Xiangrikui

What Xiangrikui does

Xiangrikui (向日葵保险网) is a privately-held Chinese third-party internet insurance brokerage platform founded in December 2007 and headquartered in Guangzhou. The company operates a two-sided platform that connects more than four million registered insurance agents with Chinese consumers shopping for critical illness, life, medical, accident, and group enterprise insurance products from over twenty partner carriers including Taikang Online, Ping An, China Life, MetLife, People's Life, Pacific, and Taiping. Its core technology stack is a multi-channel distribution system spanning PC web (xiangrikui.com), iOS/Android mobile app (向日葵保险APP), and a WeChat public account (向日葵保险网), each offering product browsing, comparison, purchase, and claims reporting. Distinguishing product modules include a plan-making tool (计划书功能) that generates and shares customized insurance proposals at scale (over 5 million plans created and shared per month), a dedicated claims service (理赔服务) with WeChat-based filing, pre-review, and assigned specialists, and the long-running 问吧 insurance professional community for agent knowledge sharing.

The company earns revenue primarily through insurance brokerage commissions earned on policy placements via its wholly-owned subsidiary, Guangzhou Xiangrikui Insurance Brokerage Co., Ltd., which holds a nationwide brokerage license and internet sales authorization from the China Banking and Insurance Regulatory Commission (CBIRC). Value-added services to agents—plan-making tools, marketing materials, online learning, and the professional community—are positioned to drive agent engagement and downstream policy sales rather than as direct monetization streams. Customer segments are split between individual Chinese insurance consumers (the end policyholders) and independent insurance agents/financial advisors who use the platform to source products, generate plans, and manage client relationships. The company has completed Series A and Series A+ financing rounds totaling over 150 million RMB (with an additional 2015 round of approximately $15.8M from Bridge Capital China and Tiantu Capital and a 2009 seed from Decent Capital) and operates with a lean team of 11-50 employees, reflecting an asset-light brokerage model.

Name

Xiangrikui

Legal name

广州向日葵信息科技公司 (Guangzhou Xiangrikui Information Technology Company)

Website

https://xiangrikui.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Xiangrikui (向日葵保险网) is a Guangzhou-based third-party internet insurance brokerage platform, founded in 2007, connecting more than 4 million registered insurance agents with Chinese consumers for online comparison, purchase, and claims processing of critical illness, life, medical, and accident products from 20+ carrier partners under a CBIRC-licensed brokerage subsidiary.

Ownership category

akta.pro rank

Product category

Online Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAGAGAA

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces)

Financial & Insurance/Financial Technology (Fintech)/Insurtech Platforms (Digital Insurance Enablement)

SECONDARYFSAGAGAL

Embedded Insurance & Affinity Distribution Platforms

Financial & Insurance/Financial Technology (Fintech)/Insurtech Platforms (Digital Insurance Enablement)

Keywords

• Internet insurance platform
• Insurance brokerage services
• Insurance agent tools
• Online insurance comparison
• Third-party insurance marketplace

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: As a licensed insurance broker (via Guangzhou Xiangrikui Insurance Brokerage Co., Ltd.), the platform earns commissions from insurance companies for policy placements. The platform connects consumers with insurance products from 20+ partner insurance companies and earns commissions on successful transactions.
2. Agent Platform Services: Provides value-added services to insurance agents including plan-making tools, marketing materials, learning resources, and online sales capabilities. Revenue derived from agent engagement and policy sales through the platform.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Xiangrikui operates a third-party internet insurance platform that connects registered insurance agents with insurance consumers. Through its web portal, mobile application, and WeChat public account, the platform aggregates insurance products (critical illness, life, medical, accident, and enterprise group insurance) from 20+ partner insurance companies. It provides agents with online sales tools including a plan-making tool (over 5 million plans created/shared per month), marketing materials, an online learning community, and end-to-end claims processing support for policyholders.

Product overview

Xiangrikui operates as a unified third-party internet insurance platform consisting of the 向日葵保险网 website, 向日葵保险APP mobile application, and WeChat public account. The platform connects over 400万 registered insurance agents with insurance consumers, offering product comparison across major insurance types (critical illness, life, medical, accident, enterprise group insurance), an online plan generation tool (每月500万+ plans created), and end-to-end claims processing services. Additional features include an online learning community (问吧), marketing materials library, and multi-channel access via PC, mobile web, and WeChat platforms.

Differentiator

Problem solved

Functional benefit

Brands

• 向日葵保险经纪有限公司: A wholly-owned subsidiary providing nationwide insurance brokerage services, licensed by China Banking and Insurance Regulatory Commission for internet sales.

Products and services

• Xiangrikui Insurance Platform (向日葵保险网) Multi-channel third-party insurance brokerage platform connecting consumers and insurance agents with insurance products from 20+ partner insurers, accessible via PC web, mobile app, and WeChat public account.
• Xiangrikui Insurance Mobile App (向日葵保险APP) Mobile application for iOS and Android providing insurance product selection, online policy issuance, plan generation, marketing materials, and online learning community features for insurance agents and consumers.
• Insurance Product Selection Platform (保险产品选购平台) Online product browsing and filtering tool enabling users to search insurance products by insurance type, insurance company, and age group (0-17, 18-65, 66-100 years), supporting direct online purchasing.
• Claims Processing Service (理赔服务)

Quantifiable outcome

• 5 million+ insurance plans created/shared monthly
• +1 more outcomes

Named customers2 records

Segments2 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

Ten partnerships are on record, tiered core.

• Taikang Online (泰康在线)coreChannel Partner/ Reseller/ DistributorTaikang Online has a brokerage agreement with Xiangrikui for insurance product distribution through the platform. Xiangrikui facilitates sales of Taikang insurance products and provides claims support to policyholders.
• Ping An Property Insurance (平安财险)coreChannel Partner/ Reseller/ DistributorPing An Property Insurance has a brokerage agreement with Xiangrikui for insurance product distribution. The partnership includes accident insurance products available on the platform.
• People's Life Insurance (人保寿险)coreChannel Partner/ Reseller/ DistributorPeople's Life Insurance maintains a brokerage agreement with Xiangrikui for life insurance product distribution through the platform.
• China Life Insurance (中国人寿险)coreChannel Partner/ Reseller/ DistributorChina Life Insurance partners with Xiangrikui via brokerage agreement for insurance product distribution through the platform.
• Pacific Property Insurance (太平洋财险)coreChannel Partner/ Reseller/ DistributorPacific Property Insurance has a brokerage agreement with Xiangrikui for property insurance product distribution.
• Hepulian Life Insurance (合众人寿)coreChannel Partner/ Reseller/ DistributorHepulian Life Insurance partners with Xiangrikui via brokerage agreement for life insurance distribution through the platform.
• Taiping Property Insurance (太平财险)coreChannel Partner/ Reseller/ DistributorTaiping Property Insurance maintains a brokerage agreement with Xiangrikui for insurance product distribution.
• MetLife (大都会)coreChannel Partner/ Reseller/ DistributorMetLife partners with Xiangrikui via brokerage agreement for insurance product distribution through the platform.
• Zhongyi Life Insurance (中意人寿)coreChannel Partner/ Reseller/ DistributorZhongyi Life Insurance has a brokerage agreement with Xiangrikui for life insurance product distribution.
• Li'an Life Insurance (利安人寿)coreChannel Partner/ Reseller/ DistributorLi'an Life Insurance partners with Xiangrikui via brokerage agreement for insurance product distribution.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Waterdrop Inc. Waterdrop is a Chinese insurtech and health platform operating an online insurance marketplace (Waterdrop Insurance) alongside crowdfunding and health services. Directly comparable as a third-party insurance distribution platform with similar agent/user-side tools serving Chinese consumers.
• Huize Holding: Huize is a leading online insurance brokerage in China offering long-term life and health products through web and mobile channels. Closely comparable business model of digital insurance brokerage with multi-carrier distribution and consumer-facing comparison tools.
• Yuanbao (元保): Yuanbao is a Beijing-based online insurance agency distributing health, accident, and life products through digital channels in China. Comparable as a Chinese insurtech intermediary focused on direct-to-consumer insurance sales with carrier partnerships.
• Babaiji (八百方): Babaiji is a Chinese insurance comparison and brokerage website aggregating products from multiple carriers for individual consumers. Comparable as a third-party online insurance aggregator/distributor serving the same Chinese consumer and agent segments.

Broad incumbents

• ZhongAn Online P&C Insurance: ZhongAn is a Hong Kong-listed, Tencent-backed digital insurer in China offering internet-distributed P&C, health, and lifestyle insurance products. Comparable as a major Chinese internet insurance incumbent but operates as a licensed carrier rather than a pure broker.
• Ant Insurance (Ant Group): Ant Insurance is the insurance distribution arm within Ant Group's Alipay super-app ecosystem, selling health, life, and P&C products to hundreds of millions of Chinese consumers. Comparable as a Chinese digital insurance marketplace with embedded distribution, though significantly larger and ecosystem-distributed.
• JD Insurance (京东保险): JD Insurance operates inside JD.com's e-commerce super-app, offering insurance products alongside retail purchases. Comparable as a Chinese embedded insurance distributor leveraging a major consumer ecosystem, though tied to JD's broader commerce platform.
• Lufax Holding: Lufax is a major Chinese fintech platform (formerly Ping An-affiliated) offering wealth management, lending, and insurance products through digital channels. Comparable as a large-scale Chinese digital financial services player with insurance distribution, though diversified beyond insurance.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xweibo.com/xiangrikui

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Xiangrikui