Sanad Assurance Unveils Assia, Morocco's First AI Virtual Advisor for Policyholders

Assia: Morocco's First AI Virtual Advisor for Policyholders

On Thursday, September 18, AtlantaSanad Assurance introduced "Assia," an AI-driven virtual assistant for policyholders. It's presented as the first of its kind in Morocco's insurance sector. More than a scripted chatbot, Assia is positioned as a virtual advisor that helps clients get things done.

For insurance teams, this is a signal. Digital service is moving from FAQs to guided decisions and completed transactions.

Why a "virtual advisor" matters

• Understands intent and context, not just keywords.
• Can execute tasks end-to-end: policy updates, claims guidance, payments, and document requests.
• Personalizes answers using account data with proper consent and guardrails.
• Hands off to human agents when the issue is complex or high risk.

High-impact use cases to deploy now

• Claims: First notice of loss, guidance on required documents, status updates, and appointment scheduling.
• Policy servicing: Address changes, certificate of insurance, coverage explanations, renewals, and cancellations.
• Quoting and underwriting intake: Pre-qualify prospects, gather risk details, and route to the right channel.
• Billing and payments: Premium reminders, payment links, and receipts.
• Agent enablement: Quick policy lookups, product FAQs, and compliance prompts during calls.

Implementation blueprint

• Scope: Start with 10-20 clear intents (claims status, endorsements, payments). Add breadth once accuracy is proven.
• Data and systems: Integrate CRM, policy admin, claims, and content repositories. Use retrieval over your policy wording and procedures.
• Guardrails: Consent flows, PII masking, and predefined escalation paths to licensed staff.
• Human in the loop: Live-transfer rules for vulnerable customers, disputes, or high materiality requests.
• Testing: Red-team with edge cases, multilingual prompts (Arabic/French), and domain slang.
• Rollout: Pilot on web, extend to WhatsApp/IVR, then agent desktops.

KPIs that prove value

• Containment rate (self-service completion) and first contact resolution.
• Average handle time and queue time reduction.
• Accuracy of answers vs. policy wording and procedures.
• Escalation rate and reasons (to improve intents and training data).
• Customer satisfaction (CSAT/NPS) and cost-to-serve.
• Claims cycle time and quote-to-bind conversion where applicable.

Risk controls you need from day one

• Privacy: Respect consent, minimize data, and log access. See Morocco's data authority, the CNDP here.
• Compliance: Align scripts and advice with product filings and local regulations. ACAPS guidance is here.
• Quality: Ground answers in approved documents, restrict free-form generation, and monitor hallucinations.
• Security: Isolate environments, control secrets, and audit interactions end-to-end.
• Fairness and accessibility: Test for bias, multilingual clarity, and support for vulnerable customers.

What this signals for the market

Customer expectations are shifting to 24/7, accurate, and actionable service. A first mover sets the benchmark; others will follow with their own advisors.

Agents won't be replaced. They'll handle exceptions, advice-driven sales, and complex claims while an assistant clears routine work and preps context.

How to get your organization ready

• Map the top friction points across claims, servicing, and sales. Prioritize intents that cut wait times.
• Stand up an AI governance squad (ops, IT, legal, compliance, and distribution).
• Pick the platform, define guardrails, and wire it to your systems before scaling channels.
• Co-design with agents and contact center leaders. Train staff on new workflows and escalation.
• Pilot, measure, iterate. Expand only after hitting accuracy and CSAT thresholds.

Upskill your team

If you need structured training for roles across claims, underwriting, and CX, explore practical AI coursework by job function here.

Assia marks a clear step for Morocco's insurance sector. If you manage claims, service, or distribution, now is the time to plan your own virtual advisor and set the standard your customers will come to expect.