Direct_Bangalore (Karnataka)
🏢 Aditya Birla Group
📍 Karnataka