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.

• Gen Z offers the greatest opportunity for new business. The cohort is the only one to increase life insurance ownership during our forecast period: The share of Gen Z adults with life insurance will grow by 3.5% from 2022 to 2025, representing more than 6 million new customers.
• Gen Z is beginning to invest in insurance. In 2023, there will be more adult Gen Zers than adolescents for the first time—about half the size of the millennial population. By 2025, almost two-fifths (37.1%) of Gen Z will own life insurance, exceeding growth rates of preceding age cohorts.
• Yet Gen Zers are uncertain about buying life insurance. A vast majority of the cohort (86%) hesitates to purchase life insurance—compared with 70% of boomers—citing policy affordability as a key concern, per NerdWallet. To seek answers, Gen Zers are the most likely to seek communication with an agent and research via social media before purchasing.

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