NCSI GA Customer Satisfaction: What Top General Agencies Did Right (and How to Apply It)
The first NCSI General Agency Customer Satisfaction Survey is in. Hanwha Life Financial Service topped the list with 70 points, followed by GA Korea (69), Incar Financial Service (66), and Prime Asset (65).
The survey focused on real policyholders aged 20-59 who bought insurance under their own names through GA-affiliated agents, paid premiums for over a year, and kept their policies active. This is a reliable read on retention drivers, not just initial sales appeal.
Why this matters for insurance leaders
Customer satisfaction in GAs is now a measurable asset. The top firms leaned into three levers: AI-enabled journeys, audit-first discipline, and tighter consumer protection. If you run distribution, compliance, or CX, these are playbooks you can adapt immediately.
1) Hanwha Life Financial Service - Integrated, secure, and simple
- Formed a business partnership with Naver Financial and launched a generative AI-based personalized recommendation service.
- Enabled a one-stop flow in the Naver Pay app: compare products, analyze coverage, and complete payment in a single session.
- First GA to obtain ISMS-P integrated certification (information security and personal data protection) this March.
Takeaway: Reduce friction across the quote→advice→bind flow and prove your data safeguards. Pair AI-driven recommendations with a seamless checkout and visible compliance signals.
2) GA Korea - Trust through audits and capability building
- Signed a Financial Consumer Protection MOU with Samsung Life Insurance to strengthen self-inspections, complaint prevention, and data protection.
- Rolled out training for new agents focused on field consultations and complete sales skills.
- Maintained the lowest incomplete sales rate among large GAs. Per 2024 disclosure, both life and non-life incomplete sales rates were 0%.
Takeaway: Formalize joint controls with carriers, sharpen frontline consultation quality, and measure incomplete sales relentlessly.
3) Incar Financial Service - Proactive risk controls with AI
- First in the GA sector to set up a Financial Consumer Protection Headquarters.
- Implemented a generative AI-based "New Contract Risk Management System" to prevent incomplete sales before they happen.
Takeaway: Move from reactive remediation to pre-bind risk screening. Embed AI checks into proposal and contract stages to flag suitability gaps early.
4) Prime Asset - Digital touchpoints that convert
- Expanded digital access since last year and improved consultation quality.
- Launched "Pick & Plan" in October, a comparison and advisory platform where customers can request phone or chat consultations online.
Takeaway: Meet customers where they already are. Give them quick, low-friction paths to human advice without forcing branch visits.
Action checklist for GA leaders
- Blend AI-driven product recommendations with clear, auditable logic. Keep humans in the loop for suitability and edge cases.
- Stand up a consumer protection function with authority across sales, ops, and IT. Tie it to compensation and QA.
- Run self-inspections with carriers on entrusted tasks. Track complaint themes, rework drivers, and incomplete-sale triggers weekly.
- Pursue recognized security certifications and communicate them in the buying journey to boost trust.
- Build digital-to-human bridges: chat-to-advisor, callback scheduling, and guided coverage analysis that leads to a clean bind.
What to watch next
Expect more GA-platform partnerships, wider use of generative AI in advice and QA, and tighter disclosure around incomplete sales. The firms that win will make buying feel effortless while staying strict on suitability and data protection.
Resources for insurance teams exploring AI
- AI tools for finance workflows - shortlist tools to test for advice, QA, and ops.
- Courses by job - upskill advisors, QA, and compliance teams with focused training.
Scores at a glance
- Hanwha Life Financial Service: 70
- GA Korea: 69
- Incar Financial Service: 66
- Prime Asset: 65
Bottom line: Make it easy to buy, hard to mis-sell, and safe to share data. The leaders are already doing all three.
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