Recently, I went to the bank, why do customer managers love to sell insurance for you?

Zhongxin Jingwei, September 12 (Wei Wei intern Guo Xizi) "In the past two years, affected by the epidemic, the deposit interest is not high. Now many customers configure some funds for medium- and long -term insurance. There are more than a few years. "Lin Peng (pseudonym), the customer manager of a joint -stock bank, said to Zhongxin Jingwei.

Many people may have such an experience this year. When they enter the bank, they want to buy a financial product with a high income and capital guarantee. At this time, the bank customer manager will recommend insurance products to you. Recently, Zhongxin Jingwei interviewed the banks of state -owned banks such as Beijing, Tianjin, Wuhan and other places found that as long as they talked about the "capital preservation" products, the customer manager would actively market insurance products such as increasing life insurance, "3.5%compound profit increasing" "Insurance" and "income in the contract" became the selling point of such products.

"We have to cultivate the current financial management manager and gradually let his insurance configuration ability. Now it is their love to do it, and it is 30%of the people who are 30%to open a order in one month. In my opinion, it should be opened in a week. One order. "Xie Yonglin, general manager and joint CEO of Ping An Group, and Ping An Bank Chairman Xie Yonglin bluntly said at the recent 2022 performance conference.

In the first half of this year, the bank insurance channels were becoming the joint efforts of banks and insurance companies. What kind of sparks are banking and insurance? Will you buy insurance at the bank?

Bank does not sell financial management insurance

It is nothing new to sell insurance in banks. Nowadays, insurance products that have not been seen in the past are being re -examined. Wu Xin (a pseudonym), a senior customer manager who has worked in a provincial capital city for 17 years, felt that this year's insurance was selling a lot better than in previous years. "In the first quarter of this year (Note: One -time payment of all premiums), the insurance was sold for six or seven million, and the insurance (Note: Instant payment of premiums) was sold nearly 2 million. There are many orders on the deposit, "Wu Xin said.

A few years ago, a client of Wu Xin purchased a five -year -old universal insurance product at the bank, with a rate of return of about 5%. After the insurance expired this year, he took out the money and originally planned to buy regular deposits and wealth management products, but now wealth management does not guarantee the capital, and the fixed deposit interest rate is also very low, so he changed the insurance product.

"After the new rules of asset management, I generally do not recommend wealth management products to customers, afraid of hurting customers. If customers want to buy, they will inform customers in advance that they will not guarantee their capital." ) Tell Zhongxin Jingwei, "Insurance is at least preserved, and the income is written in the contract without hurting the customer."

Wu Xin told Zhongxin Jingwei that now the customer's acceptance of Bankbone products is increasing. On the one hand, the compliance pressure of bank sales insurance products is increasing, requiring "dual records", that is, recording videos. "Bankbone products more than ten years ago were not as compliant as they are now. In the past, customers who came to banks to save money were very trusted by banks. It was not as strict for insurance supervision now, and there were some deception behaviors. The product is more disgusted. "Wu Xin said.

In Wu Xin's opinion, on the other hand, the current financial management breaks the rigid redemption, and the number of customers who deposit wealth management is less and less than before. More and more customers who have registered regularly are transferred. Large deposit orders generally need to buy. Regular annual periods can also be appropriately matched with some periods of insurance.

"The interest rates of insurance products may not be high now, but considering that after 5 or 10 years, the current income may still be high; there are also some wealthy families who will buy insurance for the consideration of asset inheritance." Wu Xin Wu Xin will be purchased. "Wu Xin express.

Insurance company Bank insurance channels rose sharply

Recently, the listing of listed insurance companies was disclosed in 2022. From the data point of view, in the first half of this year, the premium revenue of individual insurance agents had a downward trend, but the premium revenue of the bank security channels rose.

According to Xiao Jianyou, vice president of Chinese People's Insurance, the total premiums of the top seven insurance companies in the first half of this year increased by 21.3%year -on -year, and the premium premiums increased by 7.6%year -on -year, which was contrast with the insurance channel. Under this new situation, the industry has begun to further promote the value transformation of banking channels.

The interim report data shows that the premiums of the Taibian Shou Insurance Bank Insurance Channel have increased the highest increase, a significant increase of 876.3%year -on -year in the first half of the year, and Xinhua Insurance, which has the lowest growth rate, also increased by 7.8%year -on -year.

Xiao Jianyou analyzed that the bank insurance channels were generally valued by life insurance companies in the first half of this year. There were two reasons: one is that the growth of personal agents of life insurance is weak, and the number of personal agents of the first seven insurance companies has decreased by 1.58 million; the second is the current bank security market The demand is amplifying.

"From the perspective of the Bankbone market, residents 'savings are constantly improving, and they are at a high level. But after the newly redemption wealth management products fade out of the market, consumers' demand for funds and wealth management products is declining, and insurance products have become important choices. Bank customers have become important choices. Groups have also differentiated, and the demand for mid -to -high -end customers in terms of insurance protection, quality pension, asset inheritance and other aspects is increasing. Based on the above changes, the development opportunities of the banking market are also presented. "Xiao Jianyou said.

While the listing of bank insurance channels for listed insurance companies, banks' reform of the banking insurance business is also advancing. Xie Yonglin has listed a set of numbers, which accounts for a high proportion of bank insurance income in retail banks such as Europe, and accounts for about 50%of the intermediate business income of wealth management. "Who can configure the insurance configuration in wealth management, especially the allocation of life insurance, who can hold the true beef ear of wealth management." Xie Yonglin said.

In China, the "King of Retail" China Merchants Bank is one of the most important banks that attach importance to insurance agency business. In 2021, the bank's wealth management handling fee and commission income of 35.841 billion yuan, a year -on -year increase of 29%, agent insurance commission revenue was 8.215 billion yuan, and the proportion of wealth management fees reached 22.92%. In the first half of 2022, China Merchants Bank's agency insurance revenue reached 8.790 billion yuan, exceeding the whole year of 2021, and the proportion of retail wealth management fees and commissions had reached 48.31%. Since 2021, Ping An Bank has launched a reform of the new banking insurance business and has created a new wealth team that knows insurance; at the end of June 2022, the new team has joined more than 800 people.

Data show that as of the first half of 2022, Ping An Bank's agency insurance income was 1.065 billion yuan, a year -on -year increase of 26.3%. The Ping An Bank semi -annual report disclosed that the bank's agency and commission fee income was 4.29 billion yuan in the first half of the year, as a calculation, agent insurance income accounted for 25.18%of them. In comparison, in 2021, the bank's agency insurance income was 1.516 billion yuan, accounting for only 17.68%of the agency and commissioned handling fee income.

Increasing life insurance is favored

During the visit, Zhongxin Jingwei found that the customer manager of the bank mainly recommended to the customer the incremental life insurance, annuity insurance, and dividend types of the two full -scale insurance, especially the increase of life insurance, especially the incremental life insurance.

According to the "2021 Bank Agency Channel Business Development Report" issued by the China Insurance Industry Association, in 2021, the capital flexibility of the incremental lifelong life insurance products has high funds and various functions. status. Lifetime life insurance accounts for seven seats in the top ten annual sales of products. Among the top ten products of the product sales volume, dividend insurance and universal insurance are still the main.

"From the perspective of business types, the value -based premiums of Bank Insurance have remained rapidly growing." Xiao Jianyou introduced. "Especially for life insurance product premiums reached 2.4 billion yuan, compared with the same period last year, this type of product increased by 6 6 Times.

What is the increase of life insurance? During the interview with the Sino -Singapore Jingwei, it was found that when the customer manager recommended by the bank, it is often informed that the product's product is not cost -effective within five years. It depends on the cash value after five years. Value is written in the contract. Now the bank's three -year large -scale deposit interest rate is only 3.25%, and it has to be grabbed, and it will be finished in 5 minutes. "

Taking ICBC Ansheng Life's "Xin Ruyi Lifetime Life Insurance" as an example, the propaganda material is based on Mr. Jin, a 40 -year -old Mr. Jin, as an example of the daughter of the full moon. The cash value in the first five years is relatively low. For example, the value of cash in the first year is only 9148 yuan, the cash value in the second year is only 23,791 yuan, and the cash value in the fourth year is 76,242 yuan. It reached 505,900 yuan. By the 10th year, the cash value was 60,800 yuan, and the cash value in the 20th year was 847,500 yuan.

It is not difficult to see that if the customer is cash withdrawal during the five -year insurance period, the principal has a higher principal, and compared with the deposit, the insurance product income calculation method is different, and some customers will think they will be deceived after the insurance.

Assuming that at a 3.5%annual interest rate, the deposit is 500,000 yuan. If it is deposited for 5 years, the principal increases interest of 587,500 yuan, which is far higher than the cash value of insurance products. In 20 years, the principal and interest combined with a total of 850,000 yuan, which is still slightly higher than the above -mentioned insurance products. This is also one of the issues that many banks have sold insurance products in the past. It should be noted that in the above -mentioned insurance cases, 500,000 are not paid at one time. If the deposit is also deposited in accordance with the above timeline, the income is lower than the above calculation amount.

But from the perspective of time, the advantages of insurance products are becoming more and more obvious. If you save 30 years, the principal and interest of deposit products will be 10.25 million yuan, and insurance products can reach 1.1955 million yuan. Whether there will be 3.5%of deposit products in the future cannot be determined, and insurance products can lock the income.

According to Yang Zeyun, a teacher from the Department of Finance of the School of Management of Beijing United University, strictly speaking, first of all, life insurance is first, that is, only when the insured person (or full disability), the beneficiary can get insurance premiums The insured himself obtained insurance premiums). The increase of lifelong life insurance is different from the traditional fixed life insurance. The amount of death insurance increases year by year, so it is called the increase of life insurance. Since it is a lifelong life insurance, it is mainly received by the beneficiary after death. Therefore, its main motivation is for wealth inheritance.

Yang Zeyun pointed out that in reality, insurance sales staff often declare that the increase of life insurance can be flexibly accessible. It is based on the increase/reduction of life insurance based on incremental life insurance. Therefore, the result is that it can be "stored in" further. In recent years, under the economic environment of continuous interest rates, incremental life insurance can lock long -term stable returns, and has been favored by many customers.

Yang Zeyun emphasized that when buying insurance at banks, it is necessary to clarify whether the bank insurance they purchased can meet their needs. Taking the incremental lifelong life insurance as an example, many people buy the increase of life insurance based on the interest that is higher than the bank's deposit. However, in fact, it is necessary to consider whether the incremental life insurance really meets its needs. However, if it is an increased life insurance, it may need to be withdrawn for a long time to obtain a certain amount of benefits, or even the capital. "The so -called flexible withdrawal of the future life insurance is actually the surrender of cash value. It can be collected according to personal circumstances, but it should be noted that only some of the old products of insurance companies have no limit. . "An insurance agent told Zhongxin and Weiguing that most companies stipulated that only the insurance could be reduced once a year, and the amount did not exceed 20%of the basic insurance amount stipulated in the contract.

The insurance broker believes that the limit is actually favorable. "Some people want to leave this money to their children, but if there is no limit, the child may take away the money at one time. The amount can be maintained for a long time. Some customers will buy such limited products."

Bank sales insurance compliance pressure is high

As the bank attaches great importance to the banking insurance business, the bank's customer manager's pressure on insurance sales is not small. After all, the importance of receiving banks in this part is self -evident.

"In the first quarter of the marketing season, there will be performance indicators. For example, the outlets need to sell 500,000 or 600,000 periods in the first quarter. If the performance is not completed, the bank may have many means, such as the weekend cannot be rest. That is, the pressure is applied in disguise, and it may also be criticized at the meeting, so that the customer manager's pressure is great. Sometimes, it will also engage in an assault camp, such as selling 500,000 insurance in half a month. The outlets will go to PK, and you can get praise to complete.

"Among the 10 customers, there may be only one acceptance. Some customers will feel that the product is too complicated and the introduction has a long time." Wu Xin told Zhongxin Jingwei.

In addition to the pressure on sales performance, Wu Xin bluntly stated that the compliance pressure of insurance sales in the past two years has also increased. "Now selling insurance is becoming more and more compliant. It cannot deceive customers. Compliance needs to explain clearly with customers. Perhaps customers will not buy, because buying insurance requires dual records. Although it is to protect consumers and protect our sales staff, but it is also protecting our sales staff. Will tell customers a lot of possible risks and all terms. When they are double -recorded, there will be a robot that can be told, and the customer can buy it. Some customers will not buy it as soon as they have risks. "

Zhongxin Jingwei learned that, usually a bank outlet can only cooperate with three insurance companies. "Let us choose at the beginning of the year. There are n options for you in the secondary line for you. The insurance company you travel is a must." Wu Xin revealed.

The above -mentioned insurance brokers told Zhongxin Jingwei that there may be only one or two insurance products pushed by each bank, and the insurance products and insurance brokerage companies on the market basically have it. Therefore Let's find a professional insurance agent to help compare, and choose the highest cost -effective.

When it comes to the advantages of bank sales insurance, Yang Zeyun said that first of all, banks have far more outlets than insurance companies. Insurance companies borrow bank outlets to sell insurance products, which can reduce sales costs and expenses, but also target customers accurately. Secondly, the bank workplace can accurately locate deposit customers to carry out targeted insurance product marketing. Third, Chinese residents have a sense of trust in banks. When bank employees (or personnel in the bank workplace) sell insurance products to bank customers, they are more likely to reach transactions.

In addition to advantages, there are certain disadvantages. "The insurance professional knowledge of bank staff is weaker than employees of insurance companies. In addition, with the help of customers' trust in banks, it is easy to deceive customers and tell insurance as bank deposits, causing more disputes." Yang Zeyun said.

In addition, the current insurance company has a certain pressure on the investment end. For the spread space of long -term savings business, Gong Xingfeng, vice president and general actuator of Xinhua Insurance, mentioned at the performance conference. Essence He believes that first of all, we must establish a good risk management of product design, provide reasonable pricing levels for long -term guarantee, and avoid extreme pricing. On the sales side, it is necessary to avoid the misleading sales point of sales only with interest rates and rewards as sales, forcing the increase in corporate debt costs.

Regarding the cooperation of Banking Insurance, Yang Zeyun talked about that in terms of reality, for insurance companies, although bank insurance has rapidly increased the scale of premiums, bank insurance business also faces issues such as high costs and low business value. Especially for some small and medium -sized insurance companies, without bank insurance business, there may be basically no business. However, in order to win cooperation with banks, it must be paid to the bank's higher costs, which eventually makes it difficult for insurance companies to make a profit.

"Based on the sustainability of insurance companies, the regulatory agency limits the sales of bank insurance products for the short -term limits of the medium -term limits, and requires insurance companies to sell banking products mainly based on long -term pension gold and ordinary life insurance. The current interest rate is downward.It can also be sold by locking long -term high returns. In the future, if the interest rate is up, how to sell long -term insurance is still a problem. "Yang Zeyun said.(For more report clues, please contact Wei Wei, the author of this article: [email protected]) (Zhongxin Jingwei APP) (The point of view in the article is for reference only, does not constitute investment suggestions, investment is risky, and you need to be cautious to enter the market.)

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Editor in charge: Luo Yan

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