In a survey conducted across 48 states, Millennial and Gen Z insurance buyers almost universally (96%) claimed to have researched potential options online, which isn’t particularly revelatory. 

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What’s maybe more interesting, however, is that 3 out of 4 respondents in the Millennial through Gen Z age range still want to work with an insurance broker in order to make the purchase despite having done their own research. 

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The desire to work with an insurance broker for the sake of obtaining advice and/or information about insurance products is specifically sought out by 45% of Millennial and Gen Z respondents, which can probably be explained in large part by the fact that more that 56% of the members of these generations recognize the holes and limitations in their own understanding and insurance education.

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You can read more about that survey and analysis here.