To offer the right solutions, you must recognize your client’s mindset
Chris Leitch
How Different Age Groups Buy Insurance
Being in the insurance business since 1998, I’ve had the chance to speak with a wide variety of personalities across all age groups. One thing I’ve learned is that good insurance counselors don’t just sell policies — they understand people. To offer the right solutions, you must recognize your client’s mindset and know how to frame the story in a way that builds trust between each other. Age and family status are good starting points.
Generation Z (Ages 18-26)
For instance, Gen Z (18-26 years) are just entering the workforce, often juggling basic living expenses and student loans. Every dollar counts, so they’re careful with how they spend their money. They tend to be cautious and skeptical of the “old” way of doing things, and if given the choice, they’ll almost always prefer convenience, simplicity, and transparency over complicated high-pressure sales tactics.
Gen Z responds better to mobile apps, short-form videos, and educational content on social media. They appreciate clear, simple language—no industry jargon. Bundled or packaged individual policies or employer-sponsored benefits are often preferred for their ease of use and convenience.
During this stage of life, many remain partially covered under a parent’s health or auto policy, but they may still carry policies on their own—like auto, renters, or even a term life.
The Millennials (Ages 27-42)
Millennials are in a different season of life. Many are buying homes, establishing careers, starting a family or all three at once. They are budget conscious, but value long term planning concepts. They tend to research before they buy too, often turning to reviews, online articles, and their friends and family for advice. They like the convenience of digital tools to find the correct coverage that is needed, but often times they will still purchase policies through an actual insurance agent.
This group of people respond well to real-life examples, side by side policy comparisons, and content that explains the “why” behind the coverages. Emotional triggers—like protecting a spouse, a child, or the loss of a loved one—are very effective with this group. Typically, the needs for insurance at this stage include term life insurance, disability coverage, homeowners or renters, and sometimes pet or umbrella policies.
It’s also common to see gaps in coverage—like not enough coverage through work or outdated policies that haven’t kept pace with life changes. For Millennials, insurance is less about sales and more about strategy. How does the policy fit into their bigger picture?
Generation X (Ages 43-58)
Gen X (43-58) is in the thick of life—raising kids, grandkids, managing a career, and often helping their aging parents at the same time. This group of people often gets left out when it comes to marketing insurance products but may be the ones who need the most guidance. Many Generation X people are underinsured, but they don’t realize it. They are often too busy trying to earn a living that they forget to take care of themselves.
With so much information being thrown at them, they default to “practical” decision making. They prefer step by step educational conversations that walk through their scenario of life. Real life examples and hypothetical “what if” scenarios work well to paint this picture.
Their insurance needs often include permanent life insurance, long-term care planning, supplemental disability, and occasionally business-related coverage like key person or buy-sell agreements. If they work in or own a business, it’s also a good time to revisit any old term life policies that may be expiring or outdated.
With so much on their shoulders, Gen X needs someone who can simplify the complex and give them one less thing to worry about. Gen X responds to blogs and videos, real life case studies, or hypothetical scenarios. This age group also has interest in long-term care and critical illness, key person, or business succession plans.
Baby Boomers (Ages 59-77)
These folks are protecting what they’ve built, so their mindset is more security focused. They don’t want to be a burden to others and are more willing to meet face to face. A baby boomer will respond to trust, stability, personal relationships, stories about leaving a legacy, and protecting their loved ones. Often times this group doesn’t know the details in all their policies but instead relies on their local insurance agency to help them navigate the technologies and procedures.
Here at the Springer Agency, we see Baby Boomers showing interest in Final Expense life policies, Medicare Supplements, and wealth transfer tools like annuities or life insurance with Long Term Care Riders.
The Springer Agency has been helping clients of all types and ages for more than 30 years. We have over 10 agents that can help you with any of your insurance related needs.
Chris Leitch was born in Fredericksburg, VA and moved to Chesterfield in 1985. After graduating from Manchester High School in 1987, Chris was given a full scholarship to Virginia Commonwealth University where he majored in Music Education.
While at VCU he started playing keyboards and trombone in local and regional bands like Fighting Gravity and Groove Spot.
Chris met his wife, Michelle Duffie while in High School and maintained 'friendship status' until they were married in 1993, and after 27 years they are still married and have 2 children and 1 dog. Chris's insurance career started in 1993 in the operations department at the Dalkon Shield Claimants Trust.
Next he worked as a file clerk and claims adjuster at Sentry Insurance, but his passion was for sales because he saw it as a good way to help people sort out complicated insurance matters. Chris has a philosophy that he tries to practice daily, 'Give someone more in use value than you take from them in cash value'. Here at The Springer Agency, we try to do that with everyone we meet.
