How L&G will deploy Microsoft Dynamics 365 Contact Center to serve millions of retail customers

Legal & General (L&G), a UK-based financial services group and global investor, has entered into a multi-year collaboration with Microsoft to deploy a new customer service platform powered by Dynamics 365 Contact Center in its Retail business. 

L&G's retail business serves 12.4 million customers and manages a variety of products, including annuities, lifetime mortgages, and workplace pensions. In recent years, the company has made digital innovation a central strand of its customer-focused approach. Achievements include rolling out a workplace pension app and streamlining its claims process for protection products, significantly reducing wait times for customers, according to the company. 

The new contact center platform will build on this digital groundwork, aiming to take the company's service experience to the next level with personal, responsive service that helps customers make the best decisions at every stage of their financial journeys, according to the company.

Craig Brown, COO for Retail at L&G, describes the deployment of the new platform as "a step change in how the business operates." 

Brown told MSDW that frontline agents handling workplace savings, retail protection policies, and annuities will be the first to use the platform, which will roll out in the first half of 2026. The rollout will continue in phases over the next several years, with the first phase focusing on workplace savings schemes, retail protection policies, and annuities.