India's insurance industry is seeing a Gen Z takeover, but there's a twist
A report says Gen Z advisors are selling more insurance policies than older peers. Experienced advisors still dominate higher-value life cover and long-term protection sales.
For decades, the face of insurance in India was the middle-aged advisor who knew every family in the neighbourhood and sold policies through personal relationships.
Now, Gen Z is beginning to rewrite that story. A new report by Probus has found that younger advisors are selling significantly more insurance policies than their older peers. However, when it comes to helping customers buy higher-value life insurance and long-term protection products, experienced advisors continue to lead the way.
The findings point to a changing insurance landscape where digital-first, younger advisors are expanding insurance access at scale, while seasoned professionals continue to handle more complex financial planning conversations.
GEN Z IS SELLING MORE POLICIES
According to the report, newly onboarded Point of Sales Persons (PoSPs) below the age of 30 sold nearly 68% more policies per advisor than those aged 30 and above during FY26.
They also made up 41% of all new advisors joining the Probus platform, underlining the growing role of digitally savvy youngsters in India's insurance distribution network.
During the year, these young advisors issued 1.95 lakh policies out of the nearly 23 lakh policies sold by Probus.
Their business was largely driven by retail insurance products. Motor insurance accounted for 78% of the policies they sold, followed by life insurance (15%) and SME insurance (4%). Overall, Gen Z advisors sold 18.3% more policies than their older peers, helping insurers reach more first-time customers.
BUT EXPERIENCE STILL WINS BIG TICKETS
While younger advisors excelled in policy volumes, the report found that experienced advisors generated far greater business value.
Advisors aged 30 and above accounted for nearly 64% of the total premium collected, reflecting stronger participation in higher-value insurance products.
They also recorded 270% higher life insurance premium volumes than younger advisors, highlighting their strength in products that require detailed financial discussions and long-term planning.
Their portfolio was also more diversified, with motor insurance contributing 53%, life insurance 31%, and SME commercial insurance 10% of the policies they sold.
A DIGITAL-FIRST SHIFT
The report suggests that technology is reshaping how insurance is sold in India.
Younger advisors, who are generally more comfortable with digital tools and online customer acquisition, are helping insurers expand their reach and sell standardised retail products quickly.
Experienced advisors, meanwhile, continue to play a crucial role in guiding customers through more complex decisions such as life insurance, family protection and business insurance, where trust and personalised advice remain important.
Commenting on the findings, Rakesh Goyal, Director at Probus, said insurance continues to be built on trust even as technology transforms distribution.
"While our younger advisors are bringing digital-first thinking, speed and entrepreneurial energy to the profession, experienced advisors continue to build confidence through deeper financial conversations and long-term customer relationships. Together, they represent a complementary workforce that is making insurance more accessible, relevant and inclusive across the country," he said.
He added that it is encouraging to see insurance emerging as a preferred career choice for younger Indians.
"As technology continues to transform distribution, the future of the industry will lie in empowering advisors with the right digital tools while strengthening the human connections that remain at the heart of every insurance decision," Goyal said.
Rather than replacing experienced advisors, the report indicates that Gen Z is complementing them.
Young advisors are helping the industry reach more customers and increase insurance penetration through technology and faster policy sales, while experienced professionals continue to drive deeper protection conversations and higher-value insurance purchases.
Together, the two groups are shaping a new distribution model—one that combines digital convenience with trusted financial advice to expand insurance coverage across India.
For decades, the face of insurance in India was the middle-aged advisor who knew every family in the neighbourhood and sold policies through personal relationships.
Now, Gen Z is beginning to rewrite that story. A new report by Probus has found that younger advisors are selling significantly more insurance policies than their older peers. However, when it comes to helping customers buy higher-value life insurance and long-term protection products, experienced advisors continue to lead the way.
The findings point to a changing insurance landscape where digital-first, younger advisors are expanding insurance access at scale, while seasoned professionals continue to handle more complex financial planning conversations.
GEN Z IS SELLING MORE POLICIES
According to the report, newly onboarded Point of Sales Persons (PoSPs) below the age of 30 sold nearly 68% more policies per advisor than those aged 30 and above during FY26.
They also made up 41% of all new advisors joining the Probus platform, underlining the growing role of digitally savvy youngsters in India's insurance distribution network.
During the year, these young advisors issued 1.95 lakh policies out of the nearly 23 lakh policies sold by Probus.
Their business was largely driven by retail insurance products. Motor insurance accounted for 78% of the policies they sold, followed by life insurance (15%) and SME insurance (4%). Overall, Gen Z advisors sold 18.3% more policies than their older peers, helping insurers reach more first-time customers.
BUT EXPERIENCE STILL WINS BIG TICKETS
While younger advisors excelled in policy volumes, the report found that experienced advisors generated far greater business value.
Advisors aged 30 and above accounted for nearly 64% of the total premium collected, reflecting stronger participation in higher-value insurance products.
They also recorded 270% higher life insurance premium volumes than younger advisors, highlighting their strength in products that require detailed financial discussions and long-term planning.
Their portfolio was also more diversified, with motor insurance contributing 53%, life insurance 31%, and SME commercial insurance 10% of the policies they sold.
A DIGITAL-FIRST SHIFT
The report suggests that technology is reshaping how insurance is sold in India.
Younger advisors, who are generally more comfortable with digital tools and online customer acquisition, are helping insurers expand their reach and sell standardised retail products quickly.
Experienced advisors, meanwhile, continue to play a crucial role in guiding customers through more complex decisions such as life insurance, family protection and business insurance, where trust and personalised advice remain important.
Commenting on the findings, Rakesh Goyal, Director at Probus, said insurance continues to be built on trust even as technology transforms distribution.
"While our younger advisors are bringing digital-first thinking, speed and entrepreneurial energy to the profession, experienced advisors continue to build confidence through deeper financial conversations and long-term customer relationships. Together, they represent a complementary workforce that is making insurance more accessible, relevant and inclusive across the country," he said.
He added that it is encouraging to see insurance emerging as a preferred career choice for younger Indians.
"As technology continues to transform distribution, the future of the industry will lie in empowering advisors with the right digital tools while strengthening the human connections that remain at the heart of every insurance decision," Goyal said.
Rather than replacing experienced advisors, the report indicates that Gen Z is complementing them.
Young advisors are helping the industry reach more customers and increase insurance penetration through technology and faster policy sales, while experienced professionals continue to drive deeper protection conversations and higher-value insurance purchases.
Together, the two groups are shaping a new distribution model—one that combines digital convenience with trusted financial advice to expand insurance coverage across India.
