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News
Gen Z and Millennials are souring on their health insurers, with trust dropping 10.5% since 2023, according to a new Accenture survey. Only 46% of younger members trust their health plans, and the fallout could hit payers hard — to the tune of $3 billion in lost member lifetime value over the next decade. Insurers that fail to act risk losing an entire generation of members.
Gen Z and Millennials are losing confidence in their health insurers at an alarming rate. A new Accenture survey of 1,200 consumers found that trust among younger health plan members has dropped 10.5% between 2023 and 2026, with only 46% now saying they trust their payer. When members don't trust their insurer, they disengage — and increasingly, they're turning elsewhere for guidance.
That "elsewhere" is often AI. A striking 62% of younger respondents said they've used AI tools to help choose a health plan. But here's the catch: trust in the insurer is a prerequisite for embracing AI-powered services. Among younger members who do trust their insurer, 69% are comfortable with AI-powered plan services — compared to just 16% among those who don't.
By the Numbers:
Why it matters: Payers that fail to rebuild trust with younger generations risk losing not just members, but their relevance in the future healthcare landscape. Accenture recommends insurers focus on transparent pricing, personalized guidance, and treating long-term trust as a measurable business asset.
