The online insurance brokerage industry is witnessing a significant leadership change. On March 19, Huize Insurance Brokerage Co., Ltd. completed official industrial and commercial registration changes and a formal handover. The former General Manager, Jiang Li, has officially stepped down from the executive team, while Li Xin has succeeded him as General Manager and has also joined the company's board of directors. This appointment positions her as a core executive responsible for both decision-making and execution within the company.
Following this adjustment, the core management structure is clear with well-defined responsibilities. Ma Cunjun continues to serve as Chairman and CEO of Huize Holding Ltd., acting as the founder and core leader, overseeing the group's overall strategic planning, capital operations, and international expansion. Li Xin assumes the role of General Manager and Director of Huize Insurance Brokerage, dedicated to the daily operations, team management, customer service, and compliance of the domestic core insurance brokerage business. This establishes an efficient division of labor model focusing on "group strategy" and "business execution."
This leadership transition coincides with Huize's twentieth anniversary. As a recognized leader often dubbed the "first global insurance e-commerce stock," Huize is currently navigating multiple challenges, including stricter industry regulation, intensified market competition, and pressure on performance growth. The appointment of a new leader has decisively shifted external sentiment from a wait-and-see approach to anticipation regarding the next phase of strategic planning and operational direction for this established online insurance platform.
Jiang Li's career at Huize serves as a vivid reflection of the Chinese insurance industry's transition from traditional offline models to online internet-based operations. His extensive experience spans deep roots in traditional insurance and breakthroughs in internet innovation. His departure is viewed within the industry as a smooth succession following a successful tenure.
Jiang Li officially joined Huize in 2016 as Deputy General Manager, beginning his career at this online insurance platform. Public records show his career started at Air China, where he initially focused on marketing, developing a keen sense of customer needs and scenario-based services. Events like the 2004 Indian Ocean tsunami and the 2003 SARS outbreak heightened his awareness of the importance of personal and family health security, prompting his formal transition into the insurance industry. He subsequently held positions at two leading foreign insurers: AIG and Starr Insurance Companies.
His background in both the aviation industry and foreign insurance firms kept him at the forefront of product development for travel insurance, personal accident, and short-term health insurance. During his tenure at AIG, he spearheaded the design of a single-flight delay insurance product. Its innovative coverage approach broke the traditional framework of insurance products at the time and later became a standard offering in China's aviation delay insurance sector, influencing the entire niche.
Upon joining Huize in 2016, Jiang Li expressed a core vision: "to make buying internet insurance as convenient as purchasing an airline ticket." He consistently maintained that the internet is not merely a alternative sales channel but a means to fundamentally reshape insurance consumption habits, product structures, operational processes, and back-end service systems using internet thinking and digital models. His tenure coincided with Huize's critical transition from a startup exploration phase to a scaled maturity stage. He played a key role in helping the company successfully build an integrated online insurance service platform covering the entire process from application and underwriting to claims settlement. He also promoted the establishment of a "long-termism" core operating philosophy, laying a solid foundation for Huize's subsequent development.
Li Xin, who now assumes the role of General Manager, is not an externally appointed professional manager but a seasoned internal leader who has risen through the ranks from Huize's operational front lines. She possesses a profound understanding of the company's business model, user needs, and industry pain points, enabling a rapid and seamless transition to ensure business continuity.
Her career trajectory at Huize demonstrates a clear and solid path of advancement. From her early role as General Manager of the Business Management Center to her promotion to Chief Operating Officer, and now to General Manager and board member, each position has been rooted in core business functions, involving her fully in the iterative upgrades of Huize's online insurance operations. In July 2023, she received approval from the Tianjin regulatory authority to serve as the principal responsible person for Huize Insurance Brokerage's Tianjin branch, overseeing business execution, team building, and compliance in the North China region. After concluding her role as Tianjin branch head in June 2025, she returned to headquarters, accumulating substantial hands-on experience in offline operations, customer service, and regional management that prepared her for the current leadership role.
Judging from her past performance, Li Xin has deep expertise in business operations and customer management, accurately grasping the core of the online insurance business model and the needs of younger users. The operations division under her leadership delivered strong results. As of the end of June 2025, the number of cumulative policyholders on the Huize platform exceeded 11.4 million. The 13th-month persistency ratio for long-term insurance products reached 97.8%, and the 25th-month ratio reached 98.2%, with both key renewal metrics ranking among the top in the online insurance brokerage industry. This impressive customer retention data serves as a solid foundation for her new role.
This change in core leadership at Huize, while appearing as a single company's personnel adjustment, reflects the profound transformation underway across the entire online insurance brokerage industry. The underlying logic of industry development has fundamentally shifted.
In recent years, the National Financial Regulatory Administration has持续推进 the "clearing out inefficiencies and improving quality" initiative in the insurance intermediary market, accelerating industry consolidation. From 2024 to 2025, the licenses of 57 professional insurance intermediary legal entities were revoked, and 3,730 non-compliant or inefficient branch offices were phased out, indicating a faster pace of elimination. The era of野蛮生长 and extensive expansion has definitively ended. Against this backdrop, the core competitiveness of insurance intermediaries has shifted from a previous focus on "channel dominance and scale supremacy" to a new emphasis on "service supremacy, compliance supremacy, and refined operations supremacy." Only platforms that deeply understand users, strictly control compliance, and enhance operational efficiency can achieve long-term stability.
Li Xin's appointment from within the company's operational ranks is a proactive choice by Huize to align with industry trends, placing a leader who understands the business, the users, and compliance in charge of core operations to address market changes and regulatory requirements with精细化运营. Furthermore, the efficiency gains and high-quality customer management results achieved by Huize in the first half of 2025 through the application of AI technology have built a differentiated moat for the company, serving as a core advantage in navigating the ongoing industry reshuffle.
Regarding the timeline for financial disclosures, which is a focus of external attention, Huize Insurance has clearly stated that the company will officially release its 2025 financial report by the end of March. This first full-year financial report under the new management will directly impact market confidence, and the industry is watching closely.
Huize's counter-trend growth performance in the second quarter of 2025 provided solid footing for this management transition. The impending full-year financial report represents the first major test for the new leadership. Having passed its twentieth anniversary, the competition in the second half for the insurance intermediary industry has already begun. The transformation and breakthroughs of leading platforms like Huize will provide significant reference points for the entire industry's development direction.