How to Make Gen Z Care About Insurance: Tips for Insurance Professionals

Gen Z is different from any previous generation: digitally native, socially aware, and strongly independent. Born between the mid-1990s and early 2010s, they have spent their lives in a technology-driven world, defined by social media, climate change, and the COVID-19 crisis. Their values, attitudes, and behaviours are reshaping how industries interact with them, and insurance is no different. For insurance agents and professionals trying to stay relevant, understanding this shift is not optional; it’s essential.

Understanding the Gen Z Mindset

To connect with Gen Z, we need to understand how they think:

1. Digitally Native: They want all interactions to be quick. If it's not app-based, chances are it doesn't interest them.
2. Skeptical of Institutions: Their interest in banks, corporations, and governments is low. Gen Z prefers brands that are transparent, authentic, and purpose driven.
3. Mental Health Matters: Wellness is not only physical. Gen Z deeply cares about emotional well-being, stress, and work-life balance.
4. Hyper-Individualism:  Gen Z prefers tailored solutions. They will not buy what they don't feel is personalized.

Insurance agents must take these preferences into account when engaging, educating, and offering policies to Gen Z prospects. Why They Don’t "Get" Insurance (Yet)

Despite being the most connected generation, many Gen Zer's avoid or ignore insurance altogether. Here’s why:

1. It Feels Distant: Insurance speaks of death, accidents, and catastrophes, something Gen Z has yet to feel close to.
2. Too Much Jargon: Technical terms and lengthy policy documents can be confusing to them.
3. Delayed Gratification Doesn’t Work: Gen Z lives for immediate gratification. Paying premiums for years without an instant payoff seems outdated.
4. No Emotional Hook: Unlike a fitness tracker or an investment app, insurance is not emotionally rewarding, unless presented just so.

Insurance professionals must bridge this perception gap by connecting emotionally and showing the day-to-day relevance of insurance. Reimagining Insurance for Gen Z

Here’s what insurance companies need to do to close the gap:

1. Speak Their Language

• Simplify everything, from policy wording to FAQs.
• Use clean UI/UX and mobile-first platforms.
• Skip the fear-based messaging.

Use Instagram reels, WhatsApp explainers, and YouTube shorts to break down policies in plain, visual formats Gen Z prefers. 2. Make It Personal

• Offer flexible, build-your-own insurance products.
• Use behaviour-based premiums (like health-based discounts or usage-based car insurance).
• Let them control the narrative; they want choices, not pushy agents.

Insurance agents should shift from sellers to advisors, someone who helps Gen Z co-create their coverage journey. 3. Tap Into Values

• Talk about mental health coverage, climate-conscious insurance, and financial independence.
• Show how insurance supports freedom.
• Gen Z buys into why, not just what.

Position insurance as an enabler of independent living and values-driven decisions, not just a safety net. 4. Gamify Protection

• Use apps to show daily risk levels or wellness goals tied to coverage.
• Provide rewards for healthy behaviour or consistent check-ins.
• Add interactive tools like quizzes, self-assessments, or calculators to make it more engaging.

Incorporating gamification and real-time benefits can make the insurance experience feel active, not passive.

Advice for Insurers

If you’re building insurance for Gen Z:

1. Think lifestyle-first, product-second. Don’t sell policies. Sell peace of mind, freedom, and self-reliance.
2. Be on platforms they use like Instagram, WhatsApp, and YouTube. That’s where they spend most of their time
3. Educate subtly with crisp content, stories, explainers, etc.
4. Be transparent by showing them where their money goes, what they’re paying for, and how everything works.

For agents and insurers, this means ditching cold calls and brochures in Favour of smart storytelling and platform-native engagement. Final Thoughts

The Gen Z effect is not just about insuring the future; it's about reinventing its role.

Insurance can no longer be either a legal necessity or an emergency kit. To Gen Z, it has to be an empowerment tool, a badge of self-responsibility, and a sign of being future-proof. Insurance professionals who recognize this shift and adapt will not only gain Gen Z’s attention but also their trust and loyalty.

This generation doesn't wait for change; it creates it. And if the insurance industry doesn't move with the times, it risks getting left behind.

‍