On July 14, the entire stake in China-U.S. Insurance Advisory was sold for just 1 Chinese yuan (approximately 14 cents USD), highlighting a significant decline in the value of insurance intermediary licenses amid a broad industry shake-up.
The buyer, who purchased the insurance sales intermediary—a joint venture between a major insurer and an American multinational—will take on roughly 10 million CNY (about 1.4 million USD) in liabilities. However, this sale is still far below the previous valuation range of 20 million to 40 million CNY for insurance brokerage and sales licenses, which once fetched high prices during a period of intense regulatory approval from 2017 to 2021.
During that hectic period, some companies profited through commission rebates and improper fee extraction from insurance channels, prompting industrial firms, real estate developers, and internet companies to heavily invest in these licenses.
In recent years, the market has experienced a sharp decline. Many insurance intermediary stakes listed on auction platforms have seen their asking prices plummet, with numerous auctions repeatedly failing to find buyers. For example, the entire stake in Kaxing Tianxia Insurance Brokerage was sold in March for just over 71,000 CNY (roughly 10,470 USD) after its tenth auction.
Regulatory Crackdown Reshapes the Industry
This decline mirrors increased regulatory scrutiny, which has significantly raised compliance costs and made licenses easier to transfer, reducing their scarcity. Authorities have continued efforts to standardize the sector, closing nearly 4,000 insurance intermediary branches between 2024 and 2025 alone.
“These changes don’t mean the overall worth of insurance intermediaries has vanished. Instead, they represent a reshuffle after the license bubble burst,” said Long Ge, deputy director at a university’s Innovation and Risk Management Center.
The industry is evolving from focusing on “channel arbitrage” to offering professional services, driven by reforms and advancements like artificial intelligence. Leading firms, with sizable, high-quality customer bases, remain attractive to the market, Long explained, who is also a co-founder and general manager of a mutual aid platform.
Insurance intermediaries are increasingly shifting their emphasis from merely selling policies to lifelong customer management, addressing complex family risk needs that cannot easily be fulfilled through online platforms or traditional distribution methods, he added.
















