Gen Z Puts Premium on Culture and Flexibility in Jobs at Insurance Agencies, Says New PIA Report

Winning@Work Highlights Top Ways to Hire and Motivate Next Generation Leaders

WASHINGTON D.C., March 31, 2025 – Positive cultures and more flexibility are key for insurance agencies to attract and motivate Gen Z employees, says a new report from the National Association of Professional Insurance Agents (PIA). The study, Winning@Work, is based on interviews with Gen Z employees, and was developed by PIA’s Young Agents Committee in partnership with The PIA Partnership, the organization’s carrier council.

Gen Zs, born between 1997 and 2012, say culture can be the reason they stay at an agency or look for another job, according to PIA’s interviews. They want agency cultures that enable them to perform meaningful work and offer opportunities to give back. Flexibility is also paramount, and it’s not limited to work-at-home arrangements. Gen Zs say they’re also motivated by flexibility in job approaches and responsibilities, dress codes, office environment, and goals and objectives, the report explains.

In addition to interviews with Gen Zs, Winning@Work provides tactics for agency owners, including ways to approach their mission, vision and values, how to build more flexibility into agency roles, and technologies that enhance work environments in ways to attract and motivate next generation employees.

Several other areas important to Gen Z employees highlighted in the report include:

· Unconventional organizational charts provide a win-win. Gen Zs say they love their jobs when they’re challenged and appreciate not being limited by history and structure. Some shared the benefits of unconventional org charts in which they work in roles that didn’t exist before, have unique sales compensation approaches, and take on new responsibilities that play to their skills.

·Anywhere, anytime drives mentor relationships. In today’s world of shorter and faster, mentoring is no different. Interviewees described a phenomenon we’re calling mentors of the moment in which they turn to advisors—both inside and outside the agency—who are present at the right place and right time to provide counsel and support on specific issues and problems. 

·The growth talk matters. Growth and professional development are critical to Gen Z, but many agencies, especially small and mid-sized companies, avoid the subject because they don’t have clear answers and defined career paths. Interviewees explain that they’re looking for opportunities to grow in any form, including stretch assignments, and ways to expand their insurance knowledge. They want to talk about career development with their managers frequently, according to the report.

“We had great discussions with young producers and customer service representatives. It was valuable to hear them talk about the importance of the agency’s culture and flexibility. It’s clear that there’s no one size fits all, but the foundation matters and much of it is connected. We found that agencies with great, positive cultures, are likely more flexible. Those same agencies typically provide opportunities for growth and professional development,” said Vonda Copeland, of Copeland Insurance Agency and chair of PIA’s Young Agents Committee. “All agencies are looking to grow the next generation of agency leaders which was one of our main drivers in developing Winning@Work.”

“There is a talent shortage in the insurance industry. Employees retire and there’s not enough new talent to fill the roles,” said Mike Skiados, CEO of PIA. “Agencies must act quickly to attract and retain Gen Z employees so they’re ready to grow into key positions. The findings from these interviews are designed to give them insight into Gen Z.”

Founded in 1931, PIA is a national trade association that represents member insurance agents and their employees who sell and service all kinds of insurance, but specialize in coverage of automobiles, homes and businesses. PIA’s web address is http://www.pianational.org.

NOTE TO MEDIA: Access the full report here