[This article was generated by ChatGPT and has been edited by the Surer team for clarity, readability and context.] Gen Zs in Singapore are changing the game. Born between 1997 and 2012, they’re digital-first, value-driven, and way savvier than most people give them credit for. But when it comes to general insurance? Let’s just say… the vibes are uncertain. So what do Gen Zs really think about general insurance? Let’s peel back the TikTok filters and find out. Ask most Gen Zs how they feel about general insurance and the answer is somewhere between mild confusion and total overwhelm. In a 2023 NTUC Income survey, 67% of Singaporean Gen Z respondents said they felt unsure about how insurance works, and nearly 50% thought insurance was only necessary once you’re ‘older’ (read: above 30). Many associate insurance with: Boring paperwork 📄 Big, scary words like “indemnity” and “excess” 😨 Things their parents nag them about 🗣️ But don’t be too quick to judge — it’s not that they don’t care. It’s that no one’s really explained it in a way that makes sense to them. Gen Z grew up with smartphones, not Singpass tokens. A whopping 95% of Gen Zs in Singapore are mobile-first, and 72% expect financial services to be entirely digital (Visa Consumer Insights, 2024). They don’t want to: Print forms Email PDFs Or (gasp) wait 3-5 business days Instead, they expect: Instant quotes online Easy-to-read policies in plain English Customer service via WhatsApp, not a hotline that says “press 9 to return to the main menu” If your general insurance offering doesn’t feel like the digital equivalent of a Grab order — fast, fuss-free, and trackable — you may lose them before you even get to “Hello.” Gen Zs are sceptical — not stingy. According to a YouGov poll in 2023, 64% of Gen Zs in Singapore say they want to be financially responsible, but 43% say they worry insurance is just another way companies profit off fear. Ouch. Here’s the trick: They will buy insurance if they understand what they’re paying for — and how it protects what they actually care about: Their gadgets 💻 Their rental deposits 🏠 Their travel plans ✈️ Their pets 🐾 Forget the traditional umbrella metaphors. Speak to their lifestyle. Show how general insurance fits into their daily world, not just worst-case scenarios. Gen Zs are informed, cautious, and incredibly brand-conscious. They follow influencers, check reviews, and do their own research (usually while bingeing K-dramas). They don’t mind being sold to — but only if the brand feels: Authentic Transparent Values-aligned Insurance that sounds like it was written in the early 2000s? Nope. Gen Z wants empowerment, not lectures. This is where general insurance intermediaries can shine — by becoming enablers, not enforcers. Use tools to make life easier for them and you: Surer – for quick quoting and comparisons Instagram – to break down confusing terms through bite-sized reels Canva – to share fun infographics (insurance memes, anyone?) Google Forms – for simple needs assessments Gen Zs in Singapore do care about protection, peace of mind, and financial wellness — they just want to engage on their own terms. So here’s the golden rule: don’t try to make them fit into your world of insurance. Bring insurance into their world instead — fast, digital, relevant, and (above all) human. TL;DR for the busy intermediary: Keep it digital Keep it real Keep it snackable Keep it Gen Z-friendly And remember: If you wouldn’t explain a policy to your client the way you’d explain it to your 25-year-old niece over bubble tea… try again. It is fuss-free. No credit card or payment required.🧃 1. “Adulting is hard. Insurance is harder.”
📲 2. “If I can’t do it on my phone, I don’t want it.”
💸 3. “Do I really need this, or is it just a money grab?”
💬 4. “We’re not clueless — we just need better vibes.”
An agent who talks like a friend, shares real stories, and helps them understand without judgement? Sign them up.🛠️ 5. “Give us tools, not lectures.”
They’re Not Ignoring You — They’re Just Scrolling
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