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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 | | 国家金融监督管理总局关于推动深化人身保险行业个人营销体制改革的通知 |
| (No. 13 [2025] of the National Financial Regulatory Administration) | | （金规〔2025〕13号） |
| All local offices of the National Financial Regulatory Administration; the Insurance Association of China; and all personal insurance companies: | | 各金融监管局，保险业协会，各人身保险公司： |
| 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: | | 为贯彻落实《国务院关于加强监管防范风险推动保险业高质量发展的若干意见》精神，推动人身保险行业建立管理体系科学、利益分配公平、激励机制有效的营销体制，培养笃守诚信理念、筑牢合规意识、明悉客户需求、具备专业知识、提供优质服务的高素质保险销售人才队伍，促进人身保险行业高质量发展，现就有关事项通知如下： |
| 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、本通知所称保险销售人员包括代理制保险销售顾问和员工制保险销售顾问等。代理制保险销售顾问，是指与保险公司签订委托代理合同、从事保险代理业务的人员。员工制保险销售顾问，是指与保险公司签订劳动合同、专门从事保险销售的员工。 |
| 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、压实保险公司主体责任。保险公司应当切实承担保险销售人员合规管理和风险管理的主体责任。董事会承担个人营销体制发展战略、经营策略及其重大规划制定的最终决策责任；总公司管理层承担个人营销体制的机制构建、决策执行、风险管理的主要责任；各级分支机构和管理人员根据总公司授权承担保险销售人员的日常管理责任。保险公司对其委托的保险销售人员的销售行为管理依法承担法律责任。 |
| 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、提升保险销售人员专业化水平。保险公司应当持续强化保险销售人员全流程管理，健全完善保险销售人员招募选任、岗位培训、销售授权、行为管控、考核评价、激励约束、档案管理等制度体系，增强保险销售人员的合规意识、专业水平和服务能力，提升客户满意度。依法依规做好保险销售人员诚信信息登记及管理工作，确保程序规范严谨、内容真实准确，不得隐瞒、伪造诚信记录。 |
| 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、引导保险销售人员职业化发展。保险公司应当优化代理制保险销售顾问的管理机制，逐步构建支持保险销售顾问长期服务的组织架构、晋升体系和佣金薪酬激励制度。对于隶属于营销团队或参与营销团队管理发展的保险销售顾问，应当精简优化销售队伍层级，科学合理发放佣金激励，根据承担的营销、团队管理等不同职能实施相应激励政策，推动销售利益向直接保险销售顾问倾斜。对于自主开展保险销售活动的独立个人保险代理人，应当建立长期可持续的佣金薪酬激励制度，加强成本和风险管控，杜绝层级利益。 |
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