In the US, there are nearly 50 million Gen Z adults.

Loop them in with Millennials, and this next generation of clients is quickly becoming the largest share of today’s workforce.

And while Gen Z isn’t necessarily prioritizing retirement planning, one area of financial planning has caught their attention, and it’s an opportunity for advisors: life insurance. According to LIMRA and Life Happens, 73% of Gen Z adults believe they should have life insurance, but only 42% actually do.