[This article was generated by ChatGPT and has been edited by the Surer team for clarity, readability and context.] They’ve lived through the moon landing, dial-up internet, and the golden era of hawker centres. Singapore’s Baby Boomers (born 1946–1964) are now in their 60s and 70s — retired or semi-retired, wiser, and warier of being “sold to.” For general insurance intermediaries in Singapore, this generation holds significant potential — if you know how to engage them authentically. Here’s how to build connections that are based on trust, understanding, and a deep respect for their life experience. Let’s set the scene: Around 870,000 Singaporeans are aged 60 and above. Many Baby Boomers have paid off their HDBs and built solid nest eggs. They’re less digitally native, but not digitally illiterate (don’t be shocked if they reply to your WhatsApp with a voice message… and a meme). They are often: Caring for elderly parents and supporting adult children Concerned about healthcare costs and medical inflation Looking for reliability over risk, and clarity over speed Baby Boomers didn’t grow up googling policy terms. Insurance language can sound like another dialect to them. Instead of saying: “This PA policy offers an annual aggregate limit of $100K, excluding pre-existing conditions.” Say: “This plan helps pay for hospital bills if you get injured, and even covers long recovery periods — but it doesn’t apply if the condition existed before you bought it.” 📌 Remember: Empathy = conversions. This generation still prefers face-to-face or voice-based interactions. According to a 2022 study by IPS Social Lab, 68% of Singaporeans aged 60+ prefer phone or in-person discussions over apps or chatbots. 💡 So yes, meet them in their home. Call instead of text. Bring physical brochures. Offer kopi or teh. These little gestures matter. Unlike younger generations, Boomers don’t respond well to hype or urgency tactics. Don’t say: “Quick! Limited-time only — this plan ends Friday!” Do say: “This is a solid plan that many retirees choose. Happy to walk through it together — no rush.” When you come across as patient, informed, and never pushy, Boomers will trust you more — and trust leads to referrals. Boomers are not concerned about “cool” features — they care about: Being a burden on their children Outliving their savings Healthcare costs in old age Not knowing which policies they have or need Your role? Help them feel secure and empowered. Say things like: “Let’s look at what you already have and see if anything’s missing — I’ll help explain it all.” They may use Facebook more than Instagram, and they still double-tap everything accidentally, but Baby Boomers areonline — just with simpler expectations. Help them access: Policy summaries via WhatsApp PDF versions of plans with clear headings Zoom calls (with extra time to get the audio working 😅) Pro tip: If they call you after reading the PDF and say, “Okay, I read it, but explain again lah,” that’s a good sign. Boomers appreciate consistency. Sending a text on their birthday, or a reminder before policy renewals — these small things build loyalty. Even better? Offer to meet with their adult children too. Boomers often consult their kids before making decisions, especially for larger policies. “I’d be happy to chat with your son or daughter if you want their input — totally up to you.” Baby Boomers are the most under-targeted, yet most financially stable generation in Singapore. If you can meet them where they are, they won’t just sign a policy with you — they’ll stay with you for life. Bonus Pro Tip: Want to build a strong Baby Boomer client base? Attend community centre events, give short talks on insurance in dialect-friendly language, or team up with estate planners. Boomers are social — and they love seeing familiar faces. It is fuss-free. No credit card or payment required.
👴 Who Are the Baby Boomers in Singapore?
💬 Tip 1: Speak Human — Not Jargon
📞 Tip 2: Prioritise the Personal Touch
🧓 Tip 3: Respect Their Experience (They’ve Seen It All)
🧠 Tip 4: Address Their Real Worries
🖥️ Tip 5: Don’t Underestimate Their Tech Savvy… but Make It Easy
🔁 Tip 6: Follow Up Thoughtfully
✅ Wrap-up: Build Bonds, Not Just Sales
They value sincerity, patience, and professionalism — not flashy apps or aggressive tactics.
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