ShuDi Insurance - Research on Insurance Demand and Pain Points Among Individuals with Pre-existing Conditions
Company overview
ShuDi Insurance Agency Co., Ltd. is China's leading internet-based insurance brokerage platform, operating under Waterdrop Inc., headquartered in Beijing. Since its inception, the company has been committed to delivering high-value, customized, and sustainable insurance solutions through digital technologies and big data capabilities. Guided by its mission of 'inclusive insurance,' ShuDi Insurance particularly focuses on populations with health limitations who face difficulties accessing traditional insurance coverage, actively promoting the market adoption and popularization of innovative insurance products such as 'insurability for individuals with pre-existing conditions.' The company has established professional service teams in major Chinese cities and currently provides coverage to millions of families nationwide, offering comprehensive protection support.
Research background
As China's population continues to age and public health awareness increases, an increasing number of individuals with pre-existing conditions are beginning to prioritize their personal insurance needs. However, traditional health insurance products often impose strict health screening thresholds, which frequently obstruct individuals in the sub-healthy, chronic disease, and post-recovery stages from accessing insurance coverage. As a platform deeply committed to inclusive insurance, ShuDi Insurance urgently needs to understand the specific barriers these individuals face during the insurance purchasing process, their product preferences, and service expectations—key insights that will inform product innovation and enhance customer experience. This study was therefore initiated to develop a more aligned insurance service system tailored to the actual needs of individuals with pre-existing conditions, and to explore the practical implementation pathways of 'insurability for individuals with pre-existing conditions' within the context of inclusive insurance.
Research scope
In June 2025, CEIDEA Research was commissioned by ShuDi Insurance Agency Co., Ltd. to conduct a specialized study on 'insurance demand and pain points among individuals with pre-existing conditions.' This research employed a large-scale quantitative survey methodology, with a total sample size of 1,200 respondents covering individuals in the sub-healthy, chronic disease, mild, moderate, and severe condition categories across first-tier, second-tier, new-tier, and below-third-tier cities nationwide. The study specifically included individuals aged 18 and above who have already purchased commercial personal insurance. The questionnaire explored key dimensions including past medical diagnoses, purchasing behaviors, awareness of coverage gaps, underwriting experiences, product preferences, and service expectations. The findings will serve as a foundation for industry insights reports and guide future product optimization decisions.
Expected outcomes
Through this research, ShuDi Insurance will gain a comprehensive understanding of the primary obstacles and coverage gaps faced by individuals with pre-existing conditions during actual insurance purchasing processes. The study will clarify differences in understanding and core needs across various health statuses, and identify the impact pathways of 'insurability' on users' willingness to purchase insurance. Additionally, the research will deeply explore users' acceptance and feedback regarding insurance policy terms, price expectations, and service processes. These insights will provide data-driven evidence and strategic direction for ShuDi Insurance to develop more targeted, practical, and user-acceptable 'insurability for individuals with pre-existing conditions' products, thereby strengthening the brand's influence and user trust in the field of inclusive insurance.
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