New Brand Finance data reveals 13 Chinese insurers, and 10 new Chinese-foreign joint venture insurance brands are featured in the ranking
BEIJING, 9 June 2026 – Chinese insurance brands account for USD125.8 billion in brand value in the latest Insurance 100 2026 report by Brand Finance, the world’s leading brand valuation consultancy. Representing 21% of the ranking’s global brand value of USD606.7 billion, China remains the world’s second largest insurance brand market by value and continues to hold the broadest representation in the ranking outside of the US. .
Collectively, Chinese insurance brands record a brand value growth of 3% year on year, reflecting continued resilience despite moderating pricing conditions across parts of the global insurance market. The performance highlights the growing importance of scale, long-term customer relationships, ecosystem integration, and customer trust in sustaining brand value growth. Rising demand for retirement planning, protection products, and health-related solutions continues to support the sector, alongside broader structural tailwinds linked to demographic change and long-term financial security needs.
Ping An Insurance (brand value up 19% to USD40 billion) retains its position as the world’s most valuable insurance brand for the 10th consecutive year. The brand also ranks third globally by Brand Strength Index (BSI), recording a score of 89.2/100 and an AAA brand strength rating. Growth continues to be supported by stronger insurance revenues, particularly across motor and non-motor Property and Casualty (P&C) lines, alongside improved underwriting discipline and risk management performance.
Beyond financial performance, Ping An continues to strengthen customer engagement through its technology-led “integrated finance + health and senior care” ecosystem. Continued investment in AI-enabled services, faster claims experiences, and broader healthcare integration has supported stronger familiarity, understanding, and consideration metrics.
China Life Insurance (brand value up 11% to USD20.4 billion) takes the limelight as the strongest insurance brand globally with a BSI score of 93/100 and an AAA+ rating ranks fourth globally by brand value. The result reflects exceptionally strong familiarity, consideration, and preference metrics supported by extensive nationwide distribution, longstanding consumer trust, and continued relevance across retirement and life protection categories. Supportive policy developments around pensions and healthcare, combined with rising consumer focus on financial resilience, continue to reinforce long-term demand.
China’s performance also extends beyond its leading brands, demonstrating depth across the broader ranking. PICC (brand value up 12% to USD16.8 billion) ranks 10th globally, supported by stronger insurance revenues and profitability across both P&C and life and health businesses. Strategic expansion into green finance, elderly-care finance, and digital finance continues to strengthen diversification and long-term positioning.
China’s insurance market is also seeing continued momentum across the Chinese-foreign joint venture insurers as international insurance expertise combines with domestic distribution scale and customer reach. Rising demand for protection, wealth management, and health-related products, alongside increasing emphasis on trust and long-term engagement, continues to strengthen the segment’s position within China’s evolving insurance landscape.
ICBC-AXA LIFE emerges as the most valuable Chinese-foreign joint venture insurance brand with a brand value of USD1.1 billion, supported by strong bancassurance capabilities and broad market access across 94 cities. The brand recorded premium revenue of more than USD7.1 billion in 2025 and ranked first among bank-affiliated life insurers by assets and premium scale.
Manulife-Sinochem Life ranks second with a brand value of USD966 million and records the strongest BSI score among joint venture insurers (56.5/100), reflecting a balanced proposition across protection, wealth, and health solutions.
BOCOM MSIG Life places third with a brand value of USD934 million, supported by the strength of bank-led distribution and growing demand for annuity and protection offerings.
Commenting on the findings, Scott Chen, Managing Director, Brand Finance China, said:
“China’s results in this year’s Insurance 100 ranking highlight how insurance brand leadership increasingly depends on turning scale into stronger customer outcomes. With 13 brands contributing USD125.8 billion in brand value, China combines broad market representation with global leadership. Continued momentum across Chinese-foreign joint venture insurers also reflects growing demand for protection, wealth, and health solutions, reinforcing the importance of trust, distribution strength, and customer relevance in driving long-term growth.”
Other notable Chinese and Chinese-Foreign joint venture brands featured in the ranking:
Together, China’s featured insurance brands demonstrate that sustained value increasingly depends not only on scale, but also on the ability to strengthen customer trust, improve engagement, and translate operational performance into long-term brand strength.
Global Insights
Globally, the insurance sector records its strongest brand value growth in five years, with the top 100 insurance brands increasing 14% year on year to a collective value of USD606.7 billion. As rate-driven tailwinds begin to moderate, insurers that continue investing in trust, digital capability, underwriting quality, and long-term value creation are expected to remain best positioned to sustain growth.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
