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

“Insurance agents, this job 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: 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 one word could describe Wu Jiayi’s professional foundation, it would be “guarding.” 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 “guarding,” inspired by a female friend who nearly gave up treatment in the face of critical illness due to lack of protection.

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

From facing industry prejudice and family misunderstanding at the start, to now providing clients with comprehensive “people, finance, legal, tax, and stock” protection plans, Wu Jiayi’s growth story demonstrates how women can break barriers 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 expertise. 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. Relying solely on digital tools and neglecting deep insight into customer needs and emotional connection will erode 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, and resilient “her power.”

Selected excerpts from the interview:

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

Wu Jiayi: My initial choice was driven by an obsession with “guarding.” I have a female friend who, after experiencing a critical illness, lacked sufficient protection. She endured pain and anxiety over huge medical bills and even considered giving up treatment. This made me realize that women bear multiple roles in family and society and need solid protection to resist unknown risks. The “guarding” attribute of insurance deeply attracted me—it’s not just a financial tool but a shield that safeguards women’s health and confidence. I hope to use my professionalism to help more women face life’s challenges 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 quit; clients often doubted whether women could be professional. I didn’t rush to defend myself but took action to break stereotypes: I studied policy details 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 women’s sensitivity and empathy are advantages—we understand clients’ anxieties better and can capture unspoken needs precisely. When I help clients solve problems with professionalism and sincerity, stereotypes naturally fade, and even my family, initially opposed, now support me strongly.

Q: Over the 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 saw 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 gatekeepers of clients’ risks, planners of family wealth, and companions who deliver a sense of security. For me, this profession 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 has been your biggest growth and transformation? What is your “core competitiveness”?

Wu Jiayi: My biggest growth has been shifting from “selling policies” to becoming a “comprehensive wealth management expert.” When I started, I only understood insurance policies; now I can integrate medical, legal, tax, and other resources to provide clients with 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, even becoming a “family medical steward” at Sunshine Ronghe Hospital, connecting health protection with the last mile.

My core strength lies in this cross-disciplinary 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 offer 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 meaning of your profession?

Wu Jiayi: One unforgettable case involved a single mother who raised her daughter alone, working tirelessly to provide a better life but neglecting 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 resilience. 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 are the main trends in the insurance industry today? What are the biggest challenges for agents in the digital age?

Wu Jiayi: The key trend is shifting from “product-oriented” to “customer demand-oriented,” 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 underwriting and AI are growing, the essence of insurance remains trust and empathy—clients facing risks need professional companionship and personalized solutions. 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-first” principle, using professionalism and warmth to stand firm in the digital wave.

Q: What are your future plans for career development? 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, spreading the value of insurance and leading my team toward becoming “social elites.”

For those new to the industry, I suggest three things: 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 sensitivity and empathy to shine uniquely in the industry.

Text by Qian Xiaorui
Edited by Wang Xinyu and Xu Nan