The Project

This report was designed to explore how Gen Z is approaching financial stability—and what role insurance plays (or doesn’t play) in that journey. Using a mixed methods approach that combined survey data with in-depth interviews, we set out to understand not just what Gen Z is doing financially, but why. The goal was to give insurance leaders deeper insight into the values, behaviors, and expectations shaping this generation—and to identify tangible ways insurers can better meet their needs, both today and in the future.

My role

As the project lead, I...

• Designed and led the research, using a mixed methods approach that included a nationally representative survey and 12 in-depth qualitative interviews

• Developed and managed the project plan, from kickoff to final deliverables

• Conducted secondary research to contextualize findings within broader economic, cultural, and generational trends

• Personally interviewed all qualitative participants, uncovering rich, first-person narratives

• Partnered with a strategist to synthesize insights and develop archetypes that reflect key Gen Z mindsets

• Collaborated with a design team to shape the creative direction, structure, and visual storytelling of the report

• Wrote and edited the full 32-page report, translating raw research into a compelling, actionable narrative for the insurance industry