"Her Power" | Sunshine Life Business Director Wu Jiayi: Standing Firm in the Digital Wave with Expertise and Warmth

“An insurance agent’s job is my mission to protect others’ happiness, a stage to realize my self-worth, and a lifelong partner walking alongside my clients.”

Sunshine Life Insurance Business Director and Trust Architect Wu Jiayi

This is Wu Jiayi’s thirteenth year in the industry. As the Business Director of Sunshine Life Insurance and a Trust Architect, her resume is adorned with a series of shining titles: Special Guest Speaker on CCTV’s “Bao Hui Mei Hao” program, Volunteer at the Chinese Will Registry, recipient of the China Insurance Master Platinum Award, RFC International Certified Financial Advisor, Huada Lecturer, ten consecutive years as an IDA and MDRT Million Dollar Round Table member, ten consecutive years winning the IQA International Quality Integrity Award… These titles not only record her growth from an industry newcomer to an elite leader but also witness how she elevates her work into a career that spreads warmth and security.

If I had to describe Wu Jiayi’s professional foundation in one word, it would be “guarding.” Over her twelve-year career, she has provided 3,341 insurance protections to 1,200 families, managing trust exceeding 8.3 billion yuan in coverage. She says her initial choice to enter insurance stemmed from an obsession with “guarding,” inspired by a female friend who nearly gave up treatment due to lack of protection when faced with a critical illness.

At that moment, she realized deeply that women play multiple roles in family and society—they are daughters, wives, mothers, the “cornerstone” of the family—but they also lack armor against unknown risks. The “guarding” attribute of insurance took root in her heart—it is not just a financial tool but a shield that protects women’s health and confidence.

From facing industry prejudice and family misunderstanding at the start, to now providing clients with comprehensive “people, finance, legal, tax, and stock” protection plans, Wu Jiayi’s growth story demonstrates how women can break barriers in the workplace through professionalism and resilience. When questioned by clients, she never rushes to defend but uses her feminine sensitivity and empathy to understand their anxieties, building trust through utmost professionalism. To her, a woman’s delicacy is not a weakness but an ability to perceive unspoken needs.

Now, standing at the threshold of 2026, the insurance industry is undergoing a profound shift from “product-oriented” to “customer demand-oriented.” The wave of digitalization is surging, but Wu Jiayi firmly believes that the essence of insurance is trust and empathy between people. If agents rely solely on digital tools and neglect deep insight into customer needs and emotional connection, they will lose their core value. She advocates embracing technology while maintaining the original intention of “customer-centricity,” using professionalism and warmth to stand firm amid the wave of digital transformation.

On the occasion of International Women’s Day, we converse with Wu Jiayi to hear how she uses her expertise as a torch to ignite confidence in more women facing life’s storms, showcasing her unique, gentle, yet resilient “her power.”

Selected excerpts from the interview:

Q: What initially motivated you to become an insurance agent?

Wu Jiayi: My initial choice was driven by an obsession with “guarding.” I had a female friend who, after facing a critical illness, lacked sufficient protection. She endured pain and anxiety over huge medical bills and even considered giving up treatment. This deeply made me realize that women play multiple roles in family and society and need solid protection to resist unknown risks. The “guarding” attribute of insurance attracted me—it’s not just a financial tool but an armor that safeguards women’s health and confidence. I hope to use my professionalism to help more women face life’s challenges with confidence, without having to compromise due to financial pressure.

Q: In the early days of your career, did you encounter confusion or obstacles? How did you overcome them?

Wu Jiayi: In the beginning, the biggest barriers were industry prejudice and family misunderstanding. Many still saw insurance as just “sales,” and my family worried about misjudgment, even urging me to give up; clients also questioned whether women could be professional in this field. I didn’t rush to defend myself but took action to break stereotypes: I studied policies and wealth management daily, offered free risk analyses for clients, and listened patiently to their needs, building trust through real cases and professional solutions. I believe that a woman’s sensitivity and empathy are advantages—better understanding clients’ anxieties and capturing unspoken needs. When I help clients solve problems with professionalism and sincerity, stereotypes naturally fade, and even my family, initially opposed, now support me strongly.

Q: Over these years, has your understanding of the “insurance agent” profession changed?

Wu Jiayi: After twelve years, I see this profession as more than just a job; it’s a mission to spread warmth. I started as someone earning a living, but seeing clients’ relieved expressions when they receive claims made me realize that insurance is fundamentally about responsibility. We are the gatekeepers of clients’ risks, the planners of family wealth, and companions who deliver a sense of security. For me, this career has transcended work—it’s my mission to protect others’ happiness, a stage to realize my self-worth, and a lifelong partner walking alongside my clients.

Q: What has been your biggest growth or transformation? What is your “core competitiveness”?

Wu Jiayi: My biggest growth has been evolving from a “single policy seller” to a “comprehensive wealth management expert.” When I first entered the industry, I only understood insurance policies; now, I integrate medical, legal, tax, and other resources to offer clients one-stop protection plans covering “people, finance, law, tax, and stocks.” This transformation stems from my pursuit of professionalism—I’ve obtained the RFC international financial advisor certification and delved into corporate risk isolation, asset preservation, and family wealth transfer, even becoming a “family medical steward” at Sunshine Ronghe Hospital, connecting health protection with the “last mile.”

My core strength lies in this cross-sector integration and female empathy. I can accurately identify women’s needs—such as maternal and child protection, critical illness prevention, and retirement planning—and craft professional solutions to strengthen their sense of security. I also coordinate resources like law firms and hospitals to provide value beyond insurance, making clients feel that it’s not just a policy but a comprehensive shield.

Q: Is there a landmark case that reaffirmed the meaning of your profession?

Wu Jiayi: One unforgettable client is a single mother raising her daughter alone. She worked tirelessly for a better life but overlooked her own protection. After my advice, she bought critical illness and medical insurance. Two years later, she was diagnosed with breast cancer. When the claim money arrived, she cried and told me, “This money not only saved my life but also gave me confidence to watch my daughter grow.”

This reinforced my belief in the profession. Women are often the “pillars” of the family, and their health and confidence directly impact the family’s happiness. Insurance is not a luxury but a source of strength to face risks. I want more women to realize the importance of protection and build a solid defense for themselves and their families with insurance.

Q: What are the main trends in the insurance industry now? What are the biggest challenges for agents in the digital age?

Wu Jiayi: The main trend is shifting from “product-oriented” to “customer demand-oriented,” with digital and integrated services becoming mainstream. In the coming years, insurance will deeply integrate into medical care, retirement, and wealth management scenarios, providing full-lifecycle protection plans rather than just standalone policies.

The biggest challenge for agents is maintaining “human warmth” amid technological empowerment. While online underwriting and AI tools are growing, the essence of insurance remains trust and empathy—clients need professional companionship and personalized solutions when facing risks. Relying solely on digital tools and neglecting deep understanding and emotional connection will diminish core value. We must embrace technology but stay true to the “customer-centric” principle, using professionalism and warmth to stand firm in the wave of digital change.

Q: What are your future plans for career development? Any advice for newcomers?

Wu Jiayi: I plan to continue deepening my expertise in wealth security management, leveraging Sunshine’s family wealth management services to serve more families and enterprises. I also aim to empower industry newcomers through training and sharing the value of insurance, leading my team toward becoming “social elites.”

For those entering the industry, I advise three things: first, stay true to your original intention—see insurance as a mission to protect others, not just a quick way to make money; second, deepen your professionalism—continuous learning is essential as the industry evolves; third, stay resilient—industry prejudices and client doubts are normal, but sincerity and professionalism will earn trust and growth. Female practitioners should believe in their unique strengths—use your sensitivity and empathy to shine with a distinctive power in the industry.

Text by Qian Xiaorui
Edited by Wang Xinyu and Xu Nan