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Digitally fluent, financially aware, and protection-first—Gen Zs in South India are setting the pace for India’s next generation of financial planners. As seen in a recent research study by Tata AIA Life Insurance and NielsenIQ, titled 'New Age Habits, Traditional Values: Gen Z's Approach to Financial Planning', working members of Generation Z (21–29 years) of the South Zone have proven to be the most financially ready and protection-minded in the nation.
These young earners not only make long-term plans for retirement and financial freedom but are also showing a strong inclination towards insurance-based financial products, thus becoming one of the most future-oriented consumer segments in modern society. 54% of Southern Generation Zs consider getting sufficient retirement savings through life insurance to be a top long-term financial priority, the highest rate in the nation,22% have already bought savings plans, and 21% have bought health insurance plans — both of which top all four regions polled, 49% would pay over ₹2,000 per month for life insurance — reflecting high value perception and buying intent,78% of South Gen Zs intentionally budget for inflation in their financial planning — the highest of all zones — showing high economic pragmatism and foresight.28% of people prefer to buy term insurance, and thus pure protection policies are gaining huge momentum,26% also intend to invest in savings-focused life insurance products, further pursuing long-term wealth creation.61% are drawn to life insurance policies with low premiums with full coverage,22% view tax-saving benefits as an important buying factor,37% appreciate a simple and easy claims process, emphasizing the significance of service experience in financial decision-making.
"South India's Gen Zs are creating a financial map of their journey with protection at its centre. Their consumption behaviour indicates a shift in attitude — from spending to securing, from reacting to planning. Their holistic approach allows them to plan for a secure and independent future. At Tata AIA, we are dedicated to facilitating this change through products that are crafted to address their needs," said Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance.
South Indian Gen Z are not merely aware of financial risks; they are also actively minimizing such risks by planning, insuring, and saving prudently. Their future-oriented decisions make them a special generation with aspirations for financial independence, security, and long-term worth, thereby a high-value segment in India's evolving insurance and investment landscape.
Tata AIA commissioned NielsenIQ to conduct this study across eight major cities (Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Pune, Jaipur, and Patna), surveying working Gen Z individuals aged 21-29. The sample included an equal split between metro and non-metro regions, with 50% male and 50% female respondents and an average age of 25.