In 2025, young people’s perception of insurance has changed profoundly, particularly as a result of their changing relationship with money, security, and their future. While some still see insurance as an expensive or unnecessary constraint, others are beginning to see it as an essential protection tool, especially with the adaptable offers proposed by players like AXA, Allianz, and Groupama. Generation Z in particular, often perceived as distant from financial products, reveals a growing interest in planning their future despite their consumption habits focused on spontaneity and immediate well-being. A recent study conducted by Deloitte highlights that these young people, although quite demanding, are also more informed, more cautious, and above all more concerned about their protection, particularly when it comes to home and health insurance. However, their perception is not fixed; it adjusts according to their experience, their budget, and especially their level of understanding of financial issues. The key lies in insurers’ ability to offer them simple, transparent solutions, and, above all, solutions that meet their need for flexibility. Today’s perception of insurance also includes an understanding that it can be a real lever for independence, especially in the face of life’s uncertainties. Young people are therefore more than ever seeking to make their relationship with insurance an approach that suits them, integrated into their daily lives and their future. This is especially true since the offering continues to evolve, with players like April, Luko, and Smatis offering innovative, often digital, formulas to encourage them to participate and make it a true ally.
How Generation Z is redefining its relationship with insurance in 2025
To understand what motivates these young people, we need to look at their perception of risk and security. According to the latest Deloitte report, Generation Z, aged between 23 and 27, has a more strategic approach to insurance than previous generations. Unlike their elders, they plan their future with a certain precision. It’s noted that approximately 67% of them already have a 1- to 5-year horizon in mind for certain projects, such as building an emergency fund or preparing their home. Yet, they remain paradoxical: they prioritize their immediate well-being while being attentive to their future. The question, therefore, is how to convert this attitude into a more lasting relationship with insurance. The answer lies partly in the ability of insurers to simplify their offerings while remaining innovative and transparent. Companies like Luko and April, for example, are capitalizing on the digitalization trend to attract these young professionals. These companies offer online subscriptions, flexible coverage, and accessible, jargon-free communication. Ease of access is therefore key to ensuring that they perceive insurance as a natural step in their journey. Moreover, this generation also favors insurers that display an authentic and committed image, which explains the popularity of certain mutual insurance companies like Swiss Life or Covea, which integrate responsible values into their business approach. For them, the relationship with insurance is above all a matter of trust and simplicity. The key question: how can we move from being entirely digital to a lasting relationship of trust?
Young people’s expectations of insurance in 2025: between security and simplicity
In 2025, it’s becoming clear that young people’s perception of insurance oscillates between fear of risk and a desire for simple insurance. Several studies show that most of them want to feel protected without feeling overwhelmed by a mass of paperwork or complicated conditions. For this reason, they increasingly favor online, flexible offers that don’t require a heavy commitment. With this in mind, companies like MAIF and Swiss Life offer “à la carte” plans that allow them to adjust their coverage according to their plans and budget. Transparency is also very important: they want to know clearly what they’re paying for and what they’re getting in return. For example, when it comes to home insurance, the key is to have coverage that fits their lifestyle, without unnecessary extras. Another major trend is the use of comparison shopping. Today, many people systematically use comparison sites to find the best plan. Digitalization plays a key role in this. Ease of use, consumer reviews, and decision-making tools have become key factors in their insurance choices. The truth is, they’re looking for affordable, accessible mental security, and, above all, one that doesn’t feel like a simple wallet. Their perception is therefore completely changing, thanks in part to initiatives like those of Allianz and Groupama, which place transparency and simplicity at the heart of their communications.
Why Young People’s Perception of Insurance Evolves with Their Experience
It’s no coincidence that, from an early age, young people perceive finance and insurance as something appealing or, on the contrary, off-putting. Their relationship with money is formed as early as age 7 or 8, according to recent studies. These early perceptions shape their attitudes toward spending, saving, and also insurance. For example, those who have experienced losses or difficult experiences regarding financial security, such as a lean year or a job change, often have a more responsible perception. Others, on the other hand, prioritize immediate gratification and may perceive insurance as an unnecessary burden. With the proliferation of online insurance offers, they are realizing that their relationship with money may evolve, especially with companies like HVE agricultural certification or local insurers. The perception of insurance also depends heavily on communication campaigns, testimonials, and concrete examples that show them how this protection can also make their lives easier. At the risk of simplifying, we can say that each personal experience, whether positive or negative, gives them a more or less clear image of the real value of insurance and its benefits.
Digital tools as catalysts for positive perception among young people
In 2025, the digitalization of insurance represents a real paradigm shift for the younger generation. Access to powerful digital tools allows them to easily compare, simulate their policies, and even track their reimbursements in real time. Players such as the adapted farm product offering, or Luko, offer user-friendly interfaces and intuitive mobile apps that inspire confidence and facilitate management. The perception of insurance then becomes almost playful, even PJ (younger). The ability to manage everything from your smartphone, access your coverage in just a few clicks, or benefit from personalized digital support is a game-changer. Some platforms also use virtual reality or video to explain sometimes technical concepts, such as coverage in the event of an accident or claim. Transparency and ease of access reinforce the credibility and trust that young people have in these new offers. Ultimately, their perception of insurance is becoming more positive, especially when these digital tools combine efficiency, accessibility, and ecological or social commitment.
Innovative players and their influence on young people’s perceptions in 2025
The insurance landscape has changed considerably with the emergence of new disruptive companies or those that are going fully digital. Among them, Luko, April, and AssurOne offer models that are very different from traditional companies like AXA or Groupama. These innovative players often adopt more direct, authentic, and responsible communication. For example, some highlight their values of transparency or their commitment to the fight against climate change, which resonates particularly with young people. Their influence is not limited to the promise of competitive rates, but also extends to their ability to change the perception of insurance by making it more accessible, more understandable, and more human. The presence of these brands on social media, their storytelling, as well as their ability to offer personalized solutions play a key role in this evolution. Competition then becomes a driving force both for lower prices and for improving services, contributing to a more positive and confident perception of insurance among young people. Challenges and future prospects for young people’s perception of insurance
In 2025, it appears that young people’s perception of insurance will continue to evolve, driven by their desire for independence and their quest for meaning. Insurers must anticipate these expectations by incorporating greater transparency, flexibility, and social engagement. The integration of new technologies such as artificial intelligence or blockchain could also revolutionize their relationship with insurance. Furthermore, the rise of responsible offerings, such as those that integrate eco-friendly actions or health prevention programs, reflects this evolution. Young people’s future relationship with insurance is also a question of information sharing, renewed trust, and respect for the environment. Perception must become a symbiotic relationship, where each young person feels a true actor in their own protection. Many challenges remain, but innovation and active listening will be the key to continuing to evolve perceptions and thus transform insurance into a true daily partner. Major brands like Groupama and Allianz have already understood that their success will depend on their ability to quickly adapt to these new expectations.
Frequently asked questions about young people’s perception of insurance in 2025 How does digitalization influence young people’s perception of insurance? It facilitates their understanding, their access to offers, and their daily management, making insurance more accessible and less abstract.
Are young people willing to pay for responsible insurance?
- Yes, partly because they are aware of its social and environmental impact. Companies that integrate these values, like Covéa or Luko, have a stronger image.
Does price remain the main criterion for them? - Not only that. Transparency, simplicity, and quality of service are just as important, if not more so, in their choice of insurance.
How should traditional insurers adapt to this perception? - By offering a modern customer experience, integrating sustainable values, and simplifying their processes, while maintaining their historical credibility.
