个险队伍“留量”之考：41家脱落率超1成、复星联合健康高达44%，中小公司进退两难

市场资讯08-14

蓝鲸新闻8月14日讯（记者石雨）人身险公司的个险队伍清虚仍在持续。　　据蓝鲸新闻统计，今年上半年45家非上市人身险公司营销员合计37.57万人，单季锐减4万人，剔除泰康人寿23.76万人力后，剩余44家中小险企个险人力缩减至仅13.82万人，其中6家中小机构代理人甚至不足百人。47家披露脱落率人身险机构中41家半年脱落率超一成，7家超30%，最高的复星联合健康达43.54%。　　人才吸引力...

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Small and medium-sized companies are in a dilemma","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"JDOC":0.6,"MHIP":0.6,"TRUH":0.6,"IYH":0.6,"UNHG":0.6,"SUNH0main":0.6,"IHF":0.6,"VHT":0.6,"FHLC":0.6,"UNHU":0.6,"XLV":0.6,"GDOC":0.6,"UNHW":0.6,"IXJ":0.6,"TMED":0.6,"UNH":1.77,"RXL":0.6,"HRTS":0.6},"content_text":"蓝鲸新闻8月14日讯（记者 石雨）人身险公司的个险队伍清虚仍在持续。\n　　据蓝鲸新闻统计，今年上半年45家非上市人身险公司营销员合计37.57万人，单季锐减4万人，剔除泰康人寿23.76万人力后，剩余44家中小险企个险人力缩减至仅13.82万人，其中6家中小机构代理人甚至不足百人。47家披露脱落率人身险机构中41家半年脱落率超一成，7家超30%，最高的复星联合健康达43.54%。\n　　人才吸引力不足、投入产出失衡、渠道价值弱化三重压力下，险企渠道策略显著分化：头部持续加码优增筑牢人才优势，而中小险企正陷入收缩与坚守间的两难境地。\n　　清虚潮未歇：中小险企队伍规模分化，多家公司脱落率超三成\n　　在个险渠道连续多年转型、清虚的大潮下，新的暗涌又在袭来。据蓝鲸新闻统计，今年上半年，45家披露期末营销员数量的非上市人身险公司的合计人力为37.57万人，较一季度末减少约4万人，而除去23.76万人的泰康人寿后，其余44家中小险企二季度末营销员合计13.82万人，较一季度末再缩减约0.4万人。\n　　从营销员数量来看，44家中小险企中，期末人数过万的有中信保诚人寿、华泰人寿，分别有14184人、11101人；建信人寿期末营销员人数9223人，中美联泰大都会人寿、中意人寿、中宏人寿营销员数量超过7000人，此外，还有农银人寿、工银安盛人寿等8家险企营销员数量超过5000人。\n　　5000人以下，但达千人以上规模的人身险公司合计有13家，另有17家险企营销员数量不足千人，其中招商信诺人寿、瑞泰人寿、海保人寿等6家险企的营销员数量不足百人。\n　　纵向对比来看，共有47家人身险公司披露上半年脱落率数据，国宝人寿、中英人寿、中华联合人寿、东吴人寿、泰康人寿、华贵人寿等7家险企脱落率超三成。\n　　其中，受前期基数和渠道侧重等多因素影响，复星联合健康上半年营销员脱落率达到43.54%；中美联泰大都会人寿、财信吉祥人寿等13家险企脱落率介于20%-30%区间，21家险企脱落率超过10%但未达20%，爱心人寿、瑞泰人寿等6家险企脱落率低于10%。\n　　营销员数量超千人的中小险企中，仅有中意人寿脱落率为个位数，为7.1%，其上半年末营销员数量为7553人。\n\n　　三重压力叠加，个险为何“留不住人”？\n　　人才吸引力在下降，公司在经营上不敢投，个险业务本身的价值优势又在弱化，三重原因交织，共同构成中小险企个险营销员规模难以止跌的现状。\n　　“个险人才吸引力的下降，源于择业理念的变化——更多人倾向于‘赚快钱’”， 一位中型人身险公司渠道负责人向记者分析。保险业却相反：一是专业门槛高，需要持续培训学习，无法“上手即赚钱”；二是入行初期高度依赖客户资源，短期内收入不稳定，多数人自觉“不适合吃这碗饭”。叠加行业美誉度长期未见根本改善，对人才的吸引力自然持续走低。\n　　人才缺乏之外，保险公司在经营端同样面临两难。当前，个险正被银保的“赚钱效应”挤压，而自身投入大、培育周期长、留存不理想，投入产出比堪忧。\n　　有业内人士向记者坦言：“现在很多公司处于两难，不敢大规模投入个险。加上‘报行合一’的红线，中小险企既没时间窗口，也没费用空间来做大个险渠道。”\n　　此外，从业务价值角度来说，个险渠道传统上被视为“高价值业务”的代名词，但现在这一优势正在弱化，前述中型人身险公司渠道负责人向记者表示，当前个险与银保渠道的业务同质化逐渐加大，许多个险业务价值不高，而个险又需远高于银保的培育成本和固定投入，那么保险公司就会追问——“建这支队伍的必要性在哪里？”\n　　“中小险企的个险队伍要想真正稳住甚至反弹，一两年肯定不够，可能还得很多年。”一位银行系险企相关负责人向记者感慨。\n　　战略路口险企分化取舍，“实力”与长期价值或为抉择标尺\n　　两难之下，险企也走向了不同的路口。\n　　“大型险企可以双轮或多轮驱动，可以长线考量，但对于中小险企，尤其是‘家底薄’‘利润薄’的险企来说，必须做出当下的战略选择”，一位业内人士向记者直言，“目前，已陆续有险企开始弱化个险渠道。”\n　　压力传导至一线，有机构对于代理人，提出较高的保费规模要求，“公司有压力，但确实忽略了实际情况”，有保险公司分支机构团队负责人透露，有不少代理人因为达不成绩效脱落。\n　　亦有保险从业人员表示，其所在机构近一年开始推动内勤转代理人，“但内勤转代理人的存活率是极低的，其实是变相裁员。”\n　　但也有保险公司选择逆势加码，百年人寿在2024年推动“启行新伙伴”优才战略，目前其个险渠道价值贡献超50%，同时提出，到2028年要培养1000位IDA寿险精英，300位微型保险企业家；横琴人寿在2025年提出成立以董事长为组长的 “个人业务发展领导小组”，启动员工制销售顾问招聘计划；大都会人寿今年5月起执行SSR2.0星耀领航人才发展计划，拉长48个月的全周期菁英成长链路，优化津贴与创业激励。\n　　中小险企判断“要不要保留个险渠道”的核心决策依据是什么？财务可持续性是必要因素。\n　　首都经贸大学农村保险研究所副所长李文中在接受记者采访时指出，个险渠道的运营成本是刚性的，职场租金、师资薪酬、培训体系等都需要持续投入。对于部分中小人身险公司而言，业务体量有限，无法分摊固定成本，容易陷入“投入越多、亏损越多”的恶性循环。如果一家公司连基本的盈亏平衡都无法实现，保留个险渠道就失去了经济基础。\n　　业内人士也指出，具备稳定盈利水平与长期战略定力的险企，对个险渠道的发展规划更具坚持度，是否有相应的资源禀赋也尤为重要。\n　　另一方面，是考虑个险战略的不可替代性。李文中向记者分析指出，个险新业务萎缩有多方面原因，但是个险渠道在长期期交业务、高价值业务获取、品牌塑造等方面的作用，是银保等渠道难以替代的。而且，单一银保渠道也隐藏着重大风险，一旦银保赛道拥挤、发展空间收窄，想回头重拾个险时，重新搭建体系的成本将是非常高昂。\n　　头部优增壁垒凸显，中小险企个险赛道摸索错位生存\n　　选择留存个险赛道的中小险企，出路何在？\n　　从现实来看，当下，个险人才竞争已进入资源悬殊的分化格局，资源并不对等。头部险企持续加码优质增员，分层推出高端精英、中坚优才等系列招募方案，并依托自身综合实力与长期资源储备，以完备培训体系和长效激励政策筑牢人才底盘。反观中小寿险机构，在品牌影响力、系统化培育、后台支持等方面均处于竞争劣势，要找准优势与差异化赛道，并不容易。\n　　“中小险企的优势也不容忽视”，李文中向记者分析指出，“决策链条短、反应快，对总部或决策层的反馈更为直接高效。在产品迭代、政策调整、市场应对等方面，中小险企可以比大公司更快地做出反应。”\n　　在展业策略方面，中小险企能以特色产品与专业服务构建核心壁垒。李文中建议，中小险企应当跳出单纯销售保单的浅层模式，转向全流程风险管理服务，聚焦养老、高端医疗、家族财富传承等特色赛道打造差异化产品矩阵。个险渠道的核心竞争力根植于有温度的专业化服务，中小机构可依托区域属地优势，在垂直细分领域建立专属专业能力，形成头部难以复制的服务标签。\n　　最后革新队伍组织形态，拒绝粗放式全面铺开。应当摒弃传统人海战术，探索多元化、轻量化、精英化的新型营销组织模式。在多元渠道布局过程中有所取舍，避免陷入 “小而全”的资源分散困境，集中人力、费用资源打造精干优质代理人队伍，实现高质量可持续经营。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.50.1","shortVersion":"4.50.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2659114826","isCrawlerRequest":true}