In the landscape of financial services, the Millennial generation has sparked significant changes. This group, maturing amidst fast-paced technological advancements and economic shifts, commands substantial purchasing power and establishes new standards with their digital-first approach and emphasis on value. 

Consequently, Millennials (born between 1981 and 1996) present opportunities and challenges for the insurance industry, which traditionally relied on predictability and accepted practices.

Insurance providers are urged to adjust and innovate as data reveals a distinct trend: Millennials prefer insurance options that focus on flexibility, innovation, and transparency. This consumer insights blog sets out to explore the various ways in which Millennials interact with insurance offerings, shedding light on the strategic consequences for industry stakeholders.

How Millennials View and Choose Insurance

Millennials’ approach to financial products and insurance is shaped by a variety of transformative experiences and characteristics intrinsic to their generation. This includes a preference for simplicity, affordability, and flexibility in their financial interactions. The tendency to question traditional financial norms has led them to reassess the value and function of insurance in their financial planning.

Contrary to older generations, Millennials adopt a more critical perspective on financial products and their relevance to unique life situations. This scepticism is observed in the insurance sector where this demographic demonstrates a pattern of underinsurance, with a notable gap in life insurance coverage.

Technology’s influence on Millennials extends to their financial behaviour as well. Notably, they appreciate the ability to engage with and manage insurance products digitally. This desire for digital and streamlined processes has led insurers to modernise, which aligns with Millennials’ need for simple, and convenient interactions.

Examining policy ownership among Millennials, data found on YouGov reveals that funeral cover, and life insurance command the highest uptake among Millennials, at 63.42% and 59.91% respectively. In contrast, car insurance and household contents insurance has a lower prevalence, at 40.36% and 29.18% respectively.

This same data also uncovers some revealing attitudes towards the perceived necessity of insurance. A considerable number of Millennials, 39.29%, agree with the statement that “Insurance is for unlucky people,” suggesting a belief that insurance may not be a necessary expenditure for everyone. Furthermore, almost half of the respondents, at 49.19%, question the utility of car insurance, agreeing that “There’s no point in car insurance if they make you pay for accidents anyway,” highlighting a degree of frustration with out-of-pocket costs despite having insurance.

Looking at savings and investment ownership patterns, simplicity and security appeal to Millennials. The most popular product is a savings account, owned by 73.89%, while tax-free savings accounts and fixed deposit accounts come in second and third, with ownership at 42.19% and 34.72% respectively.

Interestingly, while Millennials demonstrate practical financial behaviours, their attitudes towards insurance diverge. A significant 56.01% agree with the sentiment “If I could get away with it, I’d have no insurance at all,” reflecting potential dissonance between their actions and attitudes.

These insights into Millennial attitudes towards insurance and financial planning are crucial for insurers seeking to effectively engage and serve the Millennial market. Understanding their behaviours and needs can help formulate strategies that appeal to this influential demographic.

The Digital Revolution and Millennial Demands

The digital revolution has significantly transformed the insurance landscape, responding to millennials’ demand for simplicity, affordability, and flexibility. Automation and online platforms now enable millennials to manage their insurance needs efficiently, aligning with their expectations for convenient and rapid service.

Millennials’ preference for personalised and adaptable insurance options has reshaped product offerings, making them more customisable and flexible. Insurers have evolved traditional life insurance products to meet these expectations, removing complexity and high administrative costs. This shift reflects an understanding of millennials’ desire for policies that can adapt to changing life circumstances while maintaining simplicity and affordability.

However, challenges persist, particularly in aligning traditional insurance perspectives with millennial values. Scepticism, especially around the effectiveness and necessity of products like car insurance, highlights the broader cultural shift among millennials towards questioning the value of traditional financial safeguards. The industry must navigate these issues by continuing to innovate and adapt, ensuring that insurance products remain relevant and appealing to a generation that prioritises digital engagement and personalised solutions.

Value, Transparency, and Social Responsibility

Millennials place a significant emphasis on understanding the value and transparency of their insurance options. Clear value propositions that outline what is being offered, what it costs, and what the benefits are, resonate strongly with this digitally-savvy demographic. This requirement for transparency extends beyond simple pricing and policy details; Millennials seek a deeper understanding of their insurance investments, prompting insurers to adopt more open and communicative approaches. 

The demand for authenticity and transparency from this generation encourages insurance companies to not only clarify their offerings but also to engage in more straightforward dialogues with their customers about policies, processes, and performance.

Simultaneously, Millennial expectations around ethical business practices are moulding the landscape of Corporate Social Responsibility (CSR) within the insurance industry. This generation’s desire for socially responsible and ethically-aligned companies pushes insurers to prioritise and publicise their CSR initiatives. As Millennials are more likely to invest in and remain loyal to companies that demonstrate a commitment to societal and environmental issues, insurance organisations are increasingly integrating CSR strategies into their core business models. 

This trend towards ethical business practices signifies a shift in how insurance companies operate, emphasising the importance of contributing positively to society and the environment while conducting business.


The evolving landscape of the insurance industry underscores the crucial importance of understanding and adapting to Millennial behaviours and expectations. 

As this generation’s preferences for transparency, value, and ethical practices increasingly influence the structure and offerings of insurance products, companies face a pivotal need to align with these trends. 

The shift towards digital-first strategies, customised and flexible insurance solutions, and a strong emphasis on corporate social responsibility are not merely responses to a generational change but are indicative of a broader transformation within the industry.