Modern approaches to building
stronger long-term client relationships
Agents who modernize their approach while remaining authentic
and value-driven won’t just survive this generational shift—they will thrive in it … .
By Noelle Codispoti, CPCU, ARM
Gen Z is stepping into business ownership at an unprecedented rate, bringing an entirely new set of expectations to the commercial insurance space. Born between 1997 and 2012, Gen Z has grown up in a digital-first world—where convenience, speed, and transparency are not just preferences but requirements. Traditional sales and service models that worked for previous generations won’t cut it anymore.
This generational shift presents both a challenge and an opportunity for insurance agents and brokers. While traditional relationship-building remains valuable, today’s business environment requires adapting to Gen Z’s expectations for digital convenience, speed, and transparency. The agents who integrate these modern approaches while leveraging their industry expertise will thrive, building stronger, long-term client relationships.
So, how can agents evolve to win over Gen Z? A few things that Gen Z business owners expect from their agents include:
- Tech-first mindset. If they can register an LLC, set up payroll, and automate marketing online, why should insurance buying be any different? They want self-service options and instant access to coverage, not endless forms and waiting periods.
- Speed over tradition. Just as they hire freelancers on demand and place supply orders instantly, they expect insurance quotes and policy changes to be equally as fast. If agents can’t deliver in real-time, they’ll go elsewhere.
- Transparency and customization. They build custom tech stacks and select personalized subscription services to fit their business needs. They also expect insurance to be modular—clear policies, flexible coverage, and no surprises in the fine print.
- Multi-channel communication. They handle business through texts, live chats, and social platforms—not just emails and phone calls. Agents and brokers need to be just as accessible to stay relevant.
- Values-driven business choices. Gen Z prioritizes sustainable suppliers, ethical brands, and socially responsible partners. They want agents who align with these values and prove their commitment through action.
Agents who adapt to Gen Z’s business mindset, offering speed, transparency, digital access, and shared values, will thrive. Those who don’t? They risk losing an entire generation of clients.
Tech-first and speed-driven
Gen Z business owners don’t wait for sales reps, they don’t tolerate delays, and they don’t want friction in their insurance experience. They expect the same instant service from their brokers and agents that they receive in every other aspect of their business operations. Just as they onboard employees digitally, automate financial processes, and order business supplies instantly, they expect insurance transactions to be as fast and intuitive.
According to a 2024 HubSpot Blog post, 57% of Gen Z respondents expect a response from customer service within 24 hours or less, with 27% anticipating a reply within just a few hours. This demand for immediacy means that slow or outdated service models will push them to competitors who offer faster, more digital-first solutions.
How can agents meet these expectations? Try the following:
- Self-service and instant quotes. Gen Z wants the ability to research, compare, and purchase policies on their terms. AI-driven platforms should allow them to receive quotes in minutes, not days.
- Client portals and mobile dashboards. Clients should be able to update coverage, track claims, and request certificates of insurance without needing to call an agent. If a platform isn’t mobile-friendly, it’s already outdated.
- Instant policy binding and digital paperwork. Just like setting up payroll software, Gen Z expects policies to be activated instantly with e-signatures and digital documentation.
- Proactive, real-time updates. Instead of chasing down information, Gen Z expects automated notifications (via text, app alerts, or email) on policy changes, claims progress, and renewals.
Technology doesn’t replace expertise; it enhances it. By leveraging automation for routine tasks, agents and brokers can free up time for high-value client interactions, positioning themselves as efficient service providers and trusted risk advisors.
Transparency and customization
Insurance policies can be complex, with legal jargon and hard-to-decipher coverage details. For Gen Z business owners, this complexity is a barrier to trust. They want clarity, simplicity, and the ability to customize their coverage to fit their needs without feeling like they need a law degree to understand their policy. Agents should:
- Break down coverage clearly. Instead of lengthy, technical documents, agents should explain policies in plain language and use visual aids like infographics, side-by-side comparisons, and short videos to simplify coverage details. If a Gen Z business owner can’t explain their policy in their own words, it’s too complicated.
- Offer modular, customizable coverage. Just as they build custom software stacks, Gen Z expects flexibility in insurance. They want the ability to adjust coverage limits, add endorsements, and bundle policies based on their business risks rather than relying on one-size-fits-all packages.
- Make pricing transparent and easy to compare. No hidden fees, no surprise exclusions. Pricing should be upfront, clearly broken down, and easily compared across coverage options.
This is where expertise matters. Brokers and agents who simplify policies and proactively identify coverage gaps will become trusted advisors—helping Gen Z business owners make informed, confident decisions about their risks. This is something no AI chatbot or automated quote generator can replicate.
Multi-channel communication
Gen Z business owners run their companies from their phones. They don’t rely solely on emails and don’t sit on hold waiting for an agent to answer. To stay relevant, agents can:
- Offer text and chat support. Agents should be available via SMS, WhatsApp, Slack, or live chat, not just email or phone.
- Have a social media presence. Gen Z follows industry trends, finds services, and asks business questions on LinkedIn, Instagram, and TikTok. Agents who engage where Gen Z is active build stronger connections.
- Use integrated communication channels. If a client starts a conversation on chat, they shouldn’t have to repeat themselves in an email or phone call. Integrating CRM tools ensures seamless communication.
Agents and brokers don’t have to abandon traditional relationship-building. Instead, they should expand their reach through new channels, ensuring that younger clients still benefit from their expertise.
Values-driven business choices
Gen Z doesn’t just buy from companies; they buy into them. Unlike previous generations, their purchasing decisions are driven by authenticity, ethical responsibility, and corporate values rather than price or convenience. In fact, 70% of Gen Z consumers say they are more likely to buy from a company that aligns with their values, according to McKinsey & Company research.
Their expectation for business transparency, social responsibility, and inclusion extends beyond retail and technology. It influences their choice of insurance providers, brokers, and financial service firms as well.
Gen Z consumers, and consequently Gen Z business owners, don’t just prefer companies with strong Environmental, Social, and Governance (ESG) and DEI commitments, they have come to expect them. Brokers and agents that fail to integrate these values authentically risk being seen as out of touch or irrelevant to this generation’s expectations
To demonstrate shared values, agents can:
- Showcase ESG and DEI commitments. Brokers and agents should highlight sustainability efforts, diversity initiatives, and community involvement.
- Engage in community initiatives. Sponsoring small business programs, hosting educational events, and partnering with ethical insurers builds credibility.
- Highlight ethical insurance practices. Work with insurers prioritizing fair pricing, responsible claims handling, and corporate ethics.
Agents who build trust through authenticity, not just sales tactics, will retain Gen Z clients for the long haul.
Final thoughts
The future of customer service in commercial insurance is being shaped by Gen Z’s demand for digital-first interactions, real-time service, transparency, and customized solutions.
But technology alone isn’t enough. Gen Z seeks more than just convenience. They value authenticity, inclusivity, and ethical business practices. They want insurance partners who genuinely commit to DEI, social impact, and long-term trust.
This isn’t the first time the industry has faced a generational shift. The agents and brokers who successfully adapted to the expectations of baby boomers, Gen X, and millennials in previous decades were the ones who remained relevant, built trust, and expanded their businesses.
The same principle applies today: Those who evolve with Gen Z’s needs—without abandoning the expertise and relationships that make agents invaluable—will continue to thrive.
By embracing digital transformation, leveraging AI and data analytics, and fostering a customer-centric approach that prioritizes efficiency and values-driven engagement, agents can build lasting, meaningful relationships with this next generation of business leaders.
Agents who modernize their approach while remaining authentic and value-driven won’t just survive this generational shift—they will thrive in it, securing a competitive advantage that will shape the future of insurance for decades to come.
The author
Noelle Codispoti is the head of the Risk & Insurance Education Research Academy, where she is committed to expanding industry education and strengthening the talent pipeline. With a passion for developing emerging talent, she leads initiatives that connect students and young professionals to careers in insurance. Noelle oversees the CISR High School Program, which provides students with a nationally recognized credential, and builds strategic partnerships that bridge education and industry. She also drives content development, including podcasts, articles, and educational resources, to support professional growth and engagement. Noelle studied Risk Management and Actuarial Science at Temple University, where she now serves as an adjunct professor. A recognized leader in insurance education and talent development, she is a past Business Insurance Women to Watch honoree.
