Multiple popular internet term life insurance products face a "delisting wave"

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Term life insurance products offered by internet insurance platforms are ushering in a wave of intensive "renewal".

Xinfeng has noted that recently, a number of popular term life insurance products currently on sale on mainstream internet insurance platforms such as Ant Insurance and Tencent WeSure are about to be withdrawn en masse;

This is not an isolated adjustment on a single platform, but a collective action affecting multiple insurance companies and several leading products.

Looking at specific products, Sunshine Life’s "Quanmbao Term Life Insurance," Tongfang Global Life’s "Zhenai 2026 Term Life Insurance" and "Hushenfu Term Life Insurance (Goose Citizen Version)" will all be withdrawn by February 28, 2026;

Closely following, Huagui Life’s "Huagui Damai 2026," Guofu Life’s "Guofu Dinghaizhu No. 7" will also be withdrawn from multiple platforms by the end of March. China-Italy Life’s "China-Italy Qingtianzhu No. 11" will be replaced during February to March.

The focus of this batch of product replacements that has attracted the most attention in the market is the reshaping of prices.

According to data measured by various platforms, compared with the soon-to-be-withdrawn older products, the new products coming online will generally see a premium increase:

Among them, Sunshine Life and Tongfang Global Life products withdrawn at the end of February are expected to see price increases of about 7% to 8%. Products from Huagui, Guofu, and China-Italy Life adjusted at the end of March are expected to see premium increases mainly in the 5% to 10% range.

As a highly leveraged and relatively simple protection product, term life insurance has always been a "traffic driver" for internet channels. Due to clear coverage responsibilities and explicit claim conditions, competition among insurance companies for term life often boils down to a straightforward rate comparison. Consumers only need to compare prices across platforms to easily make insurance decisions.

This unified adjustment and substantive premium increase by many insurance companies signals a fundamental shift from the strategy of capturing the internet market through ultra-low prices.

Exploring the reasons behind this product renewal and widespread price increase, the core logic points to changes in the macro interest rate environment, updated risk assessment benchmarks brought by the new mortality table to be implemented starting in 2026, and continued guidance from regulators to prevent the risk of "interest rate gap loss" in the industry.

In recent years, as market interest rates have continuously declined, insurance funds face considerable pressure on investment yields. To guard against potential interest rate gap loss in the future, regulators have repeatedly guided the life insurance industry to lower the assumed interest rate;

Against the backdrop of an industry-wide switch in assumed interest rates, insurance companies must reprice and recalculate all kinds of long-term insurance, including term life, in order to maintain a reasonable profit margin and solvency adequacy ratio.

Additionally, reassessment of reinsurance costs and tightening of insurance companies’ own risk appetite are important factors driving up premiums for these new products.

In previous years, to gain scale via the internet channel, some insurance companies used relatively aggressive incidence assumptions when pricing term life insurance. Now, under the industry’s shift toward high-quality development, pricing strategies are gradually returning to rationality and conservatism, making premiums more accurately reflect the real underlying risk costs.

This wave of premium increase during product renewal is highly likely to evolve into an irreversible industry trend.

In the long run, this trend is positive for the healthy and steady development of the entire insurance industry. As price wars become unsustainable, insurance companies will be forced to shift their competitive focus from low-price dumping at the front-end to service upgrades and sound management at the back-end.

For consumers, this also means that future insurance decisions will require more comprehensive consideration of the insurer's brand strength, claim efficiency, and service quality. The market for internet term life insurance is bidding farewell to the era of reckless low prices and entering a more mature, rational new cycle.

Risk warning and disclaimerThe market bears risks, investment should be cautious. This article does not constitute personal investment advice, nor does it take into account the special investment goals, financial situation, or needs of individual users. Users should consider whether any opinions, viewpoints, or conclusions in this article are suitable for their specific circumstances. Investing based on this is at your own risk. ```