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| Notice by the National Financial Regulatory Administration of Promoting the Deepening of the Reform of the Personal Marketing System in the Personal Insurance Industry | | 國家金融監(jiān)督管理總局關(guān)于推動深化人身保險行業(yè)個人營銷體制改革的通知 |
| (No. 13 [2025] of the National Financial Regulatory Administration) | | （金規(guī)〔2025〕13號） |
| All local offices of the National Financial Regulatory Administration; the Insurance Association of China; and all personal insurance companies: | | 各金融監(jiān)管局，保險業(yè)協(xié)會，各人身保險公司： |
| For the purposes of implementing the spirit of the Several Opinions of the State Council on Strengthening Supervision, Preventing Risks and Promoting the High-Quality Development of the Insurance Industry, promoting the establishment of a marketing system featuring scientific management system, fair benefit distribution and effective incentive mechanism in the personal insurance industry, cultivating a high-quality insurance sales talent team that adheres to the concept of integrity, strengthens compliance awareness, understands customers' needs, possesses professional knowledge, and provides high-quality services, and promoting the high-quality development of the personal insurance industry, you are hereby notified of the relevant matters as follows: | | 為貫徹落實《國務(wù)院關(guān)于加強監(jiān)管防范風(fēng)險推動保險業(yè)高質(zhì)量發(fā)展的若干意見》精神，推動人身保險行業(yè)建立管理體系科學(xué)、利益分配公平、激勵機制有效的營銷體制，培養(yǎng)篤守誠信理念、筑牢合規(guī)意識、明悉客戶需求、具備專業(yè)知識、提供優(yōu)質(zhì)服務(wù)的高素質(zhì)保險銷售人才隊伍，促進人身保險行業(yè)高質(zhì)量發(fā)展，現(xiàn)就有關(guān)事項通知如下： |
| I. The term “insurance sales personnel” as mentioned in this Notice includes agent-based insurance sales consultants and employee-based insurance sales consultants, etc. Agent-based insurance sales consultants refer to personnel that have signed agency contracts with insurance companies and specialize in insurance agency business. Employee-based insurance sales consultants refer to employees that sign labor contracts with an insurance company and specialize in insurance sales. | | 一、本通知所稱保險銷售人員包括代理制保險銷售顧問和員工制保險銷售顧問等。代理制保險銷售顧問，是指與保險公司簽訂委托代理合同、從事保險代理業(yè)務(wù)的人員。員工制保險銷售顧問，是指與保險公司簽訂勞動合同、專門從事保險銷售的員工。 |
| II. Assigning the primary responsibilities of insurance companies. Insurance companies shall effectively assume the primary responsibility for the compliance management and risk management of insurance sales personnel. The board of directors shall assume ultimate decision-making responsibility for developing the development strategy, business strategies and major plans for the individual marketing system. The management of the head office shall assume primary responsibility for the mechanism establishment, decision-making implementation and risk management of the personal marketing system. Branches at all levels and managers shall assume the responsibility for routine management of insurance sales personnel in accordance with the authorization of the head office. Insurance companies shall assume legal responsibility for the management of the sales behavior of the insurance sales personnel that they entrust in accordance with the law. | | 二、壓實保險公司主體責(zé)任。保險公司應(yīng)當(dāng)切實承擔(dān)保險銷售人員合規(guī)管理和風(fēng)險管理的主體責(zé)任。董事會承擔(dān)個人營銷體制發(fā)展戰(zhàn)略、經(jīng)營策略及其重大規(guī)劃制定的最終決策責(zé)任；總公司管理層承擔(dān)個人營銷體制的機制構(gòu)建、決策執(zhí)行、風(fēng)險管理的主要責(zé)任；各級分支機構(gòu)和管理人員根據(jù)總公司授權(quán)承擔(dān)保險銷售人員的日常管理責(zé)任。保險公司對其委托的保險銷售人員的銷售行為管理依法承擔(dān)法律責(zé)任。 |
| III. Enhancing the professional level of insurance sales personnel. Insurance companies shall continuously strengthen the full-process management of insurance sales personnel, improve and perfect the system for recruitment and selection, job training, sales authorization, behavior control, assessment and evaluation, incentive and restraint, and file management of insurance sales personnel, enhance the compliance awareness, professional level and service ability of insurance sales personnel, and improve customer satisfaction. The registration and management of the integrity information of insurance sales personnel shall be effectively completed in accordance with laws and regulations, it shall be ensured that the procedures are standardized and rigorous and the content is authentic and accurate. It is strictly prohibited to conceal or forge integrity records. | | 三、提升保險銷售人員專業(yè)化水平。保險公司應(yīng)當(dāng)持續(xù)強化保險銷售人員全流程管理，健全完善保險銷售人員招募選任、崗位培訓(xùn)、銷售授權(quán)、行為管控、考核評價、激勵約束、檔案管理等制度體系，增強保險銷售人員的合規(guī)意識、專業(yè)水平和服務(wù)能力，提升客戶滿意度。依法依規(guī)做好保險銷售人員誠信信息登記及管理工作，確保程序規(guī)范嚴(yán)謹(jǐn)、內(nèi)容真實準(zhǔn)確，不得隱瞞、偽造誠信記錄。 |
| IV. Guiding the professional development of insurance sales personnel. Insurance companies shall optimize the management mechanism for agent-based insurance sales consultants, and gradually establish an organizational structure, promotion system and commission-based incentive system that support the long-term services of insurance sales consultants. For insurance sales consultants who are affiliated with a marketing team or participate in the management and development of the marketing team, the hierarchy of sales teams shall be streamlined and optimized, commission incentives shall be paid scientifically and reasonably, and corresponding incentive policies shall be implemented according to different functions such as marketing and team management undertaken, to prioritize sales benefits for direct insurance sales consultants. For independent personal insurance agents who independently carry out insurance sales activities, a long-term and sustainable commission compensation incentive system shall be established, cost and risk control shall be strengthened, and hierarchical interests shall be eliminated. | | 四、引導(dǎo)保險銷售人員職業(yè)化發(fā)展。保險公司應(yīng)當(dāng)優(yōu)化代理制保險銷售顧問的管理機制，逐步構(gòu)建支持保險銷售顧問長期服務(wù)的組織架構(gòu)、晉升體系和傭金薪酬激勵制度。對于隸屬于營銷團隊或參與營銷團隊管理發(fā)展的保險銷售顧問，應(yīng)當(dāng)精簡優(yōu)化銷售隊伍層級，科學(xué)合理發(fā)放傭金激勵，根據(jù)承擔(dān)的營銷、團隊管理等不同職能實施相應(yīng)激勵政策，推動銷售利益向直接保險銷售顧問傾斜。對于自主開展保險銷售活動的獨立個人保險代理人，應(yīng)當(dāng)建立長期可持續(xù)的傭金薪酬激勵制度，加強成本和風(fēng)險管控，杜絕層級利益。 |
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