Motives of Generation Z When Choosing Insurance: An Analysis With Baloise Switzerland’s YounGo Target Group as an Example

Abstract

Baloise offers a wide range of modern insurance and pension solutions tailored to the needs of the various customer segments. For young adults up to 30 years, Baloise has introduced the younGo tariff, customized to the preferences and expectations of Generation Z. Despite the attractive price-performance ratio, the younGo policies have not reached the expected level within the target group. This discrepancy requires an analysis of Generation Z's motives for choosing insurance. The aim is to derive recommendations for action.