In today’s fast-changing insurance landscape, connecting with Gen Z isn’t just a nice-to-have—it’s a business imperative. As this generation enters adulthood, they’re navigating major milestones like renting apartments, buying cars, and starting careers. Each of these life moments comes with insurance needs—but many carriers are missing the mark.

In a recent Insurance Thought Leadership article, Breanne Armstrong, Senior Research Director at Reach3 Insights, laid out a compelling case for why traditional outreach and research methods fall flat with younger consumers. Her message to insurers is clear: if you want Gen Z’s attention—and loyalty—you need to fundamentally rethink how you gather insights and design experiences.

“More than half of this cohort feels anxious or overwhelmed at the thought of dealing with insurance,” Bre writes. “It seems well out of their wheelhouse.”

But where there’s friction, there’s also opportunity. By modernizing their approach to Gen Z market research, insurers can uncover what truly matters to these consumers and build more relevant, trustworthy, and profitable relationships.

Why traditional research approaches don’t work for Gen Z

This generation has grown up in a world of TikTok, personalized Spotify playlists, and instant Amazon deliveries. They’re used to mobile-first, real-time, and hyper-personalized interactions—and that expectation extends to how they want to interact with brands, including insurance providers.

Bre points out in the article that many insurers are still relying on outdated methods: long-form surveys, transactional touchpoints, and impersonal communications. These fall flat with Gen Z, who crave experiences that feel authentic, relevant, and seamless.

“Static, 30-minute surveys won’t cut it,” Bre writes. “Instead, agile approaches that mimic the way young people already communicate—via text, voice, and mobile-first platforms—are far more likely to spark real dialogue.”

Why does this matter? Because the earlier insurers can engage with Gen Z—when they’re just starting to make financial decisions—the better their chances of earning long-term loyalty. Research shows that customers who start with insurance products early in life are more likely to stick with their provider over time.

Modern consumer insight approaches can help insurers identify the right products, language, and incentives that resonate with this generation’s values and behaviors. But it starts with meeting them on their terms.

Uncovering deeper, more authentic Gen Z insights 

One of the most practical—and powerful—ways to understand Gen Z is by using mobile-first, conversational research tools that reflect how they already interact with the world. These approaches go far beyond traditional surveys to create more dynamic, human-centered interactions.

Here are several tactical strategies market researchers can implement:

1. Chat-based, mobile-first conversational surveys

Forget the 20-question web forms. Gen Z is on their phones—so meet them there. Use mobile-optimized conversational surveys that look and feel like a text conversation. These can be designed to unfold naturally, asking one question at a time and incorporating emoji responses, image uploads, or short voice clips to keep things engaging.

Tip: Use customer insights platforms that simulate chat-based flows, and let you engage Gen Z via SMS surveys. Also, when writing your questionnaire, aim to for a conversational tone. For example, instead of asking, “Rate your satisfaction with your current insurer,” try, “How do you feel about your insurance right now?”

2. Ongoing insight communities

One-off studies only offer a snapshot. Instead, build an insight community—a group of Gen Z participants you can engage with regularly to understand their evolving attitudes and behaviors. These research communities can serve many research use cases in the insurance space, including early-stage innovation, journey mapping, concept testing, and message testing. 

Tip: Frame participation in your Gen Z insight community as a co-creation opportunity, not just data collection. When Gen Z feels heard and valued, they’re more likely to offer honest, actionable insights.

3. In-the-moment feedback loops

Some of the most valuable Gen Z feedback comes during emotionally charged moments—like filing a claim. But sending a clunky survey a week later isn’t helpful. Instead, use mobile-first approaches right after the interaction to capture raw, authentic reactions.

“A traumatic experience shouldn’t be met with a sterile, 30-minute survey,” Bre notes. “A quick, thoughtful check-in can go a long way in showing care and building trust.”

Tip: Keep your conversational surveys short—think 2–3 questions max—and use a tone that’s empathetic, not clinical. Ask questions like, “Was there anything we could have done to make this easier for you?”

4. Relevant and personalized incentives

Gen Z’s time is valuable. If you’re asking them to participate in research, the reward needs to feel meaningful and immediate. Think beyond generic gift cards—offer exclusive experiences, instant cashback, or perks aligned with their values (e.g., eco-friendly products or wellness bundles).

Tip: If you have an insights community, do regular sharebacks with your Gen Z members. Tell them how their feedback is helping your organization make better decisions. This is one of the community management best practices that can help you increase engagement and get better insights over time. 

The bottom line: Build relevance through relationship-driven research

Ultimately, insurers can’t afford to treat research as a checkbox exercise. It’s a critical component of brand-building—especially with Gen Z, who evaluate companies not just on what they offer, but how they listen, respond, and adapt.

Bre highlights that insurance decisions are rarely made in isolation. Parents, peers, and brokers often influence Gen Z’s choices, which means your research efforts should also account for the broader decision-making landscape.

There’s also a major opportunity to engage brokers and agents through B2B insight communities. These professionals are often the first point of contact for young customers, and their feedback on messaging, tools, and processes can directly improve the customer experience.

In a competitive marketplace—where rising rates, climate risks, and insurtech disruptors loom large—the brands that win will be the ones that understand their audiences better and faster than the rest.

That understanding starts with research methods built for today, not yesterday.

“By investing in more modern methods,” Armstrong concludes, “insurers can build credibility with the next generation, uncover actionable insights, and move from transactional interactions to lasting relationships built on relevance, trust, and mutual value.”
Now is the time to modernize your research toolkit. Because with the right insights, you won’t just understand Gen Z—you’ll earn their loyalty.

If you’d like to learn more, check out Bre’s article here. And if you’re looking to learn more about Reach3’s capabilities in connecting you with Gen Zs, check out our Community 2.0 and Gen Z On Demand research solutions.