Young Romanians from Generation Z (aged 16–23) prioritize the insurance of physical assets, such as smartphones, laptops, and data, over health protection or preparation for private pensions, according to a study by Cult Research conducted for Life is Hard (LIH) and presented at Technology Insurance Days 2026. Approximately 95% of respondents stated they would pay to protect against risks related to broken screens, stolen bicycles, or canceled festivals. Protection for personal or car-sharing transport means is the next category of interest, mentioned by 37% of young people, while only 27% opt for health insurance through flexible medical subscriptions. Other risks young people want to cover through insurance include the inability to work (17%) and losing money for a canceled festival or trip (16%). [1]
After the age of 22, the risk profile changes significantly: mobility becomes the number one priority (42%), followed by health (30%) and protecting income from freelancing (15%). While 68% of young people say they save, only 10% would consider a private pension or life insurance, preferring to put money aside for unforeseen situations ('for rainy days', mentioned by 54% of respondents) or for travel (51%). Raul Aștefanei, vice president responsible for tech product development for the insurance industry within Life is Hard, argues that data does not describe a generation that avoids risk, but one that manages it in segments, speaking to their lives and interests. The ideal insurance product for Gen Z should be flexible, easy to buy from an app, yet offer access to human support. [1]
Regarding the relationship with insurers, young people do not choose exclusively between digital interaction and advice from a person. The study shows that 33% prefer to solve everything through an app, while 29% want to speak directly with a broker or agent. Another 23% choose a hybrid model: comparing offers online, then discussing with a real person via chat or WhatsApp. For 11%, the preferred option is having insurance included directly in the price of a festival ticket, holiday, or purchase. In total, 67% of young people want to start the process digitally, but 52% wish to have contact with a real person during the process. Preferences differ by age: young people aged 16–18 primarily prefer agent advice (41%), while in the 22–23 age group, the app is the first choice (39%), compared to 22% who prefer an agent. [1]
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