Agent for the Future™
Millennials and Insurance

Now the largest generation of adults in the U.S., millennials (born between 1981 and 1997) have tremendous sway in the marketplace. Independent insurance agents must learn how to reach and retain younger consumers to remain competitive. Liberty Mutual and Safeco recently surveyed more than 2,800 insurance customers (including 1,600 millennials) to learn how younger consumers purchase insurance, what they look for in an agent, and more.

Drawing on that research, Agent for the Future put together the resources below to help independent agents understand millennial customers. This is the first of three reports exploring how agents can effectively attract and serve millennial customers.

Click through the links below to view the infographic with key stats you need to know about millennials, read insights from Liberty Mutual’s director of agent & consumer research, take our fun true/false quiz about millennial myths, and read the full report on our findings about millennial consumers and what they mean for your agency. Then, use our handy meeting guide to discuss the research with your staff and talk about what it means for your agency.

We also put together a short video summarizing some of our key findings.

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Understanding millennial insurance consumers
Get The Facts

Expert Insights

What IAs need to know about millennials
Read Article


True or False? Millennial consumers myths
Take Quiz

Full Report

Read the full report on millennial consumers

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Key Findings Videos