Millennials are notoriouslypicky when it comes to who they chose to do business with. They areknown for their digital prowess andreligiously check reviews online before committing to a company orservice.

|

But just because they're constantly online doesn't mean everycompany can reach them with its digital presence. And according toa recent poll from Gallup, that's especially true for insurancecompanies. According to the research, of all generations,millennials are the least likely to be fully engaged — and themost likely to be actively disengaged — with their primaryinsurer.

|

This is a problem. A big problem.

|

Millennials are the largest generation in the U.S. and willgrow to dominate the market inthe years to come. Insurance company leaders who don't take stepsnow to engage this demographic will inevitably be leftbehind.

|

But just how do you engage and market to millennials online?Read on to find out.

|

5. Use current clients

|

As Gallup states, “insurers can leverage existing relationshipswith members of older generations who can reach out to themillennial family members.” Just about everyone has a baby boomerin their client base. And by offering incentives to add policiesfor millennial relatives, insurers can potentially gain new customers — or engagean entire family.

|

4. Offer information security

|

Sure, all consumers want to know that their personal informationis secure with each and every company they do business with. Butmillennials are most adamant about this. Insurers should offertop-of-the-line online security to this digital demographic. Asecure online experience will drive engagement with millennials— just what insurers need right now.

insurance

3. Make sure online coverage changes are anoption

|

Too many insurers are operating with antiquated online systems. Simplychanging a beneficiary or choosing an additional annuity product toadd to a portfolio online can be a daunting and time-consumingtask. Millennials, of all generations, do not have the patience forit. As Gallup notes, “To millennials, convenience, functionalityand speed are key to the online experience.” And since millennialsencounter life changes with more frequency than older generations,being able to quickly make changes to coverage online is a strongengagement driver.

2. Provide answers

|

There's a common theme here: Millennials want the ability to do everythingonline, including finding answers to insurancequestions. Not only that, they want the answers to be simple tograsp, in non-technical terms. Insurers who make informationreadily available — and easy to find — along withresources such as a live chat will be ahead of the game when itcomes to attracting millennial customers.

|

1. Make the insurance experience easy

|

Insurance can be complicated, and it's up to the insurancecompanies to make it less so in order to attract more consumers.Millennials gravitate towards businesses that offer ease of accountmanagement, payment features, access to policy information and sitenavigation. For the generation that grew up online, they have highexpectations. Insurers must “keep it speedy, straightforward andsharp,” according to Gallup.

|

Related: Here's how Millennials are changing the rentersinsurance market

Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader

  • All PropertyCasualty360.com news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including BenefitsPRO.com and ThinkAdvisor.com.
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Emily Holbrook

Emily Holbrook serves as owner and head content creator at Red Label Writing LLC, a content studio that collaborates primarily with the insurance and financial services sectors. She can be reached at [email protected].