8 steps for winning with younger clients

The past several years really opened the eyes of many consumers. The pandemic and post-pandemic reality forced many people to look hard at their current health situation and well-being, as well as thoughts of longevity and security. The need for and importance of being covered and protected has especially resonated with the millennial and Generation Z demographics. Now is a perfect time for financial professionals to connect with, educate and establish long-term relationships with younger clients.

When discussing life insurance with younger clients, it's important to understand their unique needs and tailor your approach accordingly. Here are some strategies that can help win with younger clients.

1. Understand their financial goals. Younger clients often have different financial priorities compared with those of older individuals. Young adults may be focused on paying off student loans, saving for a down payment on a house or starting a family. By understanding their goals, you can position life insurance as a tool that aligns with their financial aspirations.

2. Highlight the benefits of early planning. Emphasize the advantages of purchasing life insurance at a younger age. Explain that premiums are generally lower when they're younger and healthier and how they can lock in lower rates for the duration of the policy. Additionally, there’s the ability to start building cash value within certain types of policies, providing a potential source of funds in the future.

3. Educate on the importance of protection. Many younger individuals underestimate the need for life insurance since they may not have dependents or significant assets. Educate them on the financial consequences their loved ones could face in the event of an unexpected death, such as funeral expenses, outstanding debts or loss of income. Emphasize that life insurance provides financial protection and a source of comfort for their family and loved ones.

4. Offer customizable options. Younger clients may prefer flexible policies that can be adjusted as their circumstances change. Provide them with options for term life insurance, which offers coverage for a specific period, such as 10 or 20 years. This can appeal to younger clients who anticipate that their needs will evolve over time.

5. Embrace social marketing. Younger clients look at articles and information on TikTok and other social media sites to start their research. It’s no surprise in 2023 that it’s vital for financial professionals to have a social marketing strategy. This not only includes searching for new clients but also sharing content that your audience wants. Social media provides a great channel to showcase knowledge and experience, along with an easy way to connect within the social community.

6. Use digital tools. Younger generations are often comfortable with technology and prefer digital interactions. Leverage digital platforms and online tools to streamline the application process, provide instant quotes, and offer online policy management. This can enhance the overall customer experience and make it more convenient for younger clients.

7. Provide personalized advice. Take the time to understand each client’s unique situation and provide personalized recommendations. Offer a comprehensive review of their financial circumstances and discuss how life insurance fits into their broader financial plan. By demonstrating genuine care about their needs and interests, trust can be built and increase the likelihood of making a sale.

8. Leverage referrals and testimonials. Younger clients often rely on recommendations from friends, family, and online reviews. Encourage satisfied clients to share their positive experiences and refer others. Use social media platforms and online review sites to showcase testimonials and build credibility in the eyes of potential clients.

Remember, younger clients may not have extensive knowledge about life insurance, so it's crucial to simplify complex concepts, listen attentively to their concerns, and provide clear explanations. Financial professionals who customize their approach, educate on the benefits, and build trust, can increase the chances of winning with younger clients in the life insurance market.

Alysia Bell is regional insurance strategist, Crump Life Insurance Services. She may be contacted at alysia.bell@innfeedback.com.

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