This study mainly focuses on how to be a successful insurance company. Most of the insurance company’s business is from direct sales through their life planners. However, because of low retention rate and lack of training ability, one has a poor impression for this career. Even so, there are a few companies which are able to maintain steady growth under such difficult time. Some can even archive to be the model company every year in a row. The key factor that makes this difference is based on how one selects their life planner. This study uses a local company to be the subject of research. For reliability purpose, we gather information through field observation, depth interviews and individual case study. What we have found is that this company spends quite amount of time to recruit a life planner. In average, it takes one and half month from the first meeting to the final offer. It believes birds of a feather flock together. Getting referral from quality people is the best way to meet the candidate. Following by a strict screening process, it is able to select the right life planner-to-be. In conclusion, the result of this study can be applied on practical management. It will be a good reference on how to promote image of this field, and on how to enhance the personnel selection for each company. In the end, this study also points out other interesting subject for future research. Hopefully, it will cause positive impact on elevating the quality of personnel along with better business performance.