What Huize does

Huize Holding Limited (NASDAQ: HUIZ) is a Shenzhen-headquartered insurtech company founded in 2006 that operates a technology-driven online insurance distribution platform serving mass affluent consumers across Asia. The company functions as an insurance marketplace aggregating products from 100+ partner insurance carriers, offering individual consumers and families a comprehensive suite of products including long-term medical insurance, critical illness coverage, accident insurance, term life, wealth/savings insurance, and travel insurance. The platform is augmented by its Xiaoma Claims (小马理赔) service brand, which provides WeChat-based claim submission and expert-led assistance across three service tiers (quick claims, large-claim coordination, and non-Huize policy help), having assisted 522,000 clients with cumulative claims of RMB 2.54 billion through December 2023.

Underlying the marketplace is an AI-driven technology stack that supports cost reduction and operational efficiency across product recommendation, underwriting support, and claims processing. Distribution is multi-channel, combining a self-serve website (huize.com), mobile app, gold-medal professional consultants for mid-market buyers, and a corporate group cooperation channel (xiebao18.com). Internationally, Huize is expanding via its Poni Insurtech sub-brand following the 2024 acquisition of Vietnam-based Global Care Consulting Joint Stock Company, supported by VinaCapital Ventures as a strategic shareholder.

The business model is commission- and transaction-fee-based: revenue is generated primarily through affiliate referral commissions from partner insurance companies and fees tied to gross written premiums and first-year premiums routed through the platform. As of 2025, the company served 12.3 million cumulative insurance clients, grew revenue 27% year-over-year and gross written premiums 21%, and reported net profit of RMB 4.0 million — its third consecutive year of non-GAAP profitability. Leadership is anchored by CEO Cunjun Ma and COO Li Jiang.

Name

Huize

Legal name

慧择保险经纪有限公司

Website

https://huize.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Huize Holding Limited (NASDAQ: HUIZ) is a Shenzhen-based insurtech company operating an AI-driven online insurance marketplace aggregating products from 100+ carriers, serving 12.3 million mass affluent consumers across China and expanding into ASEAN via its Poni Insurtech brand.

Ownership category

akta.pro rank

Product category

Online Insurance Distribution

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Online insurance distribution
• Insurance brokerage platform
• Insurance marketplace
• Health insurance products
• Claims assistance services

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Insurance Distribution: Commission-based revenue from distributing insurance products from partner insurance companies to end customers through the online platform
2. Premium Volume Based Revenue: Revenue driven by gross written premiums and first-year premiums through the platform

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Huize operates an AI-driven online insurance distribution and brokerage platform that aggregates products from over 100 partner insurance companies and serves consumers across Asia with health, critical illness, accident, life, and travel insurance products. The platform combines self-service digital channels with professional insurance consultants and offers post-sale Xiaoma Claims (小马理赔) assistance to support policyholders.

Product overview

Huize Holding Limited operates a technology-driven online insurance distribution platform under the 慧择保险网 (Huize Insurance Network) brand, serving mass affluent consumers primarily in China and expanding into ASEAN markets through its Poni Insurtech sub-brand. The platform functions as an insurance marketplace aggregating products from approximately 100 partner insurance companies, offering individual consumers and families a comprehensive suite of insurance products including health/medical insurance, critical illness insurance, accident insurance, term life insurance, wealth/life insurance, travel insurance, property insurance, and liability insurance. Key products include the 星相守 (Star Mutual) long-term medical insurance series, 达尔文 (Darwin) critical illness insurance series, 长相安 (Zhangchang'an) million-yuan medical insurance series, 定海柱 (Dinghaizhu) term life insurance series, and various children's insurance products. The platform is augmented by the 小马理赔 (Xiaoma Claims) claims assistance service brand offering small-claim fast processing (小马闪赔), large-claim coordination (小马协赔), and non-Huize policy claims help (小马帮赔), providing WeChat-based claim submission and expert 1-on-1 assistance throughout the claims process.

Differentiator

Problem solved

Functional benefit

Brands

• 小马理赔: Huize's independent claims assistance service brand offering three service models: 小马闪赔 (quick claims for small amounts), 小马协赔 (assisted claims for large amounts), and 小马帮赔 (full claims assistance for non-Huize policies). The service has assisted 522,000 clients with 2.54 billion yuan in cumulative claims and 63.49 million yuan in protecting client rights as of December 31, 2023.

Products and services

• Huize Insurance Network (慧择保险网)
• Xiaoma Claims (小马理赔)
• Poni Insurtech
• Corporate Group Insurance Cooperation (xiebao18.com 携保18)
• Star Mutual Long-term Medical Insurance 2 (星相守2号长期医疗保险)
• Darwin 12 Critical Illness Insurance (达尔文12号重大疾病保险)
• Zhangchang'an 3 Million Medical Insurance (长相安3号百万医疗险)
• Dinghaizhu 8 Term Life Insurance (定海柱8号定期寿险)
• Xiaoshentong 7 Children's Accident Insurance (小神童7号少儿意外险)
• Nuanbaobao 3 Children's Outpatient Insurance (暖宝保3号少儿门急诊保险)
• Xiaomifeng 6 Comprehensive Accident Insurance (小蜜蜂6号综合意外险)

Quantifiable outcome

• 21% increase in gross written premiums in 2025
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Global Care Consulting Joint Stock CompanycoreStrategic or Co-development Partner · 20 June 2024Leading insurtech company in Vietnam acquired by Huize to expand into ASEAN market. Deal includes Huize's control of Global Care to leverage technology and AI solutions for product development and market growth in Vietnam.
• Shengs Life & General Insurance AgencycoreStrategic or Co-development Partner · 24 August 2021Regional insurance agency in China acquired to enhance online-to-offline integration and expand market reach through network and customer base. Transaction expected to complete by end of 2021.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lemonade Inc. US-listed AI-native insurance company using behavioral economics and chatbots for digital insurance distribution. Comparable to Huize in its AI-driven, mobile-first approach to mass-market insurance distribution, although focused on P&C rather than life/health.
• Policybazaar (PB Fintech): India's largest online insurance aggregator and comparison platform, listed on NSE/BSE. Closely mirrors Huize's model of aggregating products from multiple insurers and serving consumers via an online comparison and purchase flow in an emerging Asian market.
• Coverfox Insurance: Indian online insurance brokerage platform aggregating products from multiple insurers across life, health, and motor lines. Comparable to Huize as an Asia-based digital insurance marketplace serving consumers with comparison and purchase tools.
• Waterdrop Inc. NYSE-listed Chinese insurance and healthcare crowdfunding platform that operates an online insurance marketplace and mutual aid business. Closest direct competitor to Huize in the Chinese online insurance brokerage space with a similar target audience of mass-affluent consumers.
• ZhongAn Online P&C Insurance: China's leading online-only insurance company listed on HKEX, offering digital P&C and life/health products through a tech-driven platform. Directly comparable to Huize as a Chinese insurtech serving mass consumers with digital distribution, though ZhongAn also underwrites its own products rather than acting purely as a broker.
• GoCompare / GoCo Group: UK-listed insurance comparison platform that aggregates products from multiple insurers across life, home, motor, and travel lines. Comparable to Huize as an established insurance marketplace aggregator monetizing via commissions on distributed policies, though geographically distinct.
• SelectQuote Inc. US online insurance distribution platform focused on life and health insurance for consumers and seniors. Comparable to Huize in its commission-based model for distributing life/health/Medicare products through digital channels and senior-targeted customer segments.

Regional players

• Akulaku: Pan-ASEAN digital financial services and insurance platform operating across Indonesia, Vietnam, Philippines, and Malaysia. Relevant to Huize as a Southeast Asian insurtech/fintech competitor and potential partner as Huize expands into ASEAN via Poni Insurtech.

Broad incumbents

• Ant Group (Xianghubao / Ant Insurance): Dominant Chinese fintech ecosystem that distributes insurance products including its flagship mutual aid/health product Xianghubao. A massive broad incumbent whose scale, embedded distribution via Alipay, and capital base dwarf pure-play insurtechs like Huize, making it the dominant competitive force in the same market.
• Ping An Insurance (online channels): One of China's largest insurance and financial services groups with substantial online distribution capabilities. Operates in the same product categories Huize distributes (life, health, accident) and competes directly for the same mass-affluent customers, though via an integrated carrier + distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Huize