Closing the Insurance Customer Protection Gap: How Generational Differences in Risk, Readiness, and Coverage Are Redefining Insurance Value

Without a healthy insurance ecosystem, the broader economy, businesses’ and individuals’ financial futures are at risk. This primary consumer research report the widening protection gaps across and why this is a tipping point insurers can’t afford to ignore.

Consumers across generations—Gen Z & Millennials, Gen X & Boomers—are united in what matters most: maintaining their health, protecting their families, managing rising financial pressures, and staying secure in an uncertain world. Despite this clarity, the report reveals a troubling disconnect between what customers value and how protected they actually feel. The result is significant lifestyle, financial, and safety/security protection gaps, with financial risks standing out as the most acute area of under-protection.

Today’s customers are increasingly disillusioned with the “traditional” insurance model, eroding trust and loyalty, even with long-standing brands. Growing protection gaps are reshaping buying behaviors, fueling demand for different products, and resetting expectations for value and experience. The protection gaps identified throughout this research are not solely the result of missing products; they are driven by gaps in understanding, confidence, perceived relevance and value. AI presents insurers a powerful opportunity to address these challenges at scale, with consistency and quality.

AI can also play a central role in building trust by improving quality, transparency and responsiveness. By using AI to deliver personalized engagement and education, insurers can help consumers understand the risks they face and the solutions available to them, framed in the context of their life stage, priorities, and behaviors. AI-driven recommendations can translate abstract risks—such as retirement shortfalls or cyber exposure—into concrete, actionable insights that feel relevant rather than overwhelming.

Download this Thought Leadership to gain perspective on:

• Understand how rising costs and economic pressures are driving unsustainable protection gaps across generations.
• See where customers feel most under-protected today—and how the right products can dramatically improve their sense of preparedness.
• Learn what insurers must do now to rebuild trust, close the protection gap, and stay relevant in a rapidly changing market.