China Life Insurance Company Limited has been recognized as an "Outstanding Institution in Financial Consumer Protection" at the 2026 Golden Stone Award and Financial Consumer Protection Excellence Case Selection, organized by Sina Finance. The company was honored for its case submission titled "Building a Comprehensive Consumer Protection Framework to Safeguard People's Quality of Life."
The case outlines China Life's "1228" consumer protection strategy, which emphasizes a people-centric approach, full employee participation, end-to-end process management, and enhancements in both the importance attached to consumer protection and the company's operational standards. This framework covers eight key areas: organizational management, systems and processes, daily operations, complaint handling and dispute resolution, education and publicity, performance evaluation and incentives, team building, and supervision and inspection. The goal is to integrate consumer protection throughout all business processes and achieve qualitative improvements in these mechanisms.
To enhance customer experience, China Life has renovated over 802 service counters, adding age-friendly and accessible facilities such as reading glasses for elderly clients. Dedicated staff assist with smart device usage, special counters are available, and cash payment options are retained to accommodate traditional preferences. The company also conducted 268 "Elderly Companion Workshops" across its national network in 2025, benefiting more than 4,800 senior citizens.
Additionally, the 95519 customer service hotline offers a streamlined green channel for elderly clients, featuring direct access, one-touch connection, and immediate assistance. With seamless transfers to operators fluent in 53 dialects, elderly customers enjoy more comfortable and convenient interactions. Value-added activities like the "China Life 616 Customer Festival" and "Listen to Experts on Immunity" have reached over 53.66 million participants. The company's satisfaction metrics rank in the top 85th percentile of the financial services industry, and its life insurance service quality index has remained a industry leader for three consecutive years.
Leveraging technology, the China Life app has been redesigned and now boasts nearly 170 million registered users. The self-developed intelligent customer service robot "New e-Bao" serves over 10 million customers annually. The upgraded "China Life Voice" 95519 intelligent voice navigation system has shifted high-frequency calls from human agents to automated services, handling more than 36 million inquiries per year. The app also features an "Elderly Mode" with a simplified interface, larger fonts, and voice interaction capabilities. Its smart voice claims reporting function allows elderly clients to file claims without manual data entry, making it the only mobile application in the industry to receive age-friendly and无障碍 certification from the Ministry of Industry and Information Technology.
In claims services, China Life has achieved breakthroughs in fully automated, human-free claim processing. Eligible cases are settled without manual intervention, reducing processing time by over 90% compared to traditional methods. With support from medical insurance data integration, some regions achieve an automation rate exceeding 50%. The fastest claim submission takes just 8 seconds, serving over 90,000 customers in 2025. Direct claims payments are seamless and effortless, with 8.17 million instances processed in 2025, amounting to more than RMB 4.3 billion. One-stop settlements enable a "five-free" experience: no reporting, no application, no documentation, no branch visit, and no waiting. The "Critical Illness Claims in One Day" initiative provided rapid assistance to 234,000 customers in 2025, with payouts exceeding RMB 10.6 billion.
To resolve consumer disputes, China Life applies the "Fengqiao Experience" by innovating a "three-preemption" customer dispute management model. This approach focuses on preemptive resolution to prevent escalation, real-time handling, and proactive investigation to enhance experience, effectively mitigating conflicts and risks before they arise.
The company also vigorously combats illicit "proxy surrender" activities, contributing to a healthier industry environment. It regularly reports clues about such practices to industry associations, leading to the removal of 97,400 related videos and accounts in 2025. Fifty-three cases were reported to police, with four officially立案. Some branches have launched public reward initiatives for tip-offs, collaborating with various sectors to strengthen society-wide efforts against these practices.
In financial education, China Life pioneers a "consumer protection plus" model, transitioning from establishing mechanisms to making them operational and shifting from broad public outreach to targeted audience engagement. The company continuously explores new models, angles, and directions for education and publicity, conducting in-depth, extensive, and sustained campaigns to enhance consumers' financial literacy and security awareness, thereby supporting broader economic and social development.
Internally and externally, online宣传 channels are efficiently coordinated. Internally, the company utilizes its official website, WeChat, and app; externally, it partners with media agencies to run diverse online consumer protection education campaigns. Prize-winning quiz公益活动 have gained popularity, with the "Tuesday Consumer Protection: Financial and Insurance Knowledge Quiz" launched in 2024 and expanded in 2025 to the national "Finance+" consumer education platform, reaching tens of millions annually. In 2026, during the "3·15" period, the company introduced the innovative "Consumer Protection Cloud Park" online education platform. Featuring a 3D amusement park with sections like the "Hundred Things Ferris Wheel," "Risk Aversion Roller Coaster," and "Consumer Protection Adventure Theater," it enhances the practicality and fun of financial education.
Physical consumer protection education bases are常态化宣传 hubs. Leveraging its network, China Life has designated all nearly 2,500 counters nationwide as education bases, equipped with ample resources to integrate financial knowledge into daily customer interactions. The "Five Outreach" activities focus on engaging businesses, communities, enterprises, rural areas, and schools, targeting key populations and regions to build diverse financial literacy宣传阵地.
Addressing hot topics for different demographics, the company combines relevant content with refreshed formats to create宣传作品 that are both socially relevant and professionally substantial. For example, the "I'm Acting Against Fraud" short video series uses vivid, typical cases to help the public identify and prevent risks. The promotional booklet "Do You Know the 'Six Periods' of Insurance?" was cited by Xinhua News Agency. During the 2026 "3·15" period, China Life organized the "Intangible Heritage Boosts Confidence, Heart Guards Trust" series, producing original "intangible heritage + consumer protection" videos that integrate excellent traditional Chinese culture with financial culture, deepening consumer understanding and trust in insurance.
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