Let’s face it — if you asked a Gen Z what their top priorities are, you’re more likely to hear mental health, aircon, content creation, and Wi-Fi before the word “insurance” ever comes up.
But here’s the thing: Gen Zs in Singapore aren’t clueless about insurance — they just need it to make sense for their lifestyle. And that’s where you, our savvy general insurance intermediary, come in.
So what types of coverage actually matter to Singapore’s digital-native, bubble-tea-loving generation? Let’s break it down.
1. 📱 Gadget Insurance: Because Their Life is in Their Devices
95% of Gen Zs in Singapore own a smartphone (Statista, 2024), and most treat their gadgets like beloved pets.
Whether it’s a cracked screen from a clumsy coffee spill or a stolen laptop at a café, this generation needs gadget insurance — they just don’t always know it exists.
💡 Pitch it like this:
“Think of it like AppleCare… but for everything else you love that runs on a battery.”
2. ✈️ Travel Insurance: For the Wanderlust Warriors
With revenge travel in full swing, Gen Zs are leading the pack in post-pandemic holiday bookings. According to Booking.com, 69% of Gen Z Singaporeans plan to travel internationally at least once a year.
They want to:
-
Island hop in Thailand
-
See cherry blossoms in Japan
-
Escape to Seoul for a K-pop pilgrimage
And they’re booking it all online, fast and furious.
💡 Pro tip:
Emphasise protection for trip cancellations, lost baggage, and medical emergencies abroad — but keep the lingo breezy. (“Get covered in case your holiday becomes a stay-in-the-hotel-with-food-poisoning kind of trip.”)
3. 🐶 Pet Insurance: Because Fur Babies > Everything
More Gen Zs are adopting pets — in fact, pet ownership among under-30s in Singapore grew by 22% in the last three years (Agri-Food & Veterinary Authority).
And to them, it’s not “just a dog” — it’s Mochi, the Shiba Inu with an Instagram following.
💡 How to frame it:
“Vet bills aren’t cute. Protect your fur baby so you can keep buying them overpriced puppuccinos.”
4. 🚲 Personal Accident Insurance: For the Side Hustlers & Spontaneous Cyclists
Whether they’re zipping around on a shared bike, kick scooter, or doing weekend delivery gigs for extra cash, Gen Zs are active — and vulnerable to minor accidents.
Over 30% of Gen Zs in Singapore participate in part-time gig or delivery work (TODAYonline, 2024), but many don’t realise they aren’t automatically covered.
💡 Your hook:
“Got side hustle energy? Make sure a sprained ankle doesn’t take you offline.”
5. 🧠 Mental Health & Wellness Add-ons: Because They Actually Care
More than any other generation, Gen Zs rank mental health as a top priority — 83% say they’re more likely to buy from brands that support wellness (Deloitte, 2024).
While mental health coverage is more commonly found in life or health insurance, intermediaries can still shine by:
-
Promoting policies with wellness perks
-
Partnering with platforms that offer counselling services
-
Framing insurance as part of a larger self-care strategy
💡 Soft sell it:
“Insurance isn’t just for emergencies. It’s part of your wellness toolkit — like therapy, gym passes, and a good nap.”
Insurance That Matches the Vibe
Gen Zs aren’t anti-insurance — they’re anti-irrelevant insurance.
If you can position policies around their real-life needs (and skip the doomsday tone), you’ll find yourself not only closing more policies — but building long-term loyalty with the next big customer segment in Singapore.
So go forth and meet Gen Z where they are — online, conscious, and a little obsessed with their pets and phones.
