Guan Zi Qing had little intention of making insurance her full-time profession. She had been working as an educator and was planning to flourish in that field. However, her mother, Pinkui Kong, was a veteran advisor and invited her daughter to attend company training sessions, which led to enrollment in a preemployment program.

“I was just dipping my toes in, keeping one foot in education while treating insurance as a side gig,” Guan said.

But her commitment toward financial services started to grow as she witnessed her mother’s dedication and passion for the profession. The turning point came about two years later when she saw the meaningful impact insurance advisors can have on people’s lives after handling a former classmate’s claim.

“Early on, I faced numerous rejections from my peers who were skeptical about insurance,” said the five-year MDRT member. “But one former classmate, an elementary school teacher, purchased a critical illness policy. Later, he was diagnosed with thyroid cancer, just a year after his sister’s breast cancer diagnosis. It was a devastating period for him. I submitted the pathology reports and documentation, and the insurance company processed his claim swiftly, even waiving all future premiums. His gratitude was very profound.”

A family affair

Today, she works alongside her mother, focusing on high-net-worth (HNW) individuals and handling more than 400 clients.

“We don’t just serve individuals, but the entire family,” she said. “While the first generation has established strong relationships with my mother, their children — the post 1990s and post 2000s generations — have their own distinct perspectives and don’t automatically follow their parents’ decisions. To maintain continuity in family insurance planning, we need to actively engage with these second and third generations. So, my mother and I have developed a complementary approach, each connecting with different age groups.”

While the first generation has established strong relationships with my mother, their children have their own distinct perspectives and don’t automatically follow their parents’ decisions.

The mother-daughter team leverages their trust relationships with first-generation clients by structuring their portfolios to include policies for the children. During the policy purchase and after-sales service phases, the clients introduce Guan to their children, whose ages range between 18 and 30.

“Because the second generation’s age is similar to mine, we share common interests in many topics, so communication is relatively easier,” she said. “They value quality of life, stay on top of trends and are drawn to novel, engaging experiences. While they might resist sitting through a traditional tax lecture, they’re completely open to fresh, entertaining approaches.”

For example, she invited clients to join her in playing Ultimate Frisbee — a team sport like soccer that involves throwing, catching and advancing a flying disc to score goals — and organized a tennis session the following afternoon.

“I remember their preferences and arrange separate meetings to chat about life, parenting, etc.,” Guan said. “These are the ways I build relationships with the second generation. As for persuasion methods, each family situation differs and requires different approaches. In cases that involve the second generation starting their own families, we discuss risk protection planning for their new family from a parent’s perspective.”

Because the second generation’s age is similar to mine, we share common interests. While they might resist sitting through a traditional tax lecture, they’re completely open to fresh, entertaining approaches.

When challenges to connect arise, she’ll enlist her peers as bridges to help link with them. One client had a son who was reluctant to join the family business because he wanted to start his own coffee venture. Guan introduced him to a friend who was interested in learning about coffee brewing and asked her friend to subtly share life advice with the young man. The pair developed a strong mentor-mentee relationship, which still continues, even as the son returned to the family business.

Beyond their age-specific approach, Guan and her mother established a tradition of sending thoughtfully curated surprise gifts on clients’ birthdays and during the Mid-Autumn Festival. Why that celebration rather than the many other traditional Chinese festivals? Her choice is strategic.

“We primarily handle family trusts, and our clients deeply value family bonds. The Mid-Autumn Festival is a time for family reunions,” Guan said.

A flair for the creative

Creativity is key to their gift-giving strategy.

“During festivals, people receive numerous presents, so it’s hard to stand out with your gift,” Guan said. “We maintain detailed records of our clients’ preferences — whether they’re passionate about houseplants or favor farm products — and customize our gifts accordingly. Even with something as simple as a fruit basket, I avoid conventional packaging. Instead, I seek unique presentation methods and incorporate creative touches. The goal is to deliver a fresh, memorable experience that truly delights our clients.”

Despite her relatively brief tenure in the profession, Guan understands that nurturing relationships with HNW clients requires sustained dedication.

“The relationships we maintain today are the result of years of cultivation, some dating back to before I joined the industry when my mother first began developing these connections,” Guan said.

Looking ahead, she envisions herself as both a long-term partner and a family steward. “My commitment is to fulfill any client need that falls within my capabilities,” she said.

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