{"id":77043,"date":"2025-05-02T10:17:17","date_gmt":"2025-05-01T23:17:17","guid":{"rendered":"https:\/\/riskinfo.com.au\/news\/?p=77043"},"modified":"2025-05-08T17:46:56","modified_gmt":"2025-05-08T06:46:56","slug":"gen-z-trust-recommendations-over-big-brands","status":"publish","type":"post","link":"https:\/\/riskinfo.com.au\/news\/2025\/05\/02\/gen-z-trust-recommendations-over-big-brands\/","title":{"rendered":"Gen Z Trust Recommendations Over Big Brands"},"content":{"rendered":"
\n
\n

Our report \u2013\u00a0that\u00a0Gen Z and Gen Alpha consumers buy financial advice based on trusted recommendations \u2013 attracted strong reader interest this week…<\/h3>\n<\/div>\n<\/div>\n

Marketing life insurance advice to Gen Z and Gen Alphas requires the personal touch and as little on-boarding friction as possible, says Skye Wealth<\/a> adviser Azaria Bell<\/strong>.<\/p>\n

Speaking during the ‘Getting to know Gen Z and Gen Alpha’ session at CALI\u2019s Wild for Life 2025<\/em><\/a> conference last month, Bell told the audience that 18 to 34-year-olds expect the same digital experience with insurers as they enjoy with their bank \u2013 to be able to log-in and make changes \u201c\u2026to self-serve\u201d.<\/p>\n

Attendees also heard this group prefers a direct relationships with advisers due to a level of miss-trust with big brands and corporations.<\/p>\n

\u201cIt\u2019s very easy for Gen Z and Alphas to build trust with an individual,\u201d said Bell. \u201c\u2026especially with online influencers because they are independent from the brand.\u201d<\/p>\n

\"Azaria
Azaria Bell… Gen Z follow influencers.<\/figcaption><\/figure>\n

She told the story of a big insurer sponsoring a popular financial advice podcast that led to strong recognition.<\/p>\n

\u201cThe insurer had their advert play before a financial advice podcast and I had clients asking for that firm to be included in any quotes I prepared for them,\u201d she said.<\/p>\n

\u201cThey trusted the insurer because it was endorsed by a person they\u2019ve been watching in a podcast for a number of years.\u201d<\/p>\n

Session moderator, Jessica Ridley<\/strong> agreed, adding that Gen Z and Alpha are more likely to look for financial advice on social media before seeking out an adviser.<\/p>\n

\u201cIf you have an influencer who has 500,000 followers, sometimes that is more influential than the social media accounts of insurance groups with a few thousand followers,\u201d she said.<\/p>\n

Bell, who fronted the Gen Z Money<\/em> podcast, said those who follow influencers are loyal to them.<\/p>\n

\u201cNot to a dangerous degree,\u201d she said. \u201cBut they do take on the values they are sharing and the education they are putting out there.<\/p>\n

\u201cThey learn a lot about personal finance through influencers or content creators, and then they reach out to an adviser for more.\u201d<\/p>\n

\"Darren
Darren Leonard… sharing the societal good of life insurance.<\/figcaption><\/figure>\n

Also on the panel was Darren Leonard<\/strong>, ALUCA<\/a> Underwriting Chair and Acenda<\/a>\u2019s Northern Underwriting Manager.<\/p>\n

He said it\u2019s important insurance firms tailor education to the Gen Z and Alpha markets, and to engage with them on the social media platforms they use and trust.<\/p>\n

\u201cWe have a real opportunity to champion advisers who partner with podcasters or influencers who have the ear of Gen Z and Gen Alphas to highlight the societal good our products are providing.<\/p>\n

“When we are engaged we need to do it in a digital and seamless way.\u201d<\/p>\n

The key take-aways from this session of the conference are that when it comes to the under-35s, personal relationships and trust need to be established before new business can be written.<\/p>\n

\"Jessica
Left to right – Jessica Ridley, Azaria Bell, and Darren Leonard talk Gen Z at CALI’s Wild for Life 2025 conference.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

Our report \u2013\u00a0that\u00a0Gen Z and Gen Alpha consumers buy financial advice based on trusted recommendations \u2013 attracted strong reader interest this week… Marketing life insurance advice to Gen Z and Gen Alphas requires the personal touch and as little on-boarding friction as possible, says Skye Wealth adviser Azaria Bell. Speaking during the ‘Getting to know […]<\/p>\n","protected":false},"author":23,"featured_media":77229,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282,241,6994,6831,6837,8291],"tags":[],"class_list":{"0":"post-77043","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-associations","8":"category-conferences-and-events","9":"category-education","10":"category-practice-marketing","11":"category-soft-skills","12":"category-story-of-the-week"},"_links":{"self":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/77043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/comments?post=77043"}],"version-history":[{"count":0,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/77043\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media\/77229"}],"wp:attachment":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media?parent=77043"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/categories?post=77043"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/tags?post=77043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}