How can you get started? Learn about some of the available resources at investprogram. org and take the next steps to get involved. •
Compounding all of this, there are fewer of them. Gen Z is the only generation that doesn’ t have a larger population than their preceding age group.
There are absolutely leaders to be found in Gen Z, but the approach to developing them is different than what we’ ve seen previously.
WHAT CAN THE INDUSTRY DO?
First, the insurance industry must consider how to cultivate more Millennial and Gen Z leadership. Those approaches will likely need to include the values that these professionals see as redeeming for their careers AND personal lives, including:
• Connecting their daily tasks to a broader mission
• Providing more transparent career pathways
• Encouraging autonomy through projects that give them ownership on results
• Offering real-time, two-way feedback that makes them feel heard
To expand the pool of potential leaders, the industry needs to expand the overall talent pool in our industry.
With a greater depth of professionals, we will be able to identify those in Gen Z that do want to lead and prepare those in Gen Alpha( born in 2013 or later) with more informed opinions about insurance careers.
We talked with Whitnee Dillard and Johanna Holling of the Big I’ s National Invest Program – a platform to provide free insurance curriculum, scholarships, career connections, and more – about what they’ re seeing.
“ The insurance industry has an awareness challenge, not an opportunity challenge,” says Dillard, Invest’ s Executive Director.“ Many students have no idea how broad, innovative and people-driven this industry really is until someone takes the time to introduce them to it. We have seen firsthand that when students are exposed to insurance through real conversations, classroom experiences, and meaningful interactions with insurance professionals, their perception shifts quickly. Our future workforce is surrounding us already. We simply have to do a better job of making our industry more visible, relatable and accessible to the next generation. A great way to get started is through the National Invest Program.”
So, how can independent agents find this layer of talent and let them know about the many amazing aspects of our industry?
“ The next generation of talent is in your backyardyou just need to know where to look,” adds Holling, Invest’ s Volunteer Relations Program Manager.“ When we pair up local insurance professionals with high schools in their own communities, those professionals have stories they can share and relate to the students. Authentic and genuine interactions can be an eye opener for students. Students can’ t pursue what they don’ t know exists. It starts local.”
WHAT CAN YOU DO?
If you want to be more actively involved in perpetuating our industry’ s leaders, consider paths that include:
• Mentorship at your agency or in the industry
• Internship programs at your agency or company
• Involvement with college students considering careers
• Education of high school students on the merits of our industry
How can you get started? Learn about some of the available resources at investprogram. org and take the next steps to get involved. •
Daniel Smith is the CMO and co-founder of Market Retrievers, a boutique marketing agency focused on supporting clients ' marketing needs in the insurance industry. He is a licensed P & C agent and industry speaker, and has been in insurance for over 19 years.
JULY / AUGUST 2026
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