Agent for the Future™
Engaging Millennial Insurance Consumers Through Digital

Liberty Mutual and Safeco Insurance recently surveyed more than 2,800 insurance consumers, including
1,600 millennials, to learn how they make decisions about purchasing insurance. One of our key findings
was that millennials often use digital channels to learn about and choose agents.

Independent insurance agents must engage online to effectively attract and serve millennial consumers.

Digital engagement is an essential part of reaching millennial consumers

0%
of millennials who don’t work with an agent say they could foresee themselves learning about an agent through digital engagement
The channels they can see using
53%
Online search
28%
Consumer/user review sites
20%
Online ad
17%
Facebook
15%
YouTube
9%
LinkedIn

Millennials research online when choosing one agent over another

How they choose:
Positive online reviews
Represent a well-known company
Convenient location
Social media engagement
Modern website
Availability of online chat

When looking for service on their policy, millennials are more likely than older generations to use multiple digital channels

0%
of millennials used at least one digital channel
0%
used four or more digital channels
Digital channels used for service in the previous 12 months
Millennials
Gen X
Baby boomers
Online account
Email
Mobile app
Texting
Social media

6 things agents can do now to elevate their online engagement

  1. 1
    Invest in a modern, mobile-friendly website
  2. 2
    Encourage and respond to online reviews
  3. 3
    Implement a social media content strategy
  4. 4
    Find technology tools that let customers contact you how and when they want
  5. 5
    Utilize video proposals and reviews
  6. 6
    Hire and train a dedicated marketer
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