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The 2022 Time Machine report provides insurance professionals across lines of business with insights direct from Gen Alpha and Gen z. Gen Alpha – Today’s teenagers will be turning into customers and colleagues over the next 5 years and Gen Z are now moving onto new life stages including starting families of their own.

How they perceive the world of insurance will directly impact every aspect of the industry.

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This report is the result of 100 teenagers for a diverse range of backgrounds coming together in August 2022 and completing 3200 hours of work; experiencing the world of insurance first hand, and most importantly, building their ideas for the future of insurance. 

This is your Time Machine.  With this report you can see what is coming in the next 5 years. 

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The 106 page report contains 35 Claims ideas, Transformation Priorities for claims teams as well as trends, and a dataset of 750 ideas create from a dataset of over 5000 datapoints and 100+ customer interviews with Gen Z.


– How to engage with Gen Z and Gen Alpha.

– The key trends for Insurers to success with Gen Alpha.

– The Whitespace for new risk bearing products.

– The transformation priorities for insurers to address now.

– How to bring diverse and inclusive talent into the industry.


Executive Summary by Startup Sherpas

Who is Generation Alpha?  

Why Should I care?

How does this report help?

Insurance Industry Views

Industry View from Hélène Stanaway (SENSE Consortium, Ex Axa XL)

Indsutry view from Paul Welsh (Aviva)

Trend for new risk bearing products

New Digital & Metaverse Products

A new take on Life



Transformation priorities

Marketing to Gen Alpha – The Ultimate Blueprint.

Claims & Operations.

Comparison of insurance policies.  

How the Squad Work: The Future of Work

41 tools invented for remote innovation

The power of ‘SquadSourcing’

Diversity & Inclusion as standard

Innovation as a tool for career exploration

Insurance ideas straight from the future

Top 10 Ideas from the Squad

Our Pick of the best ideas

Spotlight on Talent

Atrracting Talent to Insurance

The Talent Blueprint

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This Report is for the whole Insurance Industry

The impact of Generation Alpha on insurance is going to be felt across every part of the insurance ecosystem.  The 100 teenagers that took part in this Time Machine report have provided a deep, rich dataset and the insights, trends and blueprints drawn from this are actionable, high impact and worth prioritising. 

For Insurers

This is a must-read report for primary carriers.  The transformation priorities are critical for all primary carriers and the insurance ideas span most policy areas including Life policies, Home policies, Cyber policies and even have an impact on speciality lines. 

The talent blueprint provides an actionable way to solve the industry wide talent issues.

For Brokers

Brokers will want to read this report because Generation Alpha presents and opportunity for brokers to redesign how insurance is sold.  Additionally the talent war is as relevant to the brokers as it it across the other parts of the insurance industry, and so the Talent Blueprint provides an actionable way to solve one of the industry’s biggest challenges.  

Additionally, the Marketing Blueprint is useful to everyone involved in distribution and sales of policies. 

For ReInsurers

Reinsurers need to read the report because it provides a long-term  view of the whitespace of new risks emerging. The talent blueprint will also be fascinating reading for Reinsurers.  

For Personal Lines carriers

Like our sponsors Aviva, personal lines carriers will see the immediate relevance to their business.  Both carriers in the UK and globally will find the report a goldmine of opportunity to use in aligning, developing and supporting their roadmaps and priorities over the next 5 years.

For Commercial Lines carriers

While not obvious in it’s relevance to commercial lines carriers, a number of the ideas are directly ideas for commercial lines carriers.  More importantly, the breadth of the report together with the focus on diversity and inclusion in talent are important reasons for commercial lines carriers to read the report.

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Who Should Read This Report

Insurance Innovation Teams

Innovation teams across the insurance industry will want to read this report because it contains a goldmine of unique, well developed ideas that can be used to validate, expand and inspire your work against future customers.  

Claims Teams

Claims is a huge focus of the report, with some truly fascinating ideas specifically focused on claims.  

Claims is one of the 3 transformation priorities the report calls out.  

The content of the report will provide strong supporting evidence for claims innovations underway or planned.  

Marketing Teams

Marketing teams will want to read the report not only for the amazing ideas that these teenagers have created.  But most importantly for the Marketing Blueprint they generated for the insurance industry. 

Actuarial Teams

Actuarial teams will benefit from exploring the new risk bearing ideas the teenagers have developed and we hope actuaries and risk professionals will be inspired by the way these teenagers have taken to development of risk bearing products with enthusiasm. 

Customer & Insights teams

Customer insights teams will likely want to buy the report together with the dataset of all ideas generated (A goldmine of 740 ideas). 

Transformation Teams

There are 3 transformation priorities that we call out in the report, and the report should not only provide inspiration for transformation teams, but it should provide critical evidence for the need for change.  

The report provides a 5 year horizon view, that suggests work needs to commence now. 

Talent Teams

We not only have a talent blueprint, and spotlights on diversity and inclusion, but have a proven way of developing diverse talent to develop an interest in working in insurance. 

Leadership Teams

Given the breadth of this report it is highly relevant recommended reading for C-level executives and industry leaders.  Spanning talent, transformation, claims, distribution and new risk bearing products we do hope you will buy a copy for your organisation.  Especially as doing so supports our social impact. 

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The Social Impact this Report Has Created

£11,200 paid into some of the UK’s poorest communities

‘Trickle up economics’ is what we call our alternative to trickle down economics.  

We pay students to work on the report.  This allows us to entice a diverse set of students, not just the hand raisers.  

Some students spend their money on birthday presents for friends, others spend their money to help their families.  What they don’t do, is store it tax efficiently.  That’s why we believe in trickle up economics. 

100 diverse teenagers given paid work experience

Talent is everywhere.  Opportunity is not.  And it starts with work experience.  By giving a diverse set of teenagers their first work experience and a reference we help them through the first hoop.  

Teenagers learning critical thinking, creativity, collaboration and communication

These are the 21st century skills that our students need to develop to thrive in the world they inherit.  

We do this by teaching them how to bring their ideas to life and share them with others. 

Gender Diversity in teenagers developing leadership skills

Our Squad Leaders on this Time Machine report were both female.  Rokeebat’s story is shared in detail in the report and shows how multiple interactions with Startup Sherpas develops gender diverse talent. 

Inspiring the social entrepreneurs of tomorrow

25% of our teenagers discover their own entrepreneurial spirit by taking part in the Time Machine SuperSquad.  

We get a 5x increase in the students desire to explore their own startups when they take part.  

The Impact for the Insurance Industry

Nurturing future talent for the insurance industry
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A pragmatic approach to developing diversity in the industry
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Improving the insurance industry’s reputation outside the industry.
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Providing unique insights to derisk the future of insurance.
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We are on a mission to create a generation of trained innovators who can solve the worlds most pressing challenges.


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Download the sample report