Baloise offers a wide range of modern insurance and pension solutions tailored to the needs of the various customer segments. For young adults up to 30 years, Baloise has introduced the younGo tariff, customized to the preferences and expectations of Generation Z. Despite the attractive price-performance ratio, the younGo policies have not reached the expected level within the target group. This discrepancy requires an analysis of Generation Z's motives for choosing insurance. The aim is to derive recommendations for action.

To gain a deeper understanding of these motives, a combination of comprehensive literature research and qualitative methods was used. Nine customers recently taking out younGo household insurance were interviewed in a semi-structured format, providing detailed insights into young adults' decision-making processes and preferences. The interviews were coded and then thematically analyzed to identify patterns and themes that reveal Generation Z's deeper motives and behaviors when choosing insurance.

The analysis of the interviews clearly shows that it is primarily price awareness and the desire for straightforward and uncomplicated insurance processes that define Generation Z's decision-making process. Personal recommendations from family and friends, as well as customer reviews and labels, also play an essential role in insurance choice. With its attractively priced and simple younGo offering, Baloise already fulfills the crucial needs of Generation Z today. Nevertheless, the challenge remains that younGo is not sufficiently renowned. Targeted recommendations for action were made in this thesis to increase awareness of younGo.