Selling Life Insurance to Millennials and Gen Z: What Works Now
They don’t want to talk on the phone. They do want to protect their families and finances. They’re skeptical of sales tactics; but big on values.
We’re talking about Millennials (ages ~28–44) and Gen Z (ages ~18–27); two generations that are highly insurable but massively under-covered when it comes to life insurance.
If you’re still marketing life insurance the same way you did 10 years ago, these audiences are tuning you out. But with the right approach, you can earn their trust and close more business; especially during life milestones like marriage, home buying, or starting a family.
Let’s break down what works (and what doesn’t) when selling life insurance to younger clients.
Why Focus on Millennials and Gen Z Now?
According to LIMRA:
- 52% of Millennials say they need more life insurance.
- 44% of Gen Z adults say they would buy if they knew where to start.
- Only 37% of Millennials actually have coverage.
That’s a massive opportunity gap; and you don’t need to wait until they’re 40 to start the conversation.
First, What Doesn’t Work With Younger Generations
Avoid these outdated tactics that instantly kill trust:
- Hard-selling or guilt-based language
- Focusing only on death benefits
- Using industry jargon like “face amount,” “cash value accumulation,” etc.
- Long application forms with no digital option
- Talking at them instead of with them
These generations grew up with reviews, transparency, and on-demand everything. If you’re not matching that energy, you’re invisible.
What Works: Strategies That Actually Convert
1. Lead With Purpose, Not Policy
Younger clients want to know the why before the what. Focus your messaging on how life insurance protects the people and causes they care about.
Instead of: “You need $500,000 in term life coverage.”
Say: “If something ever happened to you, this policy makes sure your partner, child, or parents don’t have to take on your debts or lose their home.”
Millennials and Gen Z buy based on values; not fear.
2. Make It Mobile-Friendly and Fast
If they can’t quote it, apply, or ask questions from their phone, they’re out.
How to adapt:
- Offer online scheduling or text-to-book links
- Use digital apps with e-signature and underwriting tracking
- Create mobile-optimized landing pages for lead capture
- Offer text, email, or even DM follow-up (based on their preference)
Tip: Use QR codes on postcards or Instagram posts to send them straight to your quote form.
3. Use Stories, Not Sales Copy
Millennials and Gen Z respond to authenticity. Instead of polished pitches, share stories:
- “One of my clients just had a baby and got $250K in coverage for less than $20/month.”
- “Here’s why I bought life insurance in my 30s; and why I wish I had sooner.”
- “A friend of mine passed unexpectedly, and their GoFundMe raised $12K. But the funeral cost $15K. That’s why I do what I do.”
Pro Tip: Use short-form video (Instagram Reels, TikTok, or Stories) to tell 30–60 second versions of these stories.
4. Address Common Concerns Head-On
Younger clients often delay buying because of:
- Cost assumptions
- Lack of urgency
- Not knowing where to start
Here’s how to address each one:
- Concern: “It’s too expensive.”
- Response: “A healthy 30-year-old can get $250K of coverage for less than their monthly streaming subscriptions combined.”
- Concern: “I’ll do it later.”
- Response: “Buying in your 20s or 30s locks in the lowest rates; and you never know when a health issue could change your options.”
- Concern: “I’m confused by the options.”
- Response: “That’s what I’m here for. I’ll explain it in plain English and show you just 2–3 options that make sense.”
5. Create Entry-Level Offers
Offer a “starter pack” for clients who are new to insurance:
- Short-term policies
- Lower face amounts
- Riders that add flexibility
Sample CTA: “Not sure where to start? Let’s build your $10/month plan in 10 minutes; just enough to protect the people who matter most.”
Make it feel approachable and upgradeable; not a forever decision.
Social Media Tips for Younger Audiences
- Use relatable language: “adulting,” “your future self,” “if something went sideways…”
- Include polls and open-ended questions
- Make your posts look native (not overly branded)
- Show your face and personality; ditch the stiff headshots and suit-and-tie vibe
Post Example: “You’ve got a budget. You’ve got bills. But you also want to protect your people. That’s what life insurance is for. Let’s talk.”
Download: Generational Sales Tips Guide
Want a cheat sheet with Gen Z + Millennial buying insights, phrases to use, and outreach tips?
Download the Generational Sales Tips Guide here.
Includes:
- Common objections + modern responses
- Top values + motivations
- Messaging do’s and don’ts
- Suggested platforms + content types
Download the Generational Sales Tips Guide or Contact IAD for done-for-you tools to help you engage the next generation of life insurance buyers.
