Chinese insurance market is experiencing the rapid development period, the variety of customer, insurance stakeholder, and product makes the product recommendation become a hot issue. However, accurate product recommendation faces the technical challenge brought by privacy-preserving and trustworthy problem. Firstly, this study analyzes the matching problem of customer demand and insurance company. Then based on blockchain technology, a new insurance product recommendation model is proposed, customer and insurance company can submit the privacy information needed by the other party to the recommendation model for requirement matching, thus more accurate product recommendation result can be achieved. The experiment shows that the model can achieve the security and transparency of the product recommendation process while preserving the privacy of participants.