Young people are often assumed to be indifferent to life insurance, but the reality is quite the opposite. Around half of 18‑ to 34‑year-olds already hold some form of protection, yet conversations often happen too late or in the wrong places. In this piece, Rob Harvey, Vitality’s Adviser Editor, explores how advisers can meet younger clients where curiosity begins, particularly on social media, building understanding, trust, and lifelong protection relationships long before the first formal advice meeting.
There’s a persistent assumption that young people aren’t interested in life insurance. Our research suggests otherwise, with around half (51%) of those aged 18 to 34 already have some form of protection product in place.
So where’s the disconnect? And what can we do about it? If, as our research indicates, interest and awareness exist, it must be timing and channel. Conversations are happening too late or in the wrong places. This potentially presents a real opportunity to build lifetime client relationships much earlier than many assume.
The protection gap is a conversation gap
As we have seen, many younger clients are already curious about protection. The opportunity is meeting them where that curiosity begins and framing protection as part of building a life, not an afterthought to it.
Homebuying is the clearest example of where this is failing. It’s one of the biggest financial commitments anyone makes, and an obvious moment to discuss life insurance. Yet one in five say that conversation didn’t happen until after their purchase, if at all. And 60% of those who never had the conversation say they would have considered taking cover had it been raised.
Younger buyers aren’t waiting passively, either. Nearly two-fifths (38%) of homebuyers under 35 say they would turn to social media for finance or mortgage advice. Social media is often now a first step in the financial journey. Advisers who are absent risk losing influence before the first meeting has even been arranged.
Curiosity without clarity
Young adults are actively researching life insurance, with one in three (32%) aged 18 to 34 looking into covering themselves. They’re also more likely than older age groups to have spoken to a financial adviser about protection (24% vs 14% of 35 to 54-year-olds) and to have asked for cover types to be explained (21% vs 12%).
Yet a third (35%) still say they don’t understand the differences between protection plans. That’s not apathy, it’s a knowledge gap we can fill. Social media is where exploration happens. Advisers are where clarity is provided. The two roles can work together.
Showing up where it matters
Younger people are increasingly turning to platforms like TikTok or AI tools that draw on social media content, instead of traditional search engines. That creates both risk and opportunity. Misinformation can spread quickly where credible voices are absent, but where advisers do engage, trust can be built long before a formal advice conversation begins.
We’re already seeing this in practice. Some advisers are using TikTok to answer the questions people would previously have Googled – what’s the difference between life insurance and income protection, does cover lapse if you stop paying, what happens to a plan when you remortgage? Accessible, accurate content builds familiarity and confidence, and familiarity matters when someone is ready to act.
Zoe Priselac, a member of our VitalityLife Intermediary Advisory Board and a regular contributor to our Forward Thinking Adviser webinar series, is a strong example. By replying directly to comments and using story-led content, she meets younger audiences on their own terms, and we see how that is positively resonating.
So what’s the answer?
Be useful: Social media is not the place for personalised advice, but it is an effective way to reach people early and guide them from curiosity towards a meaningful protection conversation.
Find the format that works for you: Highly produced content is not necessary. A simple 60‑second video explaining the difference between life cover and critical illness cover can reach thousands who would never actively search for that information.
LinkedIn for professional reach: LinkedIn is less about reaching consumers directly and more about visibility with mortgage brokers, estate agents and referral partners. Consistent posting helps build professional credibility and keeps advisers front of mind.
Make the most of insurer channels: Insurer social media channels have evolved significantly. Sharing or engaging with their content can extend an adviser’s reach while strengthening their own profile.
Compliance is the practical barrier
FCA rules around financial promotions are often cited as a barrier to social media use. Any content must be fair, clear and not misleading. This is manageable by keeping content educational and generic, avoiding calls to action around products, and following firm or network guidance on social media use and sign‑off processes.
A moment worth taking
None of this requires a big transformation or a full content strategy. Posting once or twice a week, answering common questions, sharing relevant articles, or commenting on industry news help advisers stay visible and searchable. The goal isn’t viral content, but credibility when someone starts asking questions.
The opportunity for us all is to treat social media the same as a referral network, consistent, genuine, and played as a long game.
