从健康体检到生日礼遇 险企激战保单之外

Core Insights - The insurance industry is redefining its relationship with consumers, moving from a transactional model to one focused on long-term service and value-added offerings [1][4] - Insurers are increasingly integrating various value-added services into their offerings, aiming to enhance customer experience and engagement [1][2] Value-Added Services - Multiple insurance companies are providing over 50 value-added services across dimensions such as lifestyle, health, wealth, and retirement by 2025 [1] - Specific services like health check-ups and assessments are among the most utilized, with over 4,000 uses recorded for each in 2025 [1] - The "AI Home Service" from Changcheng Life Insurance reported approximately 43,900 service usages in 2025, indicating a growing trend in tech-driven service offerings [1] Competitive Landscape - The competition for value-added services is intensifying, with insurers offering customized policies, rapid underwriting, and dedicated claims support to enhance customer satisfaction [2][3] - Insurers are leveraging their digital platforms to provide easy access to value-added services, such as roadside assistance and appointment scheduling for vehicle inspections [2] Strategic Shifts - The insurance industry is transitioning from a scale-driven approach to a value-driven model, focusing on genuine customer needs and long-term stability [3][4] - The shift is partly due to market pressures, including declining interest rates and the need for differentiation in a saturated market [4][5] - Insurers are encouraged to adopt an "external outreach" strategy, expanding service offerings and enhancing risk management to avoid internal competition [4][5] Market Dynamics - The rise of value-added services is a response to the homogenization of insurance products, where traditional high-yield savings models are becoming less viable [5] - Insurers are increasingly focusing on customer service quality to retain and attract clients, as competition intensifies and premium growth slows [5]