The modern insurance buyer is no longer defined by a single age group or life stage. Millennials and Gen Z now make up a growing share of the market, bringing fresh expectations shaped by digital habits and evolving economic realities. At the same time, retirees are living longer, prompting new conversations about long-term financial protection, supplemental coverage, and evolving healthcare needs.

This expansion at both ends of the age spectrum has created a consumer base with broader, more diverse priorities and new expectations for how and where insurance should be purchased.

Evolving Lifestyles Reshaping Financial Priorities

The rise of gig work, remote employment, and side hustles has reshaped household dynamics and income patterns. Many consumers no longer follow the traditional linear path of full-time employment with employer-provided benefits. Instead, they look for insurance options that are flexible, easy to understand, and aligned with lifestyles that may shift month to month.

Consumers are looking for solutions that feel personal and adaptive, not one-size-fits-all.