Generation Z — born between 1997 and 2012 — is entering the workforce in full force. For health insurance agencies, this represents both a challenge and a great opportunity. Gen Z is young, digital, pragmatic, and has very different expectations from previous generations.
If your agency is currently recruiting or thinking about how to retain young talent, it’s crucial to understand how Gen Z agents relate to work, technology, and purpose. Here are four key factors you should keep in mind:
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They Seek Purpose, Not Just a Commission
For many young agents, selling health insurance isn’t just about closing deals. They want to know they’re helping people make important decisions for their well-being. This generation needs to understand the impact of their work.
What can you do as an agency?
Include the human side of the business in your onboarding process. Share real stories of how quality guidance changed a client’s life, and highlight that your mission goes beyond selling policies.
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They Value Flexibility and Work-Life Balance
Gen Z expects a work model that respects their time and well-being. This includes remote work options, flexible schedules, and autonomy to manage their own day.
What can you do as an agency?
Offer hybrid work arrangements whenever possible. Instead of rigid schedules, focus on outcome-based models: Are they hitting production goals? Are they delivering good service? Then let them work in the way that suits them best.
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They Want to Learn and Receive Constant Feedback
This generation doesn’t want to wait a full year to know how they’re doing. They seek quick feedback, growth opportunities, and an environment where they can develop professionally.
What can you do as an agency?
Set up brief check-ins monthly—or even weekly. Promote mentorship between experienced agents and new talent. Offer short, ongoing training sessions on products, technology, or health insurance regulations.
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They’re Digital Natives—Let Them Use That Strength
Gen Z is not afraid of technology. In fact, they expect the tools they use to be fast, intuitive, and modern. If something is slow or inefficient, they’ll notice it—and avoid it.
What can you do as an agency?
Invite them to participate in improving digital processes. Their fresh perspective can help streamline workflows, automate tasks, and discover new ways to connect with clients. If you give them space to innovate, they will.
Gen Z agents aren’t here to “do things the way they’ve always been done.” They’re here to transform, question, and contribute. As an agency, your challenge is to create an environment that allows them to do so—without losing focus on results and client service.
Adapt, listen, and give them the tools to grow. If you do it right, you’ll be investing in a new generation of agents that can take your health insurance agency to the next level.
