Importance of funeral insurance recognised by young adults, but remains off-topic

About half of young people, Generation Z, consider funeral insurance important, but only a quarter see arranging a funeral as their own responsibility. Older generations think differently and regard this much more as a personal responsibility. The topic is also rarely discussed among young people: nearly half say they never talk about their own funeral wishes with friends or family, while only 9% say it comes up regularly. Of the young people who do not consider funeral insurance important, more than a quarter say they prefer not to dwell too much on death.

a.s.r. observes that the majority of people with funeral insurance are older: the average age is 66. Young adults (aged 18 to 35) are much less likely to have funeral insurance. One possible reason is that it has become less common for children to be insured under their parents’ policy than in the past. Among children who were co-insured on their parents’ policy up to the age of 21, a.s.r. notes that in 2024, the vast majority did not take out their own policy after the child cover expired. Only a very small group did so.

Guido Horst, director of funeral services at a.s.r., says: ‘Although many Dutch people make proper arrangements for their funeral and recognise the value of funeral insurance, it remains a point of attention among younger generations. Whereas in the past the entire family was insured, we now more often see crowdfunding campaigns for the funerals of young people. This highlights the importance of having insurance and of having the conversation around the kitchen table. Parents can play a key role in this. For a.s.r., this is a relevant signal that calls for a different approach and communication, so that the product better aligns with their behaviour and needs, and becomes more topical.’