As insurance agents, we know that when our customers hear the phrase “life insurance,” they usually think about one thing: death.

For the average American, the purchase of a life insurance policy is viewed solely as a protective measure, a means of providing financial security for the loved ones we leave behind.

What many don’t understand is that life insurance is also a strategic investment that offers financial advantages to policyholders while they’re alive.

Many younger Americans, namely millennials and Gen Z, stand to significantly benefit from obtaining a life insurance policy if purchased sooner rather than later.

While targeting this demographic has historically presented challenges for our industry, advances in insurance technologies create new opportunities to break through to these younger populations this year.

But what messages should we be sharing with this untapped demographic?

Obstacles to a Younger, Viable Customer Base

There are several reasons why insurers have struggled to sell life insurance policies to younger people over the years.

For starters, the way we have traditionally connected with potential life insurance policyholders tends to exclude the vast majority of younger Americans.

For example, by primarily focusing on mortgage holders, we fail to promote our services to the millions of younger Americans who don’t yet — or may choose to never — own a home.

Second, insurance companies have never developed a practical communication strategy for engaging young people.

While younger Americans may express interest in acquiring a life insurance policy, our primary method of reaching prospective clients has been through referrals from friends and family.

If, for example, millennials aren’t discussing their preferred life insurance company over dinner and drinks