Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Some brands celebrate Super Bowl LX by looking beyond traditional formats

Article |
 Jan 30, 2026

Marketers want AI to explain their data, not just crunch it

Article |
 Jan 30, 2026

From TikTok jingles to flagship stores: January’s standout retailers

Article |
 Jan 30, 2026

How Gen Alpha’s money habits are influenced by Gen X vs. millennial parents

Article |
 Jan 30, 2026

TD shows how the bank branch experience can still have a digital twist

Article |
 Jan 30, 2026

Fidelity will issue its own stablecoin

Article |
 Jan 30, 2026

FAQ on attention metrics: How advertisers can turn attention into performance

Article |
 Jan 30, 2026

Brands miss viral moments over approval delays

Article |
 Jan 30, 2026

Costco partners with Instacart on same-day delivery in Europe

Article |
 Jan 30, 2026

TrumpRx’s pharma D2C model scrutinized for kickback risks

Article |
 Jan 30, 2026
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Life Insurance Consumer Habits

Life Insurance Ownership Weakens—but Gen Z Brings the Next Big Opportunity

Report by Christina Obolenskaya  |  Mar 27, 2023
Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
US life insurers face declining policyholder numbers and subdued premium growth.
Insurers fight for a squeezed pie, but opportunities abound among younger and female consumers.
Gen Z can lead the market in the future but needs assurance before signing on.
Millennials can be swayed by lower prices, which could help reverse policy decline.
Digital channels are necessary to secure the Gen X consumer.
YouTube and Facebook can help boost ownership among boomers.
With an emphasis on short-term benefits, more women could be sold on life insurance.
How can insurers capture future policyholders?
Sources
Media Gallery
About This Report
US life insurance ownership is dropping as consumers face a challenging economic environment. Understanding how different demographic cohorts approach life insurance can help shape generation-specific acquisition strategies.
Topics
Insurance
Marketing Tactics
Marketing Spending
US
Table of Contents
Executive Summary
US life insurers face declining policyholder numbers and subdued premium growth.
Insurers fight for a squeezed pie, but opportunities abound among younger and female consumers.
Gen Z can lead the market in the future but needs assurance before signing on.
Millennials can be swayed by lower prices, which could help reverse policy decline.
Digital channels are necessary to secure the Gen X consumer.
YouTube and Facebook can help boost ownership among boomers.
With an emphasis on short-term benefits, more women could be sold on life insurance.
How can insurers capture future policyholders?
Sources
Media Gallery

Executive Summary

Life insurance ownership is dwindling among US consumers, but demographic trends can shape acquisition strategies of new life insurance policyholders. Addressing pain points of each demographic cohort will help marketers boost ownership rates of policies across the board.

Key Question: How should insurers market across different demographics to grow revenues?

US Life Insurance Policyholders, by Generation, 2015-2025 (% of total population in each group)
E-Mail ChartDownload

KEY STAT: Since 2020, the number of life insurance policyholders has declined by 6.9%. Insurers must fight against the decreasing ownership rates by including the right marketing campaigns and digital tools.

Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
US life insurers face declining policyholder numbers and subdued premium growth.
Insurers fight for a squeezed pie, but opportunities abound among younger and female consumers.
Gen Z can lead the market in the future but needs assurance before signing on.
Millennials can be swayed by lower prices, which could help reverse policy decline.
Digital channels are necessary to secure the Gen X consumer.
YouTube and Facebook can help boost ownership among boomers.
With an emphasis on short-term benefits, more women could be sold on life insurance.
How can insurers capture future policyholders?
Sources
Media Gallery
About This Report
US life insurance ownership is dropping as consumers face a challenging economic environment. Understanding how different demographic cohorts approach life insurance can help shape generation-specific acquisition strategies.
Topics
Insurance
Marketing Tactics
Marketing Spending
US
Table of Contents
Executive Summary
US life insurers face declining policyholder numbers and subdued premium growth.
Insurers fight for a squeezed pie, but opportunities abound among younger and female consumers.
Gen Z can lead the market in the future but needs assurance before signing on.
Millennials can be swayed by lower prices, which could help reverse policy decline.
Digital channels are necessary to secure the Gen X consumer.
YouTube and Facebook can help boost ownership among boomers.
With an emphasis on short-term benefits, more women could be sold on life insurance.
How can insurers capture future policyholders?
Sources
Media Gallery

authors

Christina Obolenskaya

Contributors

Eleni Digalaki
Principal Analyst
David Morris
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2026 
EMARKETER Inc. All Rights Reserved.