“risk prevention, strong regulation and high-quality development” are the main lines of development for the personal risk industry in 2025. As the industry moved from expansion to improvement in quality, the life-risk chinese submitted a super-flammated 2025 performance response in the year of the “1455” intake. During the reporting period, companies achieved a net profit return of rmb 15. 778 billion, or a significant increase of 44. 1 per cent over the same period; the value of new business in one year amounted to rmb 45. 752 billion, or an increase of 35. 7 per cent over the same period; and total investment returns of rmb 38,7694 million, or an increase of 25. 8 per cent over the same period, with many figures reaching a record high。
Cai shirang, president of china's life board, evaluated his performance in 2025 by using the word “full house”。
China's core indicators for life in 2025 also highlight the following points:
(a) during the reporting period, the total premium was set at 700 billion yuan, or 729,887 million yuan, an increase of 8. 7 per cent over the same period
It has a value of rmb 1. 47 trillion and is at the top of the industry
Total assets amounted to 7. 59 trillion yuan, an increase of 12. 13 per cent over the same period
Net assets amounted to $60,839. 3 billion, an increase of 16. 7 per cent over the same period
Investment assets amounted to $7. 42 trillion, an increase of 12. 3 per cent over the end of 2024
Achieving the best investment performance in recent years, with total investment returns of $38,769. 94 million, an increase of 25. 8 per cent over the previous year
Total investment return was 6. 09 per cent, an increase of 59 basis points over the same period。
This high-growth response was particularly successful against the backdrop of deep industrial transformation and overlapping challenges. Over the past two years, the personal risk industry has been in transition and institutions have adapted to changing market environments, including restructuring of products and liabilities that are insured when interest rates are low, and accelerating population ageing to generate new needs for health security in old age。
There are no shortcuts, only hammers of their own. In 2023, the chinese people began a process of reform of the safety channel, which is anchored in long-termism and promotes the professionalization of the force of agents. The year 2025 was an expanded phase of the chinese life insurance reform, with the core goal of achieving a full-scale landing of the “seed plan” marketing layout and “hard work”。
The results of the reform have been demonstrated in terms of the specific data presented in the financial statements, and the agency workforce has been significantly “better”。
A fundamental disk is solid:
Channel premiums 55. 18 billion, value contribution 85%
The bright-eyed channel data stems from a deep-seated transformation。
The year 2025 was a crucial year for the transformation of the physical insurance industry. In april, the general financial supervisory authority issued a circular on promoting the deepening of the personal marketing reform of the personal insurance industry, requiring the industry to move from “scaling expansion” to “future growth” and to promote the professionalization, specialization and rejuvenation of sales workers, while deepening the implementation of a risk “one-stopping” and optimizing the cost structure and commission mechanisms。
In this context, china's life expectancy is in line with the trend towards regulatory orientation and industry. In 2025, the three insurance channels adhered to a high-quality development orientation, strictly implementing the requirements of the marketing system reform. Deep-farming teams functioned regularly, with enhanced and well-regulated fertility, with an equal increase of 40 per cent in the size of their individual risk multipliers, with 587,000 people at the top of the industry, a steady increase in the number of highly qualified insurance sales personnel, an increase of 2. 2 percentage points in the 13-month retention rate and 2. 3 percentage points in the proportion of persons aged 45 and under。
At the same time, as the main force for value creation, china's life-risk channel holds the fundamentals of development firmly in place. During the reporting period, the total premium for each insurance channel was 55,179 million yuan, an increase of 4. 3 per cent over the same period; of this total, the extended premium was 4,42. 85 billion yuan, an increase of 7. 9 per cent over the same period. The contribution rate of $8,9171 million for the first year and $5,214. 8 million for the first year of 10 years or more has further increased to 58. 48 per cent for the first year of a single insurance channel, making long-term operations the core ballast for value growth。
A strong push for floating revenue-type product development, with rapid growth in split risk operations during the reporting period, the share of the first-year premium contribution from one insurance channel jumped to nearly 60 per cent, providing an important support for the new policy premium. The main product is gradually reinforcing its medium- and long-term marketing orientation, with more diversified insurance periods. The top five risk categories for the first year of insurance coverage for a single risk channel fell by more than 10 percentage points compared to the previous year, with a more diversified business structure. The value of the new business in one year amounted to $39,299 million, an increase of 25. 5 per cent over the same year, and the contribution of the new business represented 85 per cent of the company as a whole。
The bright set of data is backed by the powerful impetus generated by changes and innovations in china's life-risk channels, particularly the seed scheme。
Reform engine:
Seed scheme and power engineering drive channel quality change
And those who want to do good deeds, they will surely be able to take advantage of their means。
In the past few years, the personal risk industry has been under triple pressure of “additional, lingering and weak demand” and has entered a deep adjustment period. At the heart of china's life-risk path, which moves from stress-based adjustment to value-driven, is the reform of the workforce, driven primarily by the seed scheme, which is both a new track for the layout of new marketing models and a future-oriented expansion of the frontier。
As a new approach to marketing reform, the seed scheme has fundamentally reshaped agent operating patterns and growth paths from “product promoters” to “financial insurance planners” through precision positioning of middle-end markets, building down-scaling professional roles, recruiting cross-border talent, and building institutional empowerment platforms。
The five main features of the seed scheme are:
One is the precision of positioning, focusing on the mid-end customer market in county cities and above, down-scaling, up-scaling, one-stop solutions such as health, old age, wealth management, and not limited to single-insurance sales
The second is the flatening of the structure, moving from “one-person multi-function” to “professional focus”, with the creation of three levels of roles for directors, partners and planners, and a clear division of professional work in the whole process of pre-sales demand extraction, tailoring of the sales programme and continuous services after sale
Third is the recruitment of diverse, “corporate recruitment + individual recruitment” model, targeting cross-border talent such as high-educated, highly autonomous, high-potential urban white collars
The fourth is the institutionalization of enabling systems for multi-dimensional capacity-building covering finance, marketing, health, old age and management, while providing “insurance + banking + investment” ecological empowerment based on the combined financial advantages of the group
Five is a gradual pilot, which was launched in 2023 in eight cities, such as shenzhen, and expanded to 24 cities in 2024, with a target of three to five mature pilot projects by 2025。
In 2023, the physical insurance sector gradually recovered and the seed scheme was launched in due course, with an annual increase of 12. 6 per cent in the first year of insurance coverage and a double increase in the proportion of the top performers; in 2024, the seed plan was carried out in an orderly manner and piloted in 24 cities; and by 2025, the new business value of the insurance channel was renewed. The “seeds programme” of china's life insurance channel is almost complete in its construction of a complete system of “high-level, detailed and well-established ideas”。
In the three years of chinese life, it has been proven that the transformation of the workforce is not a simple “merger efficiency”, but rather a shift in the pool of insurance agents from “scaling” to “quality improvement” through institutional innovation, the development of upgrading and ecological empowerment, an incentive to move from “single commission” to “capacity-driven”, and an exhibition from “show marketing” to “professional services” to a true “financial insurance planner” on whom clients rely。
The success of existing models provides a solid basis for future deepening. For the 2026 risk channel development plan, the assistant managing director, lan yonghong, stated that the company would continue to push for deeper reform of the marketing system, adhere to high-quality development, focus on value-creating core objectives, continuously optimize the business structure, and contribute to effective qualitative and quantitative growth throughout the year。
Omnibus permanence:
Ideas and ecology build the future city. River
Innovation is the first driver。
At the present time, the quality of the development of the industry has to return to its “client-centred” roots, while the demand for the personal risk industry has gradually moved in the direction of accelerated ageing of the population, rigid growth in health security and deep decline in inclusive finance. At the same time, the regulatory level requires the industry to “make full use of its scientific and technological empowerment and to raise the level of intellectualization of client services”。
As a “heading geese” of life insurance, chinese lives have long been characterized by high-quality development in numbers, with product-service ecology at their core, and the creation of a “life-long life-cycle” security system。
In 2025, china launched more than 170 new products in order to create a product system of multiple forms, duration and cost, which is well aligned with the development direction of the industry “to enrich the supply of products and meet the demand for diversified safeguards”. During the reporting period, the shares of life insurance, annuity insurance and new health insurance policy premiums in china were 31. 75 per cent, 32. 11 per cent and 31. 23 per cent respectively, with balanced development. Floating revenue-type operations account for nearly 50 per cent of the premiums paid in the first year, and the transformation of the business structure is well advanced。
The president of china, li myung-gwang, noted that china's life has always been client-centred, focused on diversified insurance needs, such as client annuities, life insurance and health insurance, increased supply capacity for products and services, and created a multi-support, multi-polar supply pattern of products and services. The product structure of the various channels has been continuously optimized in line with market demand, such as the rapid growth of a risk-sourced red-risk, which has become an important growth point for business development, with a significant increase in the volume of floating-yield products sold and meeting the different wealth allocation and security needs of clients。
With regard to the ecological construction of “insurance + services”, china's living welfare service eco-cosm set up in 16 cities, with 20 institutional old-age projects and the introduction of residential old-age products; in addition, the integrated financial eco-cosm is working together. The “life risk + financial risk” combination model is on the ground, with banks and insurance companies continuing to deepen and provide financial insurance services to clients throughout their life cycle。
At the service level, in 2025, chinese life intelligence claims accounted for over 75 per cent, one-stop claims were paid more than 5. 3 million directs, payments reached second-to-seconds, life insurance app accumulated 170 million users, the “tight-on-the-light” service matrix, which integrated online with nearly 2,500 lower-line cabinets, matched the industry's requirements for “uplifting full-touch service capacity”; at the operational end, ai-assisted programming codes accounted for 30 per cent, large model enablers were displayed, customer visits increased by more than 15 per cent per year, digital warranting performance exceeded 24 per cent, the security services smart clearance rate was 99 per cent, and in some areas the lack of manual compensation rate exceeded 60 per cent, resulting in a significant increase in the efficiency of industry operations。
Cai heilang, chairman of the board of directors, placed intellectual change at the centre of the company's “155” strategy, stating that digital technology, represented by artificial intelligence, would enable all aspects of insurance operations to be carried out, boosting the productivity of the industry, significantly expanding the customer base and the insured borders, and further reshaping the organizational mode of operation。
Looking ahead, based on 30 years of risk marketing, china's life will be at the centre of agent specialization, implementing the group's “333 strategy”, focusing on five major areas of reform, such as digital transformation, upgrading of business management models, full-source development, customer business and investment capacity-building, combining the professional advantages of a risk channel with the group's consolidated financial resources, in order to build a chinese-class world-class life risk company with a vision of “development excellence, innovation-driven, synergetic, efficient and modern governance”, providing replicable practical experience for industry agents to transform。
