"Her Power" | Sunshine Life Business Director Wu Jiayi: Standing Firm in the Digital Wave with Expertise and Warmth

“Being an insurance agent is my mission to protect others’ happiness, my stage to realize self-worth, and my lifelong partner walking alongside clients.”

Sunshine Life Insurance Business Director and Trust Architect Wu Jiayi

This is Wu Jiayi’s thirteenth year in the industry. As the Business Director of Sunshine Life Insurance and a Trust Architect, her resume is adorned with a series of shining titles: Special Guest Speaker on CCTV’s “Bao Hui Mei Hao” program, Volunteer at the Chinese Will Registry, recipient of the China Insurance Master Platinum Award, RFC International Certified Financial Advisor, Huada Lecturer, ten consecutive years of IDA and MDRT Million Dollar Round Table member, ten consecutive years of IQA International Quality and Integrity Award… These titles not only record her growth from an industry newcomer to an elite leader but also witness how she elevates her work into a career that spreads warmth and security.

If I had to describe Wu Jiayi’s professional core with one word, it would be “guardianship.” Over twelve years, she has provided 3,341 insurance protections to 1,200 families, managing trust exceeding 8.3 billion yuan in coverage. She says her initial choice of insurance stemmed from an obsession with “guardianship,” inspired by a female friend who nearly gave up treatment due to lack of protection when facing critical illness.

At that moment, she deeply realized that women play multiple roles in family and society—they are daughters, wives, mothers, the “cornerstone” of the family—but lack armor to resist unknown risks. The “guardianship” attribute of insurance took root in her heart—it is not just a financial tool but also a shield protecting women’s health and confidence.

From facing industry prejudice and family misunderstanding at the start, to now offering clients comprehensive “people, finance, legal, tax, and stock” protection plans, Wu Jiayi’s growth story demonstrates how women can break barriers in the workplace through professionalism and resilience. When questioned by clients, she never rushes to defend but uses her feminine sensitivity and empathy to understand their anxieties, building trust through utmost professionalism. To her, a woman’s delicacy is not a weakness but an ability to perceive unspoken needs.

Now, standing at the threshold of 2026, the insurance industry is undergoing a profound shift from “product-oriented” to “customer demand-oriented.” The digital wave is surging, but Wu Jiayi firmly believes that the essence of insurance is trust and empathy between people. If agents rely solely on digital tools and neglect deep insight into customer needs and emotional connection, they will lose their core value. She advocates embracing technology while maintaining the original intention of “customer-centricity,” using professionalism and warmth to stand firm amid the digital tide.

On International Women’s Day, we converse with Wu Jiayi to hear how she uses her expertise as a torch to ignite more women’s confidence in facing life’s storms, showcasing her unique, gentle, yet resilient “her power.”

Below is part of the interview transcript:

Q: What initially motivated you to become an insurance agent?

Wu Jiayi: My initial choice was driven by a deep obsession with “guardianship.” I have a female friend who, after experiencing a critical illness, lacked sufficient protection. She endured pain and anxiety over huge medical expenses and even nearly gave up treatment. This made me realize how women, who bear multiple roles in family and society, need solid protection to resist unknown risks. The “guardianship” attribute of insurance deeply attracted me—it’s not just a financial tool but a shield to safeguard women’s health and confidence. I hope to use my professionalism to help more women face life’s storms with confidence, without having to compromise due to financial pressure.

Q: In the early days of your career, did you encounter confusion or obstacles? How did you overcome them?

Wu Jiayi: In the beginning, the biggest barriers were industry prejudice and family misunderstanding. Many still saw insurance as just “sales,” and my family worried about misjudgment, even urging me to give up; clients also questioned whether women could be professional in this field. I didn’t rush to defend myself but took action to break stereotypes: I studied policies and wealth management daily, offered free risk analysis for clients, and listened patiently to their needs, building trust through real cases and professional solutions. I believe that a woman’s sensitivity and empathy are advantages—we understand clients’ anxieties better and can grasp unspoken needs more precisely. When I help clients solve problems with professionalism and sincerity, stereotypes naturally fade, and even my family’s opposition turns into strong support.

Q: Over these years, has your understanding of the “insurance agent” profession changed?

Wu Jiayi: After twelve years, I see this profession as more than just a job; it’s a mission to spread warmth. Initially, I thought of it as a way to make a living, but as I interacted with more clients—especially seeing their relieved expressions when receiving claims—I realized that being an insurance agent is about responsibility. We are the gatekeepers of clients’ risks, the planners of family wealth, and companions who deliver a sense of security. For me, this career has transcended work; it’s my mission to protect others’ happiness, a stage to realize my self-worth, and a lifelong partner walking alongside my clients.

Q: From a novice to an experienced agent, what do you think is your biggest growth and transformation? What is your “core competitiveness”?

Wu Jiayi: My biggest growth is evolving from “selling policies” to becoming a “comprehensive wealth management expert.” When I first started, I only understood insurance clauses; now I integrate medical, legal, tax, and other resources to offer clients one-stop protection plans covering “people, finance, law, tax, and stocks.” This transformation stems from my pursuit of professionalism—I’ve obtained the RFC international financial advisor certification and delved into corporate risk isolation, asset preservation, family wealth transfer, and more. I also serve as a “family medical steward” at Sunshine Ronghe Hospital, connecting health protection with the “last mile.”

My core strength is this cross-sector integration and female empathy. I can accurately identify women’s needs—such as maternal and child protection, critical illness prevention, and retirement planning—and craft professional solutions to strengthen their sense of security. I also coordinate resources like law firms and hospitals to provide value beyond insurance, making clients feel that “it’s not just a policy but a comprehensive shield.”

Q: Is there a landmark case that reaffirmed the significance of this profession for you?

Wu Jiayi: One unforgettable case involved a female client who was a single mother, raising her daughter alone. She worked tirelessly to provide a better life but neglected her own protection. I advised her to get critical illness and medical insurance. Two years later, she was diagnosed with breast cancer. When the claim money arrived, she cried and told me, “This money not only saved my life but also gave me confidence to watch my daughter grow.”

This reinforced my belief in the profession. Women are often the “pillars” of the family; their health and confidence directly impact the family’s happiness. Insurance is not a luxury but a source of strength to face risks. I want more women to realize the importance of protection and build a solid defense for themselves and their families through insurance, so they don’t have to face storms alone.

Q: What do you see as the main trend in the insurance industry today? What is the biggest challenge for agents in the digital age?

Wu Jiayi: The main trend is shifting from “product-driven” to “customer demand-driven,” with digital and integrated services becoming mainstream. In the coming years, insurance will deeply integrate into medical care, retirement, and wealth management scenarios. Customers no longer want just a single policy but comprehensive protection throughout their lives.

For agents, the biggest challenge is how to maintain “human warmth” amid technological empowerment. While online applications and smart underwriting are becoming common, the essence of insurance remains trust and empathy—clients need professional companionship and personalized solutions when facing risks. Relying solely on digital tools and neglecting deep understanding and emotional connection will diminish core value. We must embrace technology but stay true to the “customer-centric” principle, using professionalism and warmth to stand firm in the digital wave.

Q: What are your future career plans? Any advice for newcomers wanting to enter the insurance industry?

Wu Jiayi: I plan to continue deepening in wealth security management, leveraging Sunshine’s family wealth management office to serve more families and enterprises comprehensively. I also aim to empower industry newcomers, sharing the value of insurance and leading my team toward becoming “social elites.”

For those new to the industry, I suggest three points: first, stay true to your original intention—see insurance as a mission to protect others, not just a quick way to make money; second, deepen your professionalism—keep learning to keep pace with industry changes and provide valuable service; third, stay resilient—industry prejudices and client doubts are normal, but sincerity and professionalism will earn trust and growth. Female practitioners should believe in their strengths—use your sensitivity and empathy to shine uniquely in the industry.

Text by Qian Xiaorui
Edited by Wang Xinyu and Xu Nan