Interest in insurance careers among UK university students has dropped to new lows, with recent survey data pointing to the industry’s reputation and its environmental record as major barriers to recruitment.
A March 2025 survey by SOS-UK, commissioned for the Insure Tomorrow campaign, found that 65% of nearly 1,000 student respondents were “unlikely” or “very unlikely” to consider a career in the insurance sector. Only 8% indicated they would likely pursue a role in the field—a decrease from 14% reported in a similar 2022 survey by Aviva.
Students described the industry in overwhelmingly negative terms. Common descriptors included “boring,” “dull,” and “soul-destroying.” Several respondents raised concerns about ethical practices in the sector, with some calling it “lucrative but unethical.” One participant, who claimed to have industry experience, said the companies were “brutal and money-hungry” and called for government regulation.
The survey also identified environmental considerations as a major influence on career decisions. Among those still open to working in insurance, 64% said they would avoid firms that have not committed to reducing fossil fuel underwriting. Three out of four respondents said insurers should focus on projects that benefit the environment, while 68% expressed opposition to the industry’s support for environmentally harmful activities.
The findings come at a time when insurers are competing for talent in a tight labour market. With vacancies in the sector remaining difficult to fill, recruitment challenges may persist unless firms change how they are perceived by younger jobseekers.
According to a March 2024 report from Davies, 63% of UK financial services firms admit they must improve efforts to attract younger people. Key barriers include salary expectations, flexible working demands, and the need for clear career progression. Additionally, 63% of senior managers worry about the lack of digital skills among potential hires.
To combat this perception crisis, some companies are taking proactive measures, such as the introduction of apprenticeship programs, career roadmaps, and candidate trial days to help new entrants better understand and connect with the industry.
Crescens George, CEO of Wiser Academy, also champions outreach programs targeting schools and parents to educate them about rewarding and meaningful careers in insurance. George suggests during an interview on Insurance Business TV that development programs and emotional intelligence training could bridge generational gaps.
In a statement, the Insure Tomorrow campaign noted that students are making career decisions based on more than financial compensation. The group said that unless insurance providers revise their public stance on climate issues and business ethics, the sector could lose access to upcoming talent.
Should insurers adjust their approach to attract new talent, or is the sector’s reputation too difficult to repair? Share your views in the comments.
