1. Background to Study |
In consideration of suggestions that there are still a large number of complaints about sales and solicitation activities in the insurance industry and that product features have become difficult for consumers to understand due to more diversified and complicated product lineups, the Study Team on Insurance Product Sales and Solicitation is being convened, with members including experts and service users, and is conducting studies for the purpose of tackling such suggestions in a professional and practice-oriented fashion, in order to improve user protection and user convenience.
The Team recently compiled an interim summary of issues as described below, based on the results of studies conducted since September 2005, focusing on compliance with the suitability rule in insurance agreements. |
2. Overview of Interim Summary of Issues |
(1) Whereabouts of Problems: Perception Gap between Agents, etc. and Consumers during Sales and Solicitation for Insurance Products
It is important for consumers to properly choose and purchase insurance products that meet their needs. However, the Team made the following suggestions as to whether that is actually possible.
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(i) Due to the complexity, etc. of insurance products, consumers' understanding of product features is limited.
(ii) Consumers who have no immediate need to take out insurance have difficulty in properly identifying their own needs.
(iii) Unless the consumer has collected and understands information on other options such as alternative insurance products and optional extras, it is difficult for the consumer to make the final judgment as to whether the insurance product he/she is about to buy truly meets his/her needs. |
On the other hand, the reality of insurance sales is that agents, etc. make customized proposals by narrowing down and designing insurance products demanded by the customer, in consideration of the customer's attributes and needs.
In such cases, agents, etc. and customers are deemed to be making a collaborative effort: for example, the customer provides certain information to the agent, etc., based on which the agent, etc. narrows down the insurance products that meet the customer's needs and makes a proposal.
However, the Team suggested that there is a perception gap between the agent, etc. and customers with respect to the aforementioned collaborative effort, as described below. |
[Perception of Agent, etc.] |
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The agent, etc. recognizes that there is a limit to providing an insurance product that best suits the customer's needs, as the collaborative effort is made purely as a service to the customer. |
[Customers' Perception] |
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Customers expect the agent, etc. to give advice based on his/her expertise and recommend an insurance product that meets customers' needs.
Due to such expectations, there are cases in which the customer passively purchases the recommended product without confirming whether or not it truly meets his/her needs. |
The Team looked into effective measures to eliminate such a perception gap and ensure smooth collaborative efforts, so that customers can purchase insurance products that meet their needs. |
(2) Role of Agents, etc. and Consumers to Eliminate Perception Gap The approach presented by the Team is to require the agent, etc. and the consumer to perform the following roles, assuming that the process from solicitation to purchase of insurance products is a collaborative effort between them. |
[Role of Agent, etc.] |
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(i) The agent, etc. must properly collect information on the customer's needs, and recommend an insurance product based on that information.
(ii) The agent, etc. must make efforts so that the explanation is not misunderstood by the customer in the solicitation process, and if any lack of understanding or misunderstanding has been identified on the part of the customer, provide a more intelligible explanation or clear up the misunderstanding. |
[Role of Consumer] |
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(i) The customer must properly provide the agent, etc. with information on his/her needs.
(ii) The customer must NOT purchase an insurance product recommended by an agent, etc. straight away; he/she must confirm that the features of the recommended product meet his/her needs and determine whether or not to purchase it based on the principle of self-responsibility. |
The Team suggested that in order to crystallize such an approach, it would be effective to establish the following framework, by referring to the so-called suitability rule and foreign legal systems. |
(3) Details of Framework: Intention Confirmation Form
To make sure that the customer has the opportunity to make a final confirmation as to whether or not the insurance product he/she is about to purchase meets his/her needs before signing the agreement, the Team suggested that it would be effective to prepare, issue and store a form designed to collect information on the customer's needs and confirm that the insurance product meets his/her needs (hereinafter referred to as "Intention Confirmation Form").
The Team pointed out the following merits of the Intention Confirmation Form: |
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(i) The customer will be able to confirm his/her needs and whether or not the insurance product meets his/her needs before signing the agreement, and will be able reconsider whether or not to sign the agreement.
(ii) The agent, etc. will confirm whether or not the insurance product meets the customer's needs in the process of preparing the Intention Confirmation Form, and will be able to reconsider whether the recommendation is appropriate or not.
(ii) Both parties will be able to confirm the purchase process afterwards. It will help prevent and solve problems, etc. that might arise afterwards. |
a. Details of Intention Confirmation Form
The Team stated its views that the following information should be written on the Intention Confirmation Form. |
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(i) Information on the customer's needs learned by the agent, etc.
(ii) Main reasons why the recommended insurance product is deemed to meet the customer's needs.
(iii) Customer's needs that cannot be met, if any, and other matters that are worth noting, if any. |
The agent, etc. needs to be provided with information on the customer's needs in order to determine his/her needs. The Team has made the following suggestions on this matter.
- Information on needs may vary widely, ranging from the type of coverage required for insurance against death, etc. to the exact amount of insurance premiums and other particulars of the main policy and each optional extra.
- It would be appropriate for the Intention Confirmation Form to cover information on needs that would at least be required as exemplified below. |
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(i) What kind of cover is sought? (Coverage for bereaved family compensation in the event of death, medical coverage for cancer and three major diseases, etc.)
(ii) Is a savings component required?
(iii) Are market risks tolerated?
(iv) Period of coverage sought, requests concerning insurance premium, amount insured, priority items, etc., if any. |
- In addition to the above, as the needs relating to the particulars of the insurance policy (such as the exact amount insured and the exact amount of insurance premium for the main policy and each optional extra) are also important, it would be appropriate to require the agent, etc. to reconfirm whether or not the customer's needs are met with respect to important items in the ultimate insurance policy, by such means as questioning. |
The Team considers that it would be appropriate to confirm with the customer any information on needs provided by him/her in the Intention Confirmation Form, and to allow the customer to request the correction of any information that contradicts with facts. |
For the purpose of clarifying the person who prepared and issued the Intention Confirmation Form, the Team considers that it would be appropriate to expressly state the name of the agent, etc. when preparing and issuing the Form. |
As for the media format in which the Intention Confirmation Form should be provided, the Team considers that it would be appropriate to provide it in document format, as it is necessary to store it to enable the customer to confirm the purchase process afterwards. While it may be possible to provide the Form by email or in other electronic media format if the customer consents to it, the Team considers that it would be appropriate to make it storable (e.g., printable) for customers. |
b. Scope of Application of Intention Confirmation Form |
The Team stated in its view that it would be appropriate to apply the Intention Confirmation Form to the following cases where solicitation involves the agent, etc. and the customer making a collaborative effort based on the exchange of information, etc. between each other and customer protection requirements are high due to the type of the product. |
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(i) Products with investment attributes
(ii) In the case of protection-oriented products, the Intention Confirmation Form should be applied in cases where the disadvantage incurred by the customer as a result of the product not meeting his/her needs is substantial, such as those with a long insurance period.
(iii) Policy exchange and conversion |
(4) Approach to Cases in which Intention Confirmation Form is Inapplicable
Even in cases where there is no need to prepare or issue the Intention Confirmation Form, the Team considers that it would be appropriate to store documents, etc. which checks important matters regarding the customer's needs that must be confirmed carefully.
In regards to what kind of information on the customer should be collected in each stage of the sales and solicitation process, and how to provide an explanation to the customer when the insurance product is found to not meet his/her needs, the Team considers that it would be appropriate to require insurance companies, etc. to develop a proper system based on their own judgment.
It is necessary to develop a system that can verify the appropriateness of sales and solicitation activities afterwards. Such a system should be established with respect to each product characteristic, such as the length of the insurance period. For example, storage of questionnaires and documents outlining the negotiation process has been suggested as a possibility. |
(5) Other Activities Required among Agents, etc.
Other activities required among agents, etc. pointed out by the Team are as follows.
(i) Provide an explanation according to the customer's level of understanding and eliminate misunderstanding.
- In the event that an agent, etc. discovers that the customer does not understand or misunderstands his/her explanation, the agent, etc. must strive to provide a more intelligible explanation and eliminate misunderstandings.
(ii) Expressly state the positioning of the agent, etc.
- Upon solicitation, it would be appropriate for the agent, etc. to expressly state the range of insurance companies that he/she can deal with (whether or not the agent, etc. is exclusive or nonexclusive; if nonexclusive, the number of insurance companies he/she can deal with and other such information should be expressly stated).
- If the customer is about to make a declaration, it would be appropriate for the agent, etc. to expressly state the existence of the right to receive the declaration. |
(6) Positioning under Laws and Regulations
As for the positioning under laws and regulations, the Team has pointed out that for example, the Intention Confirmation Form could be positioned as the duty of developing a system under Article 53 (7) of the Enforcement Regulations of the Insurance Business Law being fulfilled in concrete terms, and the rules could be clearly defined in the supervisory guidelines. |