Frequently Asked Questions
People also ask
Who is the CEO of Appice?
Tarun Anand is the co-founder and CEO of Appice. He co-founded the company with Dilip Mistry (COO) and Ashish Luthra (CPO). Tarun leads strategy, vision and customer relationships across Banking, Telco, Healthcare, Insurance, Wealth and Government.
What is Appice?
Appice is the Action Layer for regulated industries — an AI-driven real-time decisioning and execution platform. It senses customer signals across your systems, decides the next best action using AI models and compliance rules, and executes that action across push, SMS, email, WhatsApp, in-app and web channels in under 200 milliseconds. Built for Banking, Telco, Healthcare, Insurance, Wealth Management and Government.
What is Appice used for?
Enterprises use Appice for real-time decisioning use cases: next-best-action campaigns, fraud-aware cross-sell, churn prevention, policy-lapse prevention, patient adherence outreach, citizen engagement, recharge triggers, and any scenario where the right action must reach the right customer in the moment a signal arrives, not the next morning.
Is Appice a CDP or a CRM?
Neither. A CDP describes customers; a CRM tracks sales relationships. Appice decides what to do with customer signals and executes the resulting action across channels. Appice sits alongside your existing CDP or CRM as the decisioning and execution layer — what we call the Action Layer.
How is Appice different from CleverTap, MoEngage or Braze?
Three differences. First, Appice is real-time decisioning, not batch campaign orchestration — decisions happen in under 200 milliseconds of the signal, not the next scheduled run. Second, Appice runs on-premise or in your private cloud so PII never leaves your perimeter. Third, Appice is purpose-built for regulated industries with audit-ready decisioning and compliance enforced at the model level.
Where is Appice headquartered?
Appice is headquartered in India, with operations and customers across India, the Middle East, Singapore and the United Kingdom. The platform is deployed in production at Tier-1 financial institutions, telcos and government agencies across these regions.
Who founded Appice?
Appice was co-founded by Tarun Anand (CEO), Dilip Mistry (COO) and Ashish Luthra (CPO). Tarun leads strategy and customer relationships; Dilip drives operations and customer success; Ashish leads product, engineering and platform architecture.
Can Appice run on-premise?
Yes. Appice supports on-premise, private cloud, and hybrid deployment. PII never leaves your perimeter — Appice's Central Notification Service (CNS) preserves customer privacy while still delivering 1:1 personalisation at scale. This is the core architectural choice that makes Appice the right fit for regulated industries.
Is Appice compliant with ISO 27001, SOC-2 and PCI-DSS?
Yes. Appice is ISO 27001, SOC-2 and PCI-DSS compliant, and supports India's DPDP Act and the EU GDPR. Every decision the platform makes is logged with full audit trail. Compliance is enforced inside the decisioning step itself — not as a downstream filter — which is what makes Appice safe for use in banking, healthcare and government deployments.
Does Appice support AI agents?
Yes. Appice's Allyvate layer runs agentic AI for marketing teams — autonomous agents that propose next-best-actions, optimise campaigns, generate copy and answer data questions. All agentic actions sit inside the same compliance and audit envelope as the rest of the platform.
Is Appice a startup?
Appice is in production at Tier-1 banks, telcos and government agencies, but also runs Appice Liftoff — a startup programme that gives early-stage regulated-industry founders the full platform free for two years. The same platform that runs at Yes Bank and Airtel is available to a Series-A insurtech in Bengaluru.
