Digital transformation involves re-imagining the way business is done utilizing digital technologies. It is imperative for Insurance companies to provide a strong customer experience to be competitive and distinguish their brand in the market. Recent insurance industry trends also indicate that customer experience is among the top three criteria for Insurers to be competitive. Mindtree's Experience transformation offering focuses on redefining engagement experience through a design thinking led approach across value chain (New Business, Servicing, Claims, Partner on-boarding) for Policyholders, Agents/Brokers, Claimants & Providers. The offering is supported by requirements accelerators and prototypes for visualization. Digital business models broadly involve four parts – Content (What is provided to customer i.e. Products, Awareness, and Service etc.), Customer Experience (How is it delivered i.e. Personalized, Omni Channel, Convenience etc.), Business Logistics (Visibility, Consistency, Proactive etc.) and Insights driven (Data driven intelligence embedded to process). All these components are packaged to meet the changing dynamics of a future Insurer through a re-usable framework known as MACAW Digital Insurance, offered holistically as a Digital New Business selling platform for assisted (intermediary facilitated) and non-assisted (customer direct) process applicable to both P&C and L&A Insurers.