Resolving Public Concerns, Benefiting People's Livelihoods, Warming Hearts! "China Life Good Service" Safeguards Worry-Free Consumption

Under the strategic leadership of the country’s vigorous promotion of inclusive finance and efforts to expand the coverage and accessibility of financial services, the banking and insurance industries are integrating into the national economy and people’s livelihoods like never before. They have become key forces in “benefiting and serving the people,” supporting the real economy, and safeguarding the well-being of citizens.

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 more prominent than ever. It has become the “ballast stone” 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 essential for the insurance industry’s steady and long-term growth, fulfilling its original inclusive mission, and gaining broad social recognition. It plays an irreplaceable role in preventing and resolving financial risks, optimizing the business environment, and enhancing the public’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” principles, 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 pursuit of a better life.

Digital Intelligence Operations “Fast-Track”

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

Image: Convenient digitalized services at the counter

Without prior experience to draw from, China Life innovatively launched the new “Smart Operations” model based on the sharing economy concept of the internet. This model uses digital connectivity and intelligent models to integrate all 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 “smart services” to over a hundred million customers.

Service channel integration “breaks spatial and temporal limits.” 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 transactions remotely via video calls without leaving home, serving 2.15 million people, with a 93.78% connection rate in 2025. Since March 2025, the new “China Life Insurance WeChat Customer Service” has been launched in 29 branches, serving over 250,000 people by the end of 2025. Offline, the company led the revision of the industry standard “Counter Service Norms for Life Insurance Companies” (JR/T 0049—2025), reducing wait times to four minutes. Customer service centers have evolved from traditional “policy services” to a “four-in-one” customer experience center that includes policy services, experience centers, sales support, and consumer education bases.

Digital intelligence drives “multiplicative” service efficiency. By strengthening internal and external data connections, China Life has achieved full-scenario digital and intelligent services for underwriting, policy management, and claims. 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, it launched proactive electronic medical invoice reporting, achieving industry-first full-process unmanned operations with instant fund transfers, truly enabling “more data to run around, fewer trips for the people.”

Inclusive Services “Warm and Thoughtful”

Upholding the “people-first” philosophy, China Life meticulously refines service details and expands service boundaries, making insurance not just a business but also a gesture of “care and warmth,” giving customers peace of mind.

Inclusive services cater to special groups’ needs. A dedicated convenience zone at counters provides warmth and care for new urban residents like food delivery riders, couriers, sanitation workers, and traffic police. Over the past five years, the 95519 customer service hotline has provided over 70 million warm human services, offering support in 53 dialects and three minority languages. It has set industry benchmarks for elderly-friendly services, launching the first mobile app in the industry with Ministry of Industry and Information Technology certification for aging and accessibility—the China Life Insurance App “Respect for the Elderly Mode.” This includes services like “one-touch elderly call center access,” “dedicated in-person accompaniment for seniors,” “home claims for special customers,” and “elderly companionship classes.” It was recognized as one of the top 20 exemplary cases of inclusive insurance in 2023 by the China Insurance Industry Association and led the drafting of the industry standard “Elderly-Friendly Service Norms for Insurance Institutions” (T/IAC 54—2025).

Image: Elderly-friendly services

Innovative financial services for foreigners include dedicated multilingual service seats and specialized counters where conditions permit. Using technology as a bridge and service as a medium, these efforts effectively eliminate language barriers and lower business thresholds, building a “faster and warmer” internationalized financial service network. The company also reviews and optimizes existing service processes to eliminate obstacles faced by 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 deployment requirements of the Central Economic Work Conference and the Central Financial Work Conference, the State Financial Supervision and Administration Bureau has organized the “3.15” financial consumer rights protection education and publicity campaign themed “Clean Financial Networks, Safeguard Peace of Mind Consumption.”

In response to regulatory calls, China Life deeply practices the political and people-oriented nature of financial work, innovating consumer financial protection education that is practical and memorable. This helps create a healthy industry environment and improves public financial literacy. During the campaign, the company focused on “serving and safeguarding people’s livelihoods and creating a clean environment,” utilizing online and offline channels to promote financial knowledge and consumer protection tips directly to grassroots communities, helping consumers identify and prevent risks, and fostering a clean and orderly financial market environment.

Image: Financial protection knowledge classroom

China Life also showcases its smart applications in convenient services, elderly-friendly renovations, and support for new urban residents through various forms, implementing initiatives to help seniors bridge the “digital divide,” promoting financial literacy among new employment groups like “two offices and two members,” and ensuring that financial services truly benefit the broad public. 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, enhancing their risk awareness and self-protection capabilities.

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 education through online and offline channels, improving financial literacy and safeguarding consumer rights with concrete actions. The company also captures consumer feedback at all key touchpoints and journeys, with an annual collection of over 15 million consumer evaluations. Through deep insights, it continuously optimizes service supply to better meet consumer needs, earning recognition through professional service. Over the past five years, China Life has reached over 1.629 billion consumers through education and publicity, maintaining top industry ratings in consumer rights protection and high customer satisfaction for five consecutive years. Its regulatory service quality index remains among the best in the life insurance sector. 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.

Upholding the original intention to protect livelihoods and driven by innovation, China Life has deeply embedded the “China Life Good Service” into the high-quality development process. Standing at the new starting point of the “14th Five-Year Plan,” the company will continue to lead in deepening integrated operations, forging digital engines, and exploring diversified supply, ensuring that the “warm and caring” model of inclusive finance continues to grow, injecting lasting momentum into enhancing people’s sense of gain, happiness, and security, and writing a new chapter of “finance serving the people” in the grand vision of Chinese modernization.