Multiple Popular Internet Term Life Insurance Policies Face "Discontinuation Wave"

The term life insurance products on internet insurance platforms are experiencing a wave of renewal.

Xinfeng has noticed that recently, several popular term life insurance products currently on sale on mainstream internet insurance platforms such as Ant Insurance and Tencent Micro-Insurance are about to be withdrawn in large numbers.

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

Specifically, Sunshine Life’s “National Coverage · Term Life Insurance,” Tongfang Global Life’s “Zhen Ai 2026 Term Life Insurance,” and “Protection Blessing · Term Life Insurance (Goose Fan Zone Edition)” will all be taken off shelves by February 28, 2026.

Following closely, Huagai Life’s “Huagai Damai 2026,” Guofu Life’s “Guofu Dinghai Pillar No.7,” will also be delisted from multiple platforms by the end of March, and Zhongyi Life’s “Zhongyi Qingtian Pillar No.11” will be replaced during February to March.

The concentrated replacement of these products mainly draws market attention to price restructuring.

According to data from various platforms, compared to the soon-to-be-removed older versions, the new products are expected to see a general increase in premiums:

For example, the Sunshine Life and Tongfang Global Life products delisted at the end of February are expected to see a price increase of about 7% to 8%. The products adjusted at the end of March from Huagai, Guofu, and Zhongyi Life are also expected to see a price rise 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” in internet channels. Due to clear coverage responsibilities and straightforward claims conditions, competition among insurance companies on term life insurance often manifests as a direct rate comparison. Consumers can easily compare prices across platforms and make insurance decisions quickly.

The fact that multiple insurers are simultaneously adjusting and substantially increasing premiums indicates a fundamental shift away from relying solely on ultra-low prices to capture the internet market.

The core reasons behind this renewal and the overall price increase are linked to macro interest rate environment changes, the implementation of a new life table starting in 2026, which updates risk assessment benchmarks, and ongoing regulatory guidance to prevent “interest margin erosion.”

In recent years, as the market interest rate center has continued to decline, the investment returns of insurance funds have faced significant pressure. To prevent potential future interest margin risks, regulators have repeatedly guided the life insurance industry to lower the guaranteed interest rates.

Against the backdrop of a general shift in industry-guaranteed interest rates, insurance companies need to reprice various long-term insurance products, including term life insurance, to maintain reasonable profit margins and sufficient solvency ratios.

Additionally, reinsurance cost re-evaluation and insurers’ own risk appetite tightening are also important factors driving up the premiums of these new products.

In recent years, some insurers used more aggressive incidence assumptions when pricing term life insurance to gain scale in internet channels. Now, under the industry’s emphasis on high-quality development, insurers’ pricing strategies are gradually returning to rationality and conservatism, making premiums more accurately reflect underlying risk costs.

This wave of premium increases and product renewal is likely to evolve into an irreversible industry trend.

In the long term, this trend is beneficial for the healthy and stable development of the entire insurance industry. When price wars become unsustainable, insurers will be forced to shift their competitive focus from low-price front-end sales to service upgrades and prudent management.

For consumers, this also means that future insurance decisions will need to consider more comprehensively the insurer’s brand strength, claims efficiency, and service quality. The internet term life insurance market is bidding farewell to the era of reckless low prices and entering a more mature and rational new cycle.

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