---
title: Turn Lack of Trust into an Opportunity
description: Turn Lack of Trust into an Opportunity
image: https://brokerlift.com/hubfs/BrokerLift_2023/Images/Trust.jpg
---

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# Turn Lack of Trust into an Opportunity

 by [Thomas](https://brokerlift.com/blog/author/thomas) | Jun 2, 2016 | [eCommerce](https://brokerlift.com/blog/tag/ecommerce), [Customer-centricity](https://brokerlift.com/blog/tag/customer-centricity)

![](https://brokerlift.com/hubfs/BrokerLift_2023/Images/Trust.jpg)

#### Turn Lack of Trust into an Opportunity

Insurance companies and Brokers tend not to want to talk about Millenials; even as their average customer age continues to rise. In a typical conversation with an insurance professional you might hear: “Millenials don’t have money, they live at home with their parents and don’t buy cars, they can’t hold down a job…” Of course none of this is true, in fact in less then 2 years they’ll have more spending power then any other age group and their lives *do *require insurance – just maybe not auto insurance.

Insurance Brokers have a unique opportunity to win with this segment. They inherently distrust the Broker’s largest competitor. [Survey](http://triblive.com/business/headlines/6800082-74/financial-firms-millennials#axzz3IhdzcV3a) after [survey](http://www.nationaljournal.com/next-economy/solutions-bank/millennials-really-don-t-like-big-banks-that-s-going-to-disrupt-the-financial-services-world-20141003) shows that Millennials do not trust large financial services companies, and the bigger they are the less they like them. In a [three-year survey](http://www.millennialdisruptionindex.com/) of Millennials conducted by Scratch/Viacom, 71% said they’d rather go to the dentist than listen to anything a banker had to say.

Insurance Brokers have the opportunity to build a relationship with this segment, in a non threatening manner. Play the long game, focus on insuring what’s important to them – not what’s important to you. Offer choice and flexibility – provide the ability to research a variety of product and buy it online. Connect with them as they dictate – email, phone, or even text them a quote if that’s what they like.

Bottom line, avoiding Millennials is a shortsighted strategy and is setting your Brokerage up for failure. As innovation consultant [Pete Maulik](http://www.fahrenheit-212.com/team/pete-maulik/) has said, “It’s time to switch from *here they come* to *this is how we’re going to win*.”

[https://hbr.org/2015/10/three-ways-big-companies-are-connecting-with-younger-consumers](https://hbr.org/2015/10/three-ways-big-companies-are-connecting-with-younger-consumers)

#### Read More Articles

[IBAC Tech Trek Podcast](https://brokerlift.com/blog/ibac-tech-trek-podcast) [5 STAR Insurance Technology Provider](https://brokerlift.com/blog/5-star-insurance-technology-provider) [BrokerLift joins Guidewire Vanguard Program](https://brokerlift.com/blog/brokerlift-joins-guidewire-vanguard-program) [Our shelves are stocked and we’re ready to serve.](https://brokerlift.com/blog/our-shelves-are-stocked-and-were-ready-to-serve) [100 Years of Insurance](https://brokerlift.com/blog/100-years-of-insurance) [Want More Auto Customers? Get Any Customer First.](https://brokerlift.com/blog/hello-world) [Trust Me, Buy Now.](https://brokerlift.com/blog/trust-me-buy-now) [InsureMyTesla](https://brokerlift.com/blog/insuremytesla) [6 Great Notions: Frankly for Any Demographic](https://brokerlift.com/blog/6-great-notions-frankly-for-any-demographic) [Professional Programs are perfect eCommerce candidates.](https://brokerlift.com/blog/professional-programs-are-perfect-ecommerce-candidates)

#### Tags

[Insurance](https://brokerlift.com/blog/tag/insurance) [Broker](https://brokerlift.com/blog/tag/broker) [eCommerce](https://brokerlift.com/blog/tag/ecommerce) [Customer-centricity](https://brokerlift.com/blog/tag/customer-centricity) [Innovation](https://brokerlift.com/blog/tag/innovation) [Customer](https://brokerlift.com/blog/tag/customer) [News](https://brokerlift.com/blog/tag/news) [Podcast](https://brokerlift.com/blog/tag/podcast) [Relationships](https://brokerlift.com/blog/tag/relationships) [Uncategorised](https://brokerlift.com/blog/tag/uncategorised) [Teamwork](https://brokerlift.com/blog/tag/teamwork)

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