Selling Life Insurance to Gen Z: What Today's Financial Professionals Need to Know

Thought Leadership in Action for Life Insurance

Members of Gen Z—those born between 1997 and 2012—are now entering their prime working years and reshaping buyer behavior across the financial services industry. They’re digital natives who research relentlessly, expect transparency, and feel significant pressure from student loans, high living costs, and delayed milestones, such as homeownership.¹ Despite the challenges, they still seek financial stability and value expert guidance, creating a major opportunity for life insurance professionals.

 

Why Life Insurance Matters to a 30-Year-Old

For many Gen Z adults, life insurance seems abstract until it’s framed based on their reality. They significantly overestimate policy cost, often believing coverage is unaffordable, when younger, healthier buyers typically can secure the lowest premiums. Even healthy adults under age 35 often misjudge prices to be as much as 12 times more expensive than they are.² In truth, a 30-year-old in good health can secure a $500,000, 30-year term policy for between $28 and $35 per month.

This age group also carries co-signed or private student loans—which may not be discharged at death—along with increased rent or mortgage obligations. Life insurance can help to ensure those burdens don’t fall on loved ones while potentially locking in a lower rate before health or risk factors arise.

Still, even the most compelling evidence is only as good as your ability to communicate it. Here are some tips for engaging Gen Z clients and prospects as you help them navigate a complex planning landscape.

“Gen Z has high expectations for honesty and a low tolerance for vague corporate messaging.”

1. Prioritize a Smooth Digital Experience

Gen Z abandons insurers with clunky mobile or web experiences; 28% of respondents report switching insurance carriers due to poor digital interactions.⁴ A fast, intuitive online quote form, mobile-first application, and real-time status updates are no longer just nice to have—they’re trust builders. Friction equals turnover.

 

2. Promote Accelerated, No-Exam Underwriting

Speed is a major selling point. Accelerated underwriting programs are now widely implemented, reducing time-to-issue dramatically. Some carriers have cut underwriting timelines from 23 days to about five.⁵ Highlighting “no medical exam for eligible applicants” and “decision in days” resonates strongly with Gen Z’s desire for convenience and efficiency.

 

3. Engage Through Short, Visual Content

Members of Gen Z often discover financial products on social platforms, and many rely on social media for financial education and recommendations.⁶ Short videos explaining life insurance concepts can expose them to the value of your services while keeping their attention.

 

 

 

4. Build Trust Through Transparency

 

Gen Z has high expectations for honesty and a low tolerance for vague corporate messaging.⁷ Clear explanations about policy limitations, pricing, timelines, and data use can help build credibility. Straightforward messaging detailing what a policy can and cannot achieve can help to humanize the relationship between you and your Gen Z clients.

 

The Bottom Line

Gen Z isn’t uninterested in life insurance. They’re overwhelmed, skeptical, and value driven. By meeting them with research, honest pricing, simplified processes, and amplified authenticity, financial professionals can turn this emerging generation into a base of long-term clients.

 

1 “Deloitte’s 2024 Gen Z and Millennial Survey finds these generations stay true to their values as they navigate a rapidly changing world.” Deloitte. May 15, 2024.
2 “Adults Age 30 and Younger Overestimate Life Insurance Cost by 10–12 Times.” LIMRA. June 25, 2025
3 Murbach, Katherine. “30-year term life insurance: What is it & how much does it cost?” Policygenius. February 12, 2024.
4 “1 in 4 Gen Z Policyholders Have Switched Insurers Due to Poor Digital Experiences, Insurity Survey Finds.” Insurity. July 23, 2025.
5  Araullo, Kenneth. “Study highlights insurer goals, metrics, and challenges in refining AU workflows.” Reinsurance Business. November 13, 2024.
6  “A Survey by Spruce Reveals Social Media’s Growing Influence on Gen Z’s Financial Decisions, Highlighting a Generational Divide in Learning about Money.” Spruce, H&R Block. March 31, 2025.
7 “Gen Z: Key takeaways, data, and strategic insights.” Ipsos. March 5, 2026.
* In order to sell life insurance products, a financial professional must be a properly licensed and appointed life insurance producer.

Rob Bisch
Pacific Life


Rob Bisch is a Field Vice President for Broad Market distribution at Pacific Life Insurance Company. With more than 28 years in financial services, he’s established a deep expertise in brokerage, underwriting, and product strategy, earning multiple industry awards for excellence.

 

Broad Market Sales Desk
LynInternalSales@PacificLife.com
(888) 900-9777

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PL Promise Products: PL PROMISE TERM level premium term life insurance (Form series P16LYT and S16LYT10, S16LYT15, S16LYT20, S16LYT25, or S16LYT30, varies based on level premium period chosen and state of policy issue). PL PROMISE CONVERSION UL universal life insurance (Form series P17LYCUL, varies based on state of policy issue) with no-lapse guarantee available upon conversion from PL PROMISE TERM. There are circumstances in which converting the client’s existing life insurance can benefit the client. As a life insurance producer, it is your responsibility to provide the client with detailed information as to how a conversion may affect the client’s plan of insurance. Clients should be advised to make a careful comparison of the costs and benefits of the existing policy and the proposed policy to determine whether conversion is the right decision for the client. PL PROMISE GUL no-lapse guarantee universal life insurance (Form series P18PRUL, S18PRUL, varies based on state of policy issue).

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Life insurance is subject to underwriting and approval of the application and may incur monthly policy charges.

 

LIfe insurance is subject to underwriting and approval of the application and may incur monthly policy charges.

Pacific Life Insurance Company is located in Omaha, Nebraska.