Study: Generation Z prefers insuring gadgets and cars over health or pensions

Update

Gen Z puts smartphone and bicycle insurance before health, shows a Cult Research study

An InZights by Cult Research study, conducted for Life is Hard (LIH), highlights that Romanian youths aged 16 to 23 prioritize the insurance of material goods and mobility, leaving behind health protection and pension preparation. According to the results, presented at Technology Insurance Days 2026, 45% of respondents would insure their phone, laptop, and data, 37% choose scooters, bicycles, or car-sharing vehicles, and only 27% opt for health insurance through flexible medical subscriptions. ^[2]

Other categories of interest include protection for work incapacity (17%) and reimbursement for a missed festival or trip (16%). After the age of 22, the risk profile changes: mobility becomes priority No. 1 (42%), followed by health (30%) and protecting income from freelancing (15%). The data also reveal a pragmatic approach to savings: 68% of young people save, but funds are allocated 'for rainy days' (54%) or travel (51%). Only 10% consider a private pension or life insurance to be a priority. ^[2]

Preferences for interacting with insurers suggest a mixed model. Although 33% of young people desire a 100% digital process, and 29% prefer classic consultation, a significant segment of 23% chooses a hybrid model (compare online, validate with a real person via chat). Another specific option is including insurance directly in the festival or vacation ticket (11%). It is interesting to note that although 67% want to start the process online, 52% request the presence of a real agent during information gathering. The agent/broker is the main choice for 16-18 year olds (41%), while at ages 22-23, the app wins (39% vs. 22% for the agent). ^[2]

Update

Study: Generation Z prioritizes gadget and mobility insurance, not health or pensions

A study conducted by Cult Research for Life is Hard (LIH), presented at Technology Insurance Days 2026, reveals that 95% of Romanian Gen Z youths (aged 16-23) would pay for protection against risks related to broken screens, stolen bicycles, or missed festivals. ^[3]

Concrete insurance preferences highlight an hierarchy of material risks: 45% of respondents opt for protection of their phone, laptop, and data, followed by personal transportation or car-sharing means (37%). Only 27% focus on health through flexible medical subscriptions, 17% on work incapacity, and 16% on reimbursement for cancelled events. After the age of 22, the risk profile changes: mobility becomes priority No. 1 (42%), followed by health (30%) and protecting income from freelancing (15%). ^[3]

The pragmatic approach to savings reveals that although 68% of young people save, funds are predominantly allocated for unforeseen situations ('for rainy days' - 54%) or for travel (51%). Only 10% view a private pension or life insurance as a financial priority. ^[3]

Preferences for interacting with insurers suggest a mixed model: 33% desire a 100% digital process, 29% prefer classic consultation, 23% a hybrid model (compare online, validate with a real agent), and 11% want insurance included directly in the festival or vacation ticket. The data indicate a hybrid desire for the information process: 67% want to start online, but 52% request the presence of a real agent. The agent or broker remains the most appreciated option for the 16-18 age group (41%), while at ages 22-23, the app wins (39% vs. 22% for the agent). ^[3]

The InZights by Cult Research study was conducted on a sample of 401 youths, aged between 16 and 23, nationally, during the period of October 10-12, 2026, with a margin of error of +/-4.8% at a confidence level of 95%. ^[3]

Update

Study: Generation Z prefers gadget and mobility insurance, not health or pensions

A Cult Research study, conducted for Life is Hard (LIH) and presented at Technology Insurance Days 2026, reveals that 95% of Romanian Gen Z youths (aged 16-23) would pay for protection against risks related to broken screens, stolen bicycles, or missed festivals. ^[4]

After the age of 22, the generation's risk profile changes: mobility becomes priority No. 1 (42%), followed by health (30%) and protecting income from freelancing (15%). “The data do not describe a generation that avoids risk, but one that manages it segmented and to the extent that it speaks about their lives and interests: communication, mobility, health. For Gen Z, the ideal insurance product is a flexible, short-term micro-insurance purchased from an app, but with a person involved in the process,” says Raul Aștefanei, Vice President responsible for tech product development for the insurance industry within Life is Hard (LIH). ^[4]

The pragmatic approach to savings reveals that although 68% of young people save, funds are predominantly allocated for unforeseen situations (“for rainy days” - 54%) or for travel (51%). Only 10% of them consider a private pension or life insurance to be a priority. “The results of the two studies presented at TID – the InZights longitudinal research and the Agile Gen Z Omnibus 2026 – align with what we have observed for over three years in the InZights program: young people save, but hesitate to commit to long-term plans, because financial stability is the aspect of life they are least satisfied with,” mentions Paul Acatrini, Managing Partner Cult Research. ^[4]

Preferences for interacting with insurers suggest a mixed model: 33% desire a 100% digital process, 29% prefer classic consultation, 23% a hybrid model (compare online, validate with a real agent), and 11% want insurance included directly in the festival or vacation ticket. The data indicate a hybrid desire for the information process: 67% want to start online, but 52% request the presence of a real agent. The agent or broker remains the most appreciated option for the 16-18 age group (41%), while at ages 22-23, the app wins (39% vs. 22% for the agent). The InZights by Cult Research study was conducted on a sample of 401 youths, aged between 16 and 23, nationally, during the period of October 10-12, 2026, with a margin of error of +/-4.8% at a confidence level of 95%. ^[4]

Update

Generation Z prioritizes gadget insurance, not health or pensions

Romanian Gen Z youths (aged 16-23) prioritize the insurance of material goods such as phones, laptops, and data (45%), at the expense of health or pension preparation, shows a Cult Research study conducted for Life is Hard (LIH) and presented at Technology Insurance Days 2026. Approximately 95% of respondents would pay for protection against risks related to broken screens, stolen bicycles, or missed festivals. Protection of personal or car-sharing transportation means represents the next category of interest, mentioned by 37% of young people, while only 27% opt for health insurance through flexible medical subscriptions. Other risks that young people would like to cover through insurance are inability to work (17%) and loss of money for a missed festival or trip (16%). ^[5]

After the age of 22, the risk profile changes significantly: mobility becomes priority No. 1 (42%), followed by health (30%) and protecting income obtained from freelancing (15%). “The data do not describe a generation that avoids risk, but one that manages it segmented and to the extent that it speaks about their lives and interests: communication, mobility, health,” affirms Raul Aștefanei, Vice President responsible for tech product development for the insurance industry within Life is Hard. He considers that the suitable insurance product for Generation Z should be flexible, easy to purchase from an application, and at the same time offer access to support from a person. Although 68% of young people say they save, only 10% would consider a private pension or life insurance, according to InZights by Cult Research data. Most prefer to set aside money for unforeseen situations (“for rainy days”), an option mentioned by 54% of respondents, or for travel (51%). Paul Acatrini, Managing Partner Cult Research, mentions that the results are in line with observations made within the InZights research program, conducted for over three years. According to him, young people save but avoid long-term financial commitments, given that financial stability is the aspect of life they are least satisfied with. ^[5]

Regarding the relationship with insurers, young people do not choose exclusively between digital interaction and consultation offered by a person. The study shows that 33% prefer to handle everything through an application, while 29% want to talk directly to a broker or agent. Another 23% choose a hybrid variant: they compare offers online, then talk to a person via chat or WhatsApp. For 11%, the preferred variant is for the insurance to be included directly in the price of a festival ticket, vacation, or purchase. In total, 67% of young people want to start the process in a digital environment, but 52% wish to have contact with a real person along the way. Preferences also differ by age: youths aged 16–18 primarily prefer agent consultation (41%), while in the 22–23 age category, the application becomes the first option (39%), compared to 22% who prefer an agent. The research was conducted on a sample of 401 youths, aged between 16 and 23, nationally, during the period of October 10-12, 2026, with a margin of error of +/-4.8% at a confidence level of 95%. The InZights by Cult Research study was conducted on a sample of 401 youths, aged between 16 and 23, nationally, during the period of October 10-12, 2026, with a margin of error of +/-4.8% at a confidence level of 95%. ^[5]