China Life expands service boundaries to create a warm example of inclusive finance

(Source: Hebei Legal Daily)

In recent years, China Life Insurance Company Limited has built a “warm care” model for inclusive finance by empowering with technology, strengthening with professional expertise, and showing a sense of responsibility, safeguarding people’s better lives.

Intelligent and data-driven operations “get things done right away.” China Life has innovated and launched a new “Rui Operations” model to achieve centralized, intensive service management. On the online side, its life insurance app has 169 million registered users, with monthly active users exceeding 250k; the “airborne customer service” allows customers to handle business without leaving home, serving 2.15 million people in 2025 with a connection rate of 93.78%; and the “Qiwe customer service” has been in operation for 10 months, serving more than 250k people. On the offline side, it has led the revision of industry service standards, reducing waiting at the counter to 4 minutes, and transforming the counter into a “four-in-one” experience center. Driven by digital intelligence, the paperless underwriting rate for individual long-term insurance approaches nearly 100%, the intelligent review rate for underwriting approval is 95.56%, and medical e-invoice claims have achieved full end-to-end unmanned operations, with funds credited in as fast as seconds.

Inclusive services “warm and thoughtful.” The company sets up convenient service zones at its counters to provide caring support for new residents and outdoor workers. The 95519 hotline has provided staffed service for more than 70M person-times over the past five years and offers 53 dialect services. It has built an aging-friendly benchmark: the life insurance app’s “Respect for Seniors Mode” has received certification from the Ministry of Industry and Information Technology, supported by services such as “one-tap connection to staffed service when calling for seniors” and “exclusive accompaniment for in-person visits at the counter,” and it has taken the lead in drafting industry aging-friendly standards.

Peace of mind for consumer spending “more protection.” Actively responding to the “3·15” financial consumer protection education and publicity activities, China Life carried out four major themed campaigns to promote financial knowledge directly to the grassroots. By explaining fraud schemes and insurance coverage “through real cases,” it guides consumers to protect their rights according to law. The company has already established a full-process consumer protection mechanism, embedding consumer protection into every aspect of corporate governance. Each year, it collects consumer ratings from more than 15 million people. Over the past five years, concentrated education and publicity reached 1.63B person-times, regulatory evaluations have consistently ranked near the top in the industry, customer positive review scores have remained at a high level for five consecutive years, and the results were selected as “National Typical Cases of User Experience Innovation.”             Li Cong  Liu Hui 

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