Expanding Service Boundaries, China Life Creates an Inclusive Finance "Warming Hearts Model"

(Source: China Ningbo Net)

Reprinted from: China Ningbo Net

As insurance products and services become increasingly popular and diverse, especially with a significant rise in inclusive insurance offerings for the general public and small micro-enterprises, the importance of protecting financial consumers’ rights and interests is increasingly highlighted. It has become the “ballast” and “lifeline” for assessing the high-quality development of the industry and maintaining a healthy and stable financial market. Currently, strengthening consumer rights protection is not only a fundamental requirement for practicing the political and people-oriented nature of financial work but also the only way for the insurance industry to remain steady and far-reaching, fulfill its inclusive mission, and gain broad social recognition. It plays an irreplaceable role in preventing and resolving financial risks, optimizing the business environment, and enhancing people’s sense of gain, happiness, and security in financial services.

As a leading life insurance company, China Life Insurance Co., Ltd. (hereinafter referred to as “China Life,” stock code: 601628.SH, 2628.HK) upholds the value orientation of “people-centered,” placing consumer rights at the core of its services. Facing new demands for social security in the new era, the company leverages technology to upgrade services, solidifies quality with professionalism, and demonstrates corporate responsibility with warmth. Through digital transformation, service model innovation, and inclusive practices, it not only leads the industry in high-quality development but also injects stable momentum into the social economy as a leader, safeguarding people’s well-being.

Digital and Intelligent Operations “Get Things Done Quickly”

Based on the new stage of digital economy development, China Life centers on customers and data-driven approaches to comprehensively advance digital finance. It innovatively applies new technologies such as artificial intelligence, big data, and cloud computing to improve operational efficiency, expand touchpoints, and enhance customer experience, making clients feel more comfortable and at ease.

Without prior experience to draw from, China Life innovated a new “Smart Operations” model based on the sharing economy concept of the internet. This model uses digital connectivity and intelligent models to integrate company resources, achieving centralized management of operations and services. It retains the advantages of traditional outlets while meeting the needs of the internet era, providing “wise services” to over a hundred million customers.

Channel Integration Breaks “Time and Space Barriers.” A complementary service matrix of “multiple online channels and comprehensive offline channels” has been created. Online, services are widely provided through China Life’s insurance app, aerial customer service, corporate WeChat customer service, and more. The insurance app has 169 million registered users, with over ten million monthly active users, offering 24/7 uninterrupted service. The “Aerial Customer Service” allows customers to handle business remotely via video calls from home, serving 2.15 million people, with a 93.78% connection rate in 2025. Starting March 2025, the innovative “China Life Insurance WeChat Customer Service” has been launched in 29 branches, with over 250,000 total services by the end of 2025. Offline, the company led the revision of the industry standard “Face-to-Face Service Norms for Life Insurance Companies” (JR/T 0049—2025), reducing waiting times at counters to four minutes. Customer service centers have evolved from traditional “policy services” to a “four-in-one” customer experience center that includes policy services, service experience, sales support, and consumer education.

Digital Intelligence Boosts Service Efficiency “Multiple Times”

By strengthening internal and external data connections, China Life has achieved full-scenario digital and intelligent services for underwriting, policy management, claims, and more. In the first three quarters of 2025, the paperless insurance rate for individual long-term policies reached 99.99%, with an intelligent underwriting review rate of 95.56%. In claims, the company launched an electronic medical invoice-based claims reporting service, pioneering fully automated workflows in the industry, with the fastest payout in seconds, truly enabling “more data to run around, fewer trips for the public.”

Inclusive Services with “Warmth and Care”

Upholding the “people-oriented” philosophy, China Life pays attention to service details and expands service boundaries with sincerity, making insurance services more than just transactions—they are filled with “care and warmth,” giving customers peace of mind.

Inclusive services address the needs of special groups. Service areas at counters provide warmth for new urban residents such as food delivery riders, couriers, sanitation workers, and traffic police. Over the past five years, the 95519 customer service hotline has provided over 70 million caring human services, offering support in 53 dialects and three minority languages. The company has set industry benchmarks for elderly-friendly services, launching the industry’s first mobile app certified for elderly and accessible use by the Ministry of Industry and Information Technology—the China Life Insurance App “Respect for the Elderly Mode.” This includes services like “One-Click Elderly Call,” “Elderly On-site Assistance,” “Special Customer Home Claims,” and “Elderly Companion Classes,” which have been recognized as top inclusive insurance cases by the China Insurance Industry Association in 2023. The company also led the drafting of the industry standard “Elderly-Friendly Service Norms for Insurance Institutions” (T/IAC 54—2025).

Innovative services for foreigners include dedicated multilingual service seats and specialized counters, using technology as a bridge and service as a medium to eliminate language barriers and lower business thresholds. This creates a “faster and warmer” internationalized financial service network, enhancing online and offline coordination. The company also reviews and optimizes existing processes to eliminate obstacles for foreign clients, ensuring they enjoy the same efficient and convenient services as domestic customers, safeguarding their basic financial needs.

Secure Consumption with “Multiple Protections”

To fully implement the spirit of the 20th National Congress and subsequent plenary sessions, and to carry out the requirements of the Central Economic Work Conference and the Central Financial Work Conference, the State Financial Supervision and Administration Commission has organized the “3.15” financial consumer rights protection education and publicity campaign themed “Clean Financial Networks, Safeguarding Peace of Mind in Consumption.”

In response to regulatory calls, China Life actively practices the political and people-oriented nature of financial work, innovating consumer financial education activities that are practical and memorable, helping to create a healthy industry environment and improve public financial literacy. During the campaign, the company focused on “serving and safeguarding people’s livelihoods, creating a clean environment,” conducting four major activities through online and offline channels. It aimed to deliver financial knowledge and consumer protection tips directly to grassroots communities, helping consumers identify and prevent risks, and fostering a transparent and orderly financial market.

China Life also showcased various smart applications in convenient services, elderly-friendly renovations, and support for new urban residents, implementing actions to help seniors bridge the “digital divide,” promoting financial literacy among new employment groups such as “Two Offices and Two Members,” and ensuring that financial services truly benefit the masses. Additionally, the company uses case studies and risk alerts to expose scams, warn of potential risks, and actively promote official complaint channels, guiding consumers to protect their rights rationally and legally.

It is understood that China Life has established a comprehensive consumer rights protection mechanism, embedding consumer rights work into corporate governance and management, and into corporate culture. It widely promotes consumer rights education through online and offline channels, improving financial literacy and safeguarding consumer rights with concrete actions. The company also collects consumer feedback at all key touchpoints, with an annual average of over 15 million evaluations. Through deep insights, it continuously optimizes service delivery to better meet consumer needs and earn recognition through professional service. Over the past five years, China Life has reached over 1.629 billion consumers through education and publicity campaigns, maintaining top industry ratings for consumer rights protection and high customer satisfaction for five consecutive years. Its regulatory service quality index remains among the best in the life insurance industry. The “Voice of Customers” initiative was selected as a “2024 National User Experience Innovation Model Case” by the China Electronic Quality Management Association under the Ministry of Industry and Information Technology.

With original intent to protect livelihoods and through innovation to strengthen services, China Life has deeply embedded the “Good Service of China Life” into its high-quality development framework. Standing at the new starting point of the “14th Five-Year Plan,” the company will continue to lead in deepening integrated operations, building digital engines, and exploring diversified supply, ensuring that the “warm-hearted” model of inclusive finance continues to grow. It aims to enhance people’s sense of gain, happiness, and security, and to compose a new chapter of “Finance for the People” in the grand vision of Chinese modernization.