Personal lines insurance group 1st Central has launched Motivo, an agentic AI proposition for motor customers that can make policy changes and manage payments. Testing shows the technology can complete tasks in around 40% of the time taken previously. Motivo will complement the group’s existing brands and target those seeking a digital-first experience.

Established in 2008, 1st Central now supports around 1.4 million customers across the home and motor sectors. Motivo, developed in partnership with Microsoft, is currently available on Confused.com.

Michael Lee, chief executive officer of 1st Central Group, said: “1st Central Group is built on proprietary technology. We have invested more than £90m since 2017 in creating an integrated technology and data engine that supports every stage of the insurance journey, from pricing and distribution to policy administration, claims and customer service. That technology has allowed us to deliver an agentic AI proposition at a speed that our competitors cannot match.”

Darren Hardman, CEO of Microsoft UK and Ireland, added: “1st Central is showing real vision by embedding AI across the motor insurance journey, making the process faster, simpler and more responsive, while keeping expert support available when customers need it.”