As thousands of young people across the UK are in the process of life-defining decisions about their futures following A-level results, industries are tackling how to make themselves appealing to the next generation of workers. Many will head towards careers in banking, fintech or the creative industries – all of which are sectors widely perceived as innovative, exciting and aspirational. Yet one of the UK’s oldest and most vital industries – insurance – continues to battle an image problem.
According to the latest Chartered Insurance Institute report, just 4% of young people are considering a career in insurance, compared to 36% in tech and 40% in creative fields. Meanwhile, 61% of insurance professionals themselves admit the industry has an image problem that’s making it harder to attract the next generation. Too often insurance is still viewed as a world of paperwork, jargon and “stuffy” offices. However, this is far from the truth of where the industry is headed.
The insurance industry is evolving rapidly thanks to AI and automation. Traditional admin-heavy roles are being replaced with work that’s far more creative, data-driven and customer-focused. As a sector that serves a hugely diverse population, we need talent that reflects that – in age, background and perspective.
So how can the industry reset its reputation and position itself as a career of choice for the next generation?
The Tech Revolution
While many young people gravitate toward fintech careers in banking, investing or payments, insurance is undergoing its own quiet revolution. Artificial intelligence, automation, big data and machine learning are reshaping the industry from the inside out. The days of repetitive admin tasks that fuelled insurance’s “stuffy” reputation are fading. In their place are careers that are dynamic, digital and innovation-driven.
Today, insurance offers a wealth of exciting opportunities and specialisms for the next generation to explore, including:
● Data science and analytics – using predictive models to assess risk and personalise policies.
● Customer experience design – making insurance simpler and more accessible through apps and digital platforms.
● Cybersecurity and digital risk management – a growing field as businesses and individuals face new forms of online threats.
● Sustainability and climate risk – helping society prepare for and mitigate the impact of extreme weather and environmental change.
For young people who want to combine technology with purpose-driven work, insurance now offers a dynamic career path where they can directly shape the future of financial resilience and protection.
Reframing Insurance for the Next Generation
One of the strongest ways to appeal to new talent is by communicating the real-world impact of insurance. At its core, the industry exists to help people and businesses recover from unexpected shocks, whether it be floods, fires, health challenges or cyberattacks.
Insurance plays a pivotal role in economic stability, ensuring that communities can rebuild and innovate even in the face of disruption. For younger generations, highly motivated by values and social purpose, positioning insurance as a force for resilience, inclusion and fairness can make it a more attractive career choice.
The Diversity Dividend
Another way to attract new talent is to open the workforce to greater experience. To connect with tomorrow’s customers, insurance needs to reflect them. Britain’s population is becoming younger, more diverse, more digitally aware and more socially conscious. Customers want products and services that feel tailored to their lives – whether that’s on demand insurance for gig workers such as Tapoly offers, coverage for start-up founders, or climate-linked products for environmentally conscious consumers.
To deliver this, insurers need to recruit people more aligned with their customer base, people who understand these emerging lifestyles and perspectives. A more diverse workforce in terms of age, gender, ethnicity, socio-economic background and neurodiversity can help the industry innovate faster and better serve its customers.
This is particularly important as trust in financial services remains fragile among younger people. By recruiting talent that mirrors their customer base, insurers can close the gap between product design and consumer needs, creating offerings that feel relevant, fair and human.
Changing the Narrative
If the industry is to compete with tech and creative fields, it must actively change the story it tells about itself. That means:
1. Building visibility – showcasing exciting projects in AI, climate resilience, and cyber protection so students see insurance as forward-thinking.
2. Strengthening outreach – partnering with schools, universities and apprenticeship schemes to highlight career opportunities beyond the “traditional” roles.
3. Creating clear career pathways – offering graduate programmes, mentorships and entry-level positions that allow young people to see how their skills can grow within the sector.
4. Championing role models – highlighting diverse leaders and innovators who can inspire the next generation.
The insurance sector cannot rely on tradition or necessity alone to attract talent. It must actively market itself as a modern, inclusive and impactful career choice.
An Insurance Career = Stability + Innovation
For many young people, the ideal career balances job security with the chance to innovate. Insurance offers both. It is a cornerstone of the global economy – stable, resilient and constantly in demand. At the same time, it is now one of the fastest-evolving financial sectors, reshaped by digital disruption and customer expectations.
This dual appeal of security and creativity makes insurance a powerful option for young professionals who want to build meaningful, future-ready careers.
The insurance sector stands at a crossroads, either remaining burdened by its outdated image or reintroducing itself as the tech-driven, purpose-led and socially vital industry it has become. By highlighting its role in protecting people, embracing diversity and showcasing its technological transformation, insurance can capture the imagination of young people making career decisions.
By winning over the next generation, insurance not only secures its own future but also strengthens its ability to serve society.
About the Author
Janthana Kaenprakhamroy is the CEO of Tapoly, an award-winning insurtech serving SMEs and freelancers. Recognised by Forbes as one of the Top 6 Women Founders to Watch, she has been named Insurance Leader of the Year (Women in Finance Awards 2021), Innovator of the Year (UK FinTech Awards 2023), and one of TechRound’s Top 50 Women in Tech (2025).
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