险企App迎“花式升级”，场景突围正当时

Core Insights - Insurance companies are transforming their apps from mere claims processing tools into comprehensive "health partners" and "lifestyle managers" that provide continuous service interactions beyond just insurance transactions [1][3][4] Service Expansion - Insurance apps are increasingly offering diverse services, such as mental health assessments through the "Heartwarming Station" on the China People's Insurance app and a dedicated "Elderly Care Zone" on the China Life Insurance app, enhancing user engagement [5][6] - The integration of mental health services and elderly care reflects a strategic shift towards proactive user support, moving beyond traditional insurance offerings [6][7] Strategic Shift - The evolution of insurance apps signifies a broader industry transformation from "post-incident compensation" to "full-cycle health management," aligning with regulatory trends and enhancing user loyalty [7][9] - The shift towards a user-centric operational model emphasizes the need for insurance companies to cover comprehensive life needs, thereby transitioning from one-time transactions to ongoing service relationships [8][9] User Engagement Metrics - The user engagement metrics indicate a significant increase in active users, with the China People's Insurance app's monthly active users rising from 3.35 million in 2024 to nearly 4 million in the first half of 2025, showcasing the effectiveness of these strategic changes [8] Competitive Landscape - The competitive landscape is evolving, with large insurance companies leveraging their resources to create comprehensive service platforms, while smaller firms focus on niche markets and specialized services to differentiate themselves [10]