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Oracle Customer Success—Tian An Life Insurance Co., Ltd.

Tian An Life Insurance Co., Ltd.

Tian An Life Launches Marketing Campaigns 60% Faster, Accelerates Time-to-Market by 40%, and Reduces Labor Cost by 30%


Thanks to Oracle WebCenter Sites’ powerful rule engine and intuitive content authoring and design tool, we now launch marketing campaigns 60% faster, accelerated time-to-market by 40%, reduced labor costs by 30%, and boosted sales.

— Du Pengfei, General Manager, IT Department, Tian An Life Insurance Co., Ltd.

Founded in 2000, Tian An Life Insurance Co., Ltd. (Tian An Life) is a growing life insurance company that provides a variety of financial services including health insurance, personal accident insurance, and pension services to its customers via seven branches across China, including Beijing, Qingdao, and Shanghai. Tian An Life increased its insurance premiums income by 212% in 2013, exceeding the total amount made since the company launched.
Business Challenge
  • Transform e-commerce platform from sales-oriented to customer-centric and deliver personalized web content to customers based on their browsing behavior or purchasing history to enhance user experience and satisfaction
  • Empower business users to rapidly update and publish web content to reduce development timelines for new insurance product and launch marketing campaigns faster
  • Improve insight into customer behavior to optimize marketing impact and boost e-commerce sales through multiple channels
  • Launched marketing campaigns 60% faster by using Oracle WebCenter Sites’ intuitive content authoring and design tools to rapidly create, update, and publish web content, such as pension insurance promotion offers, through multiple channels without IT assistance
  • Reduced time to design website layout and functions, such as searching and browsing, by 40% and cut associated labor costs by 30% by enabling business users to simply drag-and-drop content into the webpage and reuse the content without recreating from scratch
  • Boosted sales by implementing a comprehensive, and high-performing e-commerce platform to support up to 2,000 concurrent online transactions during peak period instead of 200
  • Increased customer retention and site visitor conversion rates by enabling marketing staff to use a powerful rule engine to define customer segments based on attributes and browsing behaviors, such as purchasing history and income, and provide targeted content for each segment
  • Enhanced brand image and customer loyalty by seamlessly integrating user-generated content, such as comments, ratings, and voting, with third-party websites including commerce, marketing, and social media sites—providing an interactive and personalized web experience to customers

Why They Chose Oracle

Tian An Life chose Oracle WebCenter Sites because it offered an easy-to-use content authoring and design tool and enabled the company to rapidly publish web content in large scale and gain analytic capability to transform its e-commerce platform to a customer-to-business model instead of business-to-customer model.

Our goal is to provide customers with the best online financial services experience through self-service support and convenient communication environment. Oracle WebCenter Sites delivered all the functionalities we required to achieve our objectives, enabling us to review customer feedback and personalize web content to enhance their satisfaction.

— Du Pengfei, General Manager, IT Department, Tian An Life Insurance Co., Ltd.


Tian An Life implemented Oracle WebCenter Sites to construct and transform its e-commerce platform to a customer-centric model. It completed the project in six months and set a precedent for the Chinese insurance industry to provide comprehensive web content for its services.

About Tian An Life Insurance Co., Ltd.


Beijing, China



Annual Revenue

$100 to $500 Million


Tian An Life engaged Oracle Partner Chinasoft International Ltd. to assist with identifying workflow processes for its e-commerce platform, including publishing marketing materials, verifying insurance, and underwriting processes.

“With ChinaSoft International’s in-depth understanding of the insurance industry and broad experience of working with large-scale insurance and securities companies, we were satisfied with the group’s service and commitment to leverage the functionalities of Oracle WebCenter Sites to improve customer experience,” Du said.

Oracle Solutions Used

Published:  Oct 06, 2015