Mission Statement, Vision, & Core Values (2026) of Sunshine Insurance Group Company Limited.

Sunshine Insurance Group (listed as 6963.HK), founded in 2005, pairs a clear mission-"to bring more sunshine to people"-with a vision "to be an insurance group with humanity and vitality" and a set of core values focused on being customer-first, creating shared value, and driving innovation; the group's scale and strategy are striking: in 2023 total premium income reached 108.74 billion yuan (up 6.9% YoY), led by Sunshine Life at 68.3 billion yuan (up 12.3%) and Sunshine Property & Casualty at 40.38 billion yuan, while its social and economic footprint includes providing risk protection of 44.5 trillion yuan to the real economy alongside targeted support-82.2 billion for Belt and Road projects, over 170 billion for small and micro enterprises and 14.5 billion in financing-backed by digital credentials (14 external tech awards and 13 new patents in 2022) and sizable green and sustainable investments that inform how its mission, vision and the "one goal, two fundamentals, three unions" ethos translate into measurable business strategy and market momentum; read on to explore how these principles shape product design, tech adoption, and long-term growth initiatives.

Sunshine Insurance Group Company Limited (6963.HK) - Intro

• Founded: 2005
• Listed: 6963.HK
• Business lines: Life insurance, health insurance, property & casualty insurance, asset management, reinsurance-related services
• Strategic focus: Digitalization, green finance, SME support, Belt and Road insurance solutions

Mission

• Protect livelihoods and enable sustainable development by providing accessible, reliable insurance and financial solutions.
• Create lasting value for customers, shareholders, employees, and communities through prudent risk management and innovation.

Vision

• To be a trusted, technology-driven insurance leader in China and international markets, delivering comprehensive protection and sustainable investment solutions.
• To integrate insurance with broader economic and social development goals, including green transition and SME resilience.

Core Values

• Customer Centricity - prioritize client needs across product design, distribution, and claims service.
• Integrity & Prudence - adhere to regulatory compliance, sound underwriting, and risk controls.
• Innovation - leverage big data, AI, cloud, and IoT to enhance customer experience and operational efficiency.
• Responsibility - commit to social welfare, green finance, and support for SMEs and Belt and Road initiatives.
• Collaboration - partner with ecosystems, fintech, and institutional stakeholders for scaled solutions.

Strategic Pillars & KPIs

• Premium Growth: maintain mid-single-digit to double-digit growth across life and P&C segments (2023: total +6.9%; life +12.3%).
• Digital Adoption: expand AI/big data usage across underwriting, claims, and distribution (2022: 14 innovation awards; 13 patents).
• Sustainable Finance: grow sustainable investment balance (2022: >40 billion RMB) and scale green insurance coverage (~60 trillion RMB).
• SME & Belt and Road Support: increase insurance protection and financing facilitation (2022: 170+ billion RMB protection; 14.5 billion RMB financing).

Sunshine Insurance Group Company Limited (6963.HK) - Overview

• To bring more sunshine to people - delivering wellbeing and security through comprehensive insurance solutions.
• Customer-centric focus: understanding unique needs and delivering personalized protection across life stages.
• Continuous innovation: adapting products and distribution to evolving customer demands and risk landscapes.
• Societal role: reinforcing economic and social stability for communities by providing risk protection and financial resilience.

• To be a leading, trusted insurer in Greater China and selected international markets, known for product innovation, distribution strength, and service excellence.
• To expand digital capabilities and data-driven underwriting to provide faster, more personalized solutions and improve risk selection.
• To sustain prudent capital management and stable returns for shareholders while maintaining high protection levels for policyholders.

• Customer First - design and deliver products that meet real-life needs at different life stages.
• Integrity - transparent underwriting, claims handling, and communications.
• Professionalism - strong actuarial, risk-management and distribution expertise.
• Innovation - embrace technology, data analytics and partnerships to improve customer outcomes.
• Community Responsibility - contribute to social resilience through accessible insurance and financial education.

• Product segmentation across life insurance, health protection, accident coverage, and savings/investment-linked solutions to match lifecycle needs.
• Distribution diversification: bancassurance, agency force, online platforms and partnerships with fintech/healthcare providers.
• Enhanced claims service and preventive-care programs to reduce loss ratios and improve customer experience.
• Targeted community initiatives emphasizing financial literacy and disaster-resilience programs in core markets.

• Enhance customer-centric product design: modular policies, wellness-linked riders, flexible premiums.
• Invest in digital distribution and claims automation to shorten turnaround and lower operating costs.
• Strengthen capital efficiency while preserving a healthy solvency margin for policyholder protection.
• Expand health-insurance and critical-illness portfolios amid rising medical costs and ageing demographics.
• Forge strategic partnerships with healthcare providers and insurtechs to increase penetration and service quality.

• Board oversight of risk management, product governance and conduct standards.
• Dedicated compliance and actuarial teams ensuring product suitability and reserving adequacy.
• Performance metrics tied to customer satisfaction, claims turnaround and sustainable financial returns.

Sunshine Insurance Group Company Limited (6963.HK) - Mission Statement

• Humanity: prioritize customer trust, ethical conduct, transparent claims handling, and community-focused initiatives.
• Vitality: drive digital transformation, product innovation, agile distribution, and market responsiveness.
• Balance: integrate social responsibility with profitable growth to preserve long-term brand credibility.

• Product accessibility - expand microinsurance and tailored SME coverages to meet diverse needs.
• Digital customer experience - mobile claims, e-policy issuance, AI-assisted underwriting and chat-based service.
• Operational efficiency - optimize capital deployment and investment portfolio to support underwriting capacity.
• ESG & social responsibility - community health programs, disaster relief support, and sustainable investment integration.

• Customer satisfaction & claim settlement ratios (target: >95% first-contact resolution).
• Retention rates for core life products (target: year-on-year improvement of 2-4%).
• Digital adoption rate - share of premium or service interactions via digital channels (target: 40%+ within three years).

Sunshine Insurance Group Company Limited (6963.HK) - Vision Statement

• One goal: All for customers - prioritizing customer outcomes across product design, claims, service and advisory.
• Two fundamentals: Creating value and win-win growth - aligning business objectives with stakeholder value creation and partnerships.
• Three unions: Passion and sense, speed and quality, flexibility and concentration - balancing enthusiasm with judgement, agility with high standards, and adaptability with strategic focus.
• Style: Simple and trustworthy - transparent communications, clear product design and reliable service.
• Enterprise Spirit: To transcend ourselves and innovate revolutions - promoting continuous improvement, digital transformation and new business models.
• Enterprise Philosophy: Take the steadfast mentality as peasants and work diligently with the spirit of a craftsman - emphasizing diligence, craftsmanship and operational rigor.

• Customer-first product development and claims experience redesign to reduce friction and increase retention.
• Digital transformation investments to accelerate distribution, underwriting automation and real-time risk monitoring.
• Partnerships and ecosystems to expand protection touchpoints - bancassurance, agency networks, insurtech alliances.
• Capital efficiency and risk control to sustain solvency and support competitive pricing while funding growth.

• Customer experience KPIs: claim turnaround time reduction targets (e.g., 30% faster e-claims year-over-year) and Net Promoter Score improvement programs.
• Digital and tech investments: allocation of a multi-year IT budget to automate underwriting and claims - typically 3-5% of annual revenues directed to IT and digital initiatives.
• Product innovation: expanding usage-based, micro-insurance and health management products to capture underinsured segments and raise policy density.
• Capital & risk discipline: maintaining solvency above regulatory minima with buffer targets (e.g., maintain core solvency >180-200%).

• Leadership commitment to the "All for customers" goal through KPIs linked to customer outcomes and executive compensation.
• Cross-functional squads embodying the "three unions" approach to drive rapid, high-quality pilots that scale upon demonstrated customer value.
• Transparent reporting and simple product disclosures aligned with the "simple and trustworthy" style.
• Continuous learning programs and innovation labs to foster the enterprise spirit of transcending limits and pioneering change.