保险中介“清虚提质”：代理人减少 深度密度提升

Core Insights - The report indicates that the insurance agent workforce in China has undergone a significant reduction, with the number of insurance marketing agents dropping to 2.64 million by the end of 2024, down over 70% from the peak of 9.12 million in 2019, but showing a stabilization compared to 2.81 million at the end of 2023 [1][2][4] - Insurance depth and density have both improved, with insurance depth rising from 4.07% in 2023 to 4.2% in 2024, and insurance density increasing from 3,635 yuan to 4,046 yuan during the same period, reflecting the ongoing effects of the industry's "clearing and quality improvement" initiatives [1][3][4] Workforce Changes - The educational level of insurance marketing agents is on the rise, with 72.34% holding a college degree or higher by 2025, an increase of 5.5 percentage points from 2024, indicating a shift towards a more professional workforce [2] - The age distribution of insurance agents is also changing, with the proportion of agents aged 25-34 increasing by 2.2 percentage points to 15.4%, while the 45-54 age group is declining by 3.3 percentage points to 32.2%, suggesting a trend towards a younger workforce [2][4] Performance and Challenges - Despite structural improvements, the overall performance of agents has slightly declined, with 36.2% of agents completing fewer than 12 policies in a year, an increase of 4 percentage points, while those completing 25 or more policies dropped by 4.3 percentage points to 28.5% [4][5] - A significant 71.8% of agents report increased difficulty and pressure in their work, highlighting the challenges faced in the current market environment [4] Market Dynamics - The geographical distribution of agents is shifting, with 59% of agents working in municipalities or provincial capitals by 2025, an increase of 13.4 percentage points from 2024, intensifying competition in urban markets [5] - The individual insurance channel is experiencing pressure, with a slowdown in premium growth and a decline in first-year premiums for long-term insurance products, attributed to regulatory changes and market dynamics [5][6]