See how each generation perceives and prioritizes insurance
Generational Insurance Priorities
27%
Baby Boomers
Post-War Generation Born 1946-1964
Gen X
Sandwich Generation Born 1965-1980
Millennials
Tech Generation Born 1981-1996
Gen Z
Digital Natives Born 1997-2012
Are unsure of what and how much to buy
Most likely to not see the personal benefit of insurance
Say that other priorities come before life insurance
Source: https://www.limra.com/en/research/research-abstracts-public/2025/2025-insurance-barometer-study/
37%
34%
44%
Baby Boomers
Post-War Generation Born 1946-1964
Gen X
Sandwich Generation Born 1965-1980
Millennials
Tech Generation Born 1981-1996
Gen Z
Digital Natives Born 1997-2012
Buy insurance to supplement retirement income
Least confident buyers— don’t know what or how much to buy
Want wealth transfer and inheritance benefits in insurance products
Source: https://www.limra.com/en/research/research-abstracts-public/2025/2025-insurance-barometer-study/
29%
27%
Generational Insurance Priorities
See how each generation perceives and prioritizes insurance
Gen Z
Digital Natives Born 1997-2012
24%
Baby Boomers
Post-War Generation Born 1946-1964
Gen X
Sandwich Generation Born 1965-1980
Millennials
Tech Generation Born 1981-1996
Want mortgage payoff protection
Focus on income replacement when insurance shopping
Most likely to feel underinsured
Source: https://www.limra.com/en/research/research-abstracts-public/2025/2025-insurance-barometer-study/
Generational Insurance Priorities
See how each generation perceives and prioritizes insurance
35% 29%
73%
Baby Boomers
Post-War Generation Born 1946-1964
Gen X
Sandwich Generation Born 1965-1980
Millennials
Tech Generation Born 1981-1996
Gen Z
Digital Natives Born 1997-2012
Least likely to see insurance as only for burial costs
Most likely to think life insurance is too expensive
Seek out coverage for final expenses
Source: https://www.limra.com/en/research/research-abstracts-public/2025/2025-insurance-barometer-study
Generational Insurance Priorities
See how each generation perceives and prioritizes insurance
52%
15%