Thanks, Peng. Hello, everyone. I'm going to walk you through our key highlights and some of the recent developments in our insurance marketplace business. I will start with the product side where we continue to launch more insurance products on our platform during the first quarter, increasing the number to 240 at the end of March from 200 at the end of 2020.
Over 90% of our FYP was contributed by customized insurance products, and we continue to enrich our product attributes on top of our existing product offering and provide overall cycle coverage for our partner insurance people. We have enhanced coverage for specific groups such as children, elderly and the groups with a chronic disease and increased our operating fee easy coverage for the customers.
In the first quarter, the new definition on critical illness was officially put into effect. Prior to this implementation, we have upgraded and designed our product offering according to the new definition of chronic critical illness. We moved early to cater to customer needs rather than speculatively exciting CI products under the old definition for simply pursuing short-term incremental volume.
The FYP - CI insurance increased by 132% in quarter 1 year-over-year, primarily contributed by the design and the sales of products under the new definition of critical illness. We did forward-looking research thoroughly on new rules and regulations on the insurance industry. Ultimately, our online long-term health insurance products and intense of our information disclosure in order to comply with the new regulatory requirements and improve our customer experience.
We also penetrated other categories such as inpatient medical products and certain types of life insurance products that necessarily complements to cater to customers' needs. In terms of long-term interest, we keep strengthening our customer service capabilities and provide necessary online consultation support to enhance users' [ weakness ].
We reach out to customers for long-term products, education through diversified scenarios and multiple channels such as WeChat groups, live streaming educational courses and one-on-one AI-supported consultation services. Through more accurate user matching, more attractive product offering and value service capabilities, our long-term insurance retention has increased, and our business quality further improved.
In terms of organizational management, we optimized the team structure and onboard more talents. We also explore the opportunity of collaborating with other industry players and distribution channels to offer a wider retail coverage to an extended customer base.
Next, let me talk about the development of our channels. In the first quarter, our external customer acquisition conversion of repeat purchases also saw a continuous improvement. Excluding the mutual aid business, FYP generated from internal traffic, third-party traffic channels and natural traffic and repeat purchases increased by 65.2%, up 51.6% and 48.4% year-over-year, respectively.
For internal traffic, we saw higher conversion rate from our Waterdrop Medical Crowdfunding to insurance sales. We experimented with using new conversion strategies which greatly improved the conversion rate through optimizing the exposure of marketing. For natural traffic and repeat purchase, we continue to diversify the insurance product categories for repeat purchase and enhanced our cross-selling efforts. Our brand awareness continuously improved. Thanks to our precision marketing and our group reputation.
During the first quarter, we dug deeper into our user's needs. We developed a membership system to increase our user retention and upgraded our product offering strategy for different types of policyholders to promote cross-selling.
For external channels, we enjoyed the competitive customer acquisition costs among industry players attributable to our competitive advantage including, firstly, a more diversified services with same customers; secondly, jointly built smart marketing model for customer acquisition with the third-party distribution channels to improve our efficiency; and thirdly, repeat purchase penetration; and fourthly, our back-end operation and after sales service insurance and industry-leading user experience and the renewable rates.
Meanwhile, we also explored new traffic opportunities, including the live streaming and multi-channel network and customer acquisition costs by content.
Now regarding our service capabilities. We continue to educate insurance users through multiple video and live streaming accounts, which broadcast interesting and informative content that address user's questions on choosing the insurance online.
We also leveraged the WeChat enterprise tool, so our sales consultant can frequently interact with the users to ensure a smooth online transaction process, enhance our user stickiness during the process and provide new opportunity for improving the LTV of a paying new consumer.
During the insurance claim process, our intelligent input system applies RPA, OCR and the NLP technology to identify image information uploaded by users. Currently, the system supports more than 90% of the prefectural in municipal levels public hospitals in China. The entire computing process until releasing the final payout conclusion can be completed at the millisecond level. The accuracy rate of Waterdrop smart claims has reached over 99.7%, speeding up the claims process from the previous per day to hour or even per minute level.
Lastly, I want to brief you about our initiatives in health care services. For medical services provided to people with disease, we continue to expand our partnership with the pharmaceutical companies and hospitals and have started to develop a coordination mechanism for health management, physical examination, online consultation and treatment and pharmaceutical sales.
As of March, our pharmacy benefit management service Waterdrop management has served more than 144,000 members through our cooperation with more than 1,400 pharmacies over 200 cities in China.
We launched our platform named Waterdrop Health to provide services to healthy consumers, where we have also explored a series of health management services, such as consultation, physical examination, dental cleaning and quick pass to medical services, et cetera, catering to various critical in-health management.
With that, I will now turn over the call to Kang, our CFO, to discuss our first quarter financial performance.