How to Attract the Next Generation to Insurance

For many young professionals, the insurance industry isn’t exactly top of mind when plotting a career path. But for 23-year-old twins Sam and Noah Zickefoose, it’s where they’ve found purpose, opportunity, and a surprising sense of community.

Sam is a producer at an agency in Wilmington, North Carolina, while Noah works as a commercial account manager at an independent agency based in Raleigh. Together, they represent a new wave of Gen Z professionals entering the insurance workforce. Their stories offer a glimpse into what draws young talent to the field–and what the industry must do to keep them.

A Structured Start

Sam Zickefoose majored in business and interned at an insurance agency during his final summer of college. That experience, he says, was pivotal.

“I liked the structure of the internship,” Sam said. “It gave me a clear path and showed me how I could grow in the industry.”

Always a people person, Sam knew he wanted a career in sales. Insurance, with its relationship-driven nature and long-term earning potential, checked all the boxes.

“I’m working 55 hours a week right now,” he said. “But I know that if I put in the time and build my book, the flexibility and financial rewards will come. That’s what motivates me.”

A Different Route

Noah Zickefoose’s path was less direct. A biology major with a business minor, he once envisioned becoming an orthodontist. But after watching his twin brother find opportunity–and their stepfather, who has spent 25 years in commercial P&C, build a successful career–he decided to give insurance a try.

“I didn’t envision working in insurance,” Noah said. “But the people in this industry are incredible. Everyone I’ve met has been welcoming, supportive, and genuinely great people.”

For Noah, it’s not just about the job–it’s about the culture. “There’s a sense of community here that I didn’t expect. That’s what keeps me engaged.”

What Gen Z Wants

While neither Sam nor Noah cited the COVID-19 pandemic or economic uncertainty they experienced during high school and college as motivators, their generation is known for valuing stability, purpose, and flexibility–qualities the insurance industry can offer in spades.

According to industry research, Gen Z workers are looking for:

• Clear career paths with opportunities for advancement.
• Work-life balance and eventual flexibility.
• Purpose-driven work that makes a tangible impact.
• Mentorship and community.
• Financial stability and growth potential.

Insurance may not be flashy, but it delivers on many of these fronts.

“Insurance is one of the few industries where you can start with no experience, learn on the job, and build a six-figure career in a few years,” said Sam. “That’s not something you find everywhere.”

Bridging the Gap

To attract more young professionals like the Zickefoose twins, leaders must rethink how they present insurance careers.

Modernize the Message. Insurance isn’t just about policies and premiums–it’s about protecting people, businesses, and communities. Framing the work as meaningful and impactful can resonate with Gen Z’s values.

Invest in Internships. Sam’s entry into the industry began with a well-structured internship. Agencies and carriers should prioritize internship programs that offer real-world experience, mentorship, and a clear path to full-time roles.

Highlight Flexibility and Earning Potential. While Gen Z values balance, they’re also ambitious. Sam’s willingness to work long hours now is driven by the promise of future flexibility and financial independence. That message should be front and center.

Showcase the People. Noah’s story underscores the importance of culture. “The people are the reason I’m here,” he said. “It’s not just a job–it’s a network of people who care.”

Use Peer Voices. Young professionals are more likely to be influenced by peers than by executives. Featuring stories like Sam and Noah’s in recruiting materials, social media, and career fairs can make the industry more relatable.

Looking Ahead. The industry faces a looming talent gap as older professionals retire. Attracting and retaining Gen Z workers is not just a priority–it’s a necessity.

The good news? The foundation is already there.

“This industry has everything young people are looking for,” said Noah. “They just don’t know it yet.”

With the right messaging, mentorship, and opportunities, the next generation of insurance professionals is ready to step in–and step up.