“It won’t happen to me” – Poles underestimate the risk of experiencing adverse events personally. They believe that something bad is more likely to befall their proverbial neighbour rather than themselves. Inherited attitudes are instrumental in shaping the insurance decisions of the next generation. For example, children of parents who used to purchase home insurance are statistically much more likely to take out such policies themselves. This is one of the conclusions drawn from the “Insurance awareness among Poles 2026 – knowledge, attitudes and experiences” report published by the Polish Chamber of Insurance (PIU) and compiled under the auspices of the University of Warsaw.

The report shows what Poles know and think about insurance, how they make decisions regarding insurance cover and why there is still a significant insurance gap in Poland.

– At the outset of the project we wanted to understand the paradox that had characterised the Polish insurance market for years: why — despite the fact that most Poles deem insurance sensible and necessary — do so many of them remain underinsured? The results of our survey show that one of the biggest challenges faced by the insurance market is the way Poles perceive risk. Respondents consistently rate the risk of experiencing unpleasant events personally as lower than the risk faced by others – whether it is about road accidents, health emergencies or travel-related issues. This psychological mechanism of optimism bias undermines our motivation to protect ourselves and our loved ones, even when our awareness of the risks is high – says Adam Uszpolewicz, president of the Management Board of the Polish Chamber of Insurance, encouraging readers to peruse the report.

– The insurance gap problem derives from Poles’ minds, not their pockets. The main determinant is not the size of people’s wallets, but their beliefs and attitudes – says Katarzyna Sekścińska PhD, professor at the University of Warsaw, explaining what deflates our motivation to take out insurance. – On the one hand, Poles are optimistically biased; on the other, their level of awareness and knowledge of insurance is limited. Their perception of insurance is largely shaped by oversimplifications. 38% of Poles know only as much as they happen to hear, without doing any fact-checking. 37% of them see the subject of insurance as boring, 33% as difficult; and if something is boring and difficult, plus on top of that, non-urgent (Poles perceive insurance as such), they don’t want to deal with it. Importantly, the recipients suffer not so much from a lack of information as from information overload, complexity and unappealing form of presentation – the expert notes.

13 takeaways from the PIU report:

1. “It won’t happen to me” – Poles consistently underestimate their own risk

Respondents believe that they are at less risk than the “average person”. This phenomenon was observed across all of the studied categories of events, and was the most prominent in situations where we believe in our own competence, caution and control over the situation. For example, respondents estimated their own risk of causing a road traffic accident at 12%, versus 19% for other people. A similar discrepancy can be seen in the case of contracting sudden illness while on holiday (11% vs 19%) and having an accident during a trip (12% vs 19%).

The results point to the classic “optimism bias” effect – a psychological mechanism based on the belief that adverse events are more likely to happen to others than to ourselves. This very way of thinking significantly undermines the motivation to take out insurance and perpetuates the insurance gap.

2. Poles insure property, not people, because that is what they learned at home

Family heavily influences our attitudes and decisions regarding insurance. 43% of Poles recalled that their family household had taken out home insurance, and 33% mentioned the same about a car. Life insurance was recalled by 31% of respondents, while health insurance and travel insurance – only by 15–16% of them. At the same time, as many as 36% had no insurance-related recollections from their family home at all.

Insurance use patters are instilled in us through inherited attitudes. The survey shows that if parents insured an apartment or house, their children are statistically much more likely to take out home insurance as well. Conversely, children of parents who did not take out insurance are far less likely to do it themselves. Family home experiences have also shaped us to view insurance more as a means of asset protection rather than personal security – and we carry these patterns into adulthood.

3. Only 9% of Poles actively seek information about insurance

Most Poles act reactively – they only look for information about insurance when they need it. As many as 53% of respondents admitted to not being interested in the topic on a day-to-day basis, claiming that they will read up if something catches their attention. This is the epitome of a reactive approach: knowledge is updated occasionally, in response to a stimulus. Among the 9% of respondents who seek information, 45% do so on their own, 37% approach an insurance agent or adviser for support, and 16% ask family and friends.

This means that most decisions about insurance policies are based on hearsay and oversimplifications rather than verified knowledge.

4. Poles think of insurance as an investment, when they should treat it as a fire extinguisher.

40% of Poles believe that the compensation they receive will not cover the amount they have paid in premiums. 26% see cancelling a policy as a way of saving money, while 22% state outright that insurance isn’t worth the money because claims are rare.

These results show that a large proportion of Poles treat insurance policies as an investment and expect a financial return, whereas insurance should be viewed more like a fire extinguisher carried in a car – when purchasing one, nobody is looking forward to actually using it, nor do they expect a refund.

5. Stereotypes about insurance: for the poor, for the timid, not for the young

53% of Poles believe that insurance is more often needed by less affluent people. Meanwhile, 20% think the opposite, i.e. insurance is a product for the well-off, who have the most to lose. 27% say that insurance policies are taken out by “cautious and timid people”, which implies that the decision to purchase one is value-laden rather than rational. 22% see insurance as a product for older people, and 19% believe that young people do not need any insurance at all.

It is these stereotypes that discourage people from taking out insurance, as they lead the potential insured persons to believe that it is not a product for them.

6. 38% of Poles believe that if they cause a collision, they will receive compensation under their own TPO insurance

41% of respondents gave the correct answer, i.e. that after causing a collision, the cost of repairing their car will be covered under their own comprehensive Auto Casco (AC) insurance policy. 38% confuse TPO with AC and believe they can be compensated under their own TPO policy. As many as 30% say that no insurance policy would cover such a claim. The survey shows that Poles confuse insurance products, particularly AC motor insurance with motor vehicle owner’s TPL insurance (MTPL), which is likely a consequence of the common but incorrect use of the term “TPL vehicle insurance” instead of “MTPL”.

One of the most striking findings of the report is the discrepancy between the respondents’ self-declared knowledge and their actual level of knowledge. Although the majority of respondents (around 50%, depending on the type of insurance) claim to have a “moderate” level of knowledge, many do not understand the rudimentary mechanisms. Only 42% recognise the link between the sum insured and the premium; as few as 38% understand how risk affects the price; and only 41% correctly identify that insurance does not reduce risk, but merely mitigates its financial consequences.

– Opting out of insurance is the upshot of a combination of factors: underestimation of risk, financial constraints, as well as cognitive and psychological barriers, such as a lack of knowledge, a low perception of the need for insurance, or the avoidance of confronting risk. There is also a prevailing lack of trust in insurers, which further discourages people from insurance. In the case of health and travel insurance, the decision is also determined by the insured person’s experiences with the public healthcare system (the National Health Fund, EHIC) and a subjective sense of security during short trips or in everyday situations – concludes Katarzyna Sekścińska.

7. Life insurance policies have the highest satisfaction ratings – 83% of clients are satisfied with the insurer’s decision

Among those who filed a claim under a life insurance policy, as many as 83% are satisfied with the insurer’s decision, which translates into it being by far the highest rated type of insurance.

This is partly owing to the specific nature of life insurance policies, which — unlike property insurance — do not compensate for lost possessions but provide actual financial support for loved ones. That is why every payout is seen as a tangible benefit for the family; consequently, the claims adjustment process evokes more positive feelings and strengthens trust in the industry. Travel insurance enjoys 51% positive ratings, and home insurance – 48%.

8. Map of an insured Pole: 81% of Poles say they have AC insurance, 70% – home insurance, 65% – life insurance, and 45% – health insurance

The survey shows that the most popular voluntary insurance policy is AC motor insurance – 81% of respondents (i.e. 89% of vehicle owners) claim to have one. 70% of respondents (77% of home/apartment owners) say they have home insurance. A home insurance policy is voluntary, although it is often required when taking out a mortgage. 65% of Poles say they are covered by life insurance; this percentage is split in half between individual policies (53%) and group policies taken out through the employer (47%). Health insurance (45%) is more often enjoyed as an employee benefit (27%) than purchased independently (18%).

The declared level of voluntary insurance coverage in Poland is high. However, the level tends to be contributed by obligatory purchases and institutional conditions (e.g. loans, employment) rather than a conscious decision. In addition, some respondents may have confused compulsory MTPL with voluntary AC motor insurance. Consequently, comprehensive AC insurance cover is overdeclared: 81% of respondents claim to have an AC policy, where only 47% of them indicated that they held compulsory MTPL, which can hardly be regarded as a true reflection of drivers’ actual level of cover.

9. Life insurance = death insurance? Only 30% mention it in the context of cancer

61% of Poles correctly associate life insurance with a payout after the insured person’s death, while only 49% point to life insurance with personal accident cover as a source of benefits payable after an accident. Only 30% correctly identify life insurance as the policy underlying a payout in the event of cancer. At the same time, as many as 38% erroneously believe that a payout in such circumstances will be made under their health insurance.

This means that most Poles view life insurance as death coverage exclusively, even though modern products (featuring supplementary contracts) also cover serious illnesses and accidents. The survey results also show that many Poles either forget about or are unaware of the endowment component of life insurance policies, which provides financial support during the so-called “late adulthood” stage. Meanwhile, given the challenges posed by an ageing population and the growing need for long-term financial security, life insurance can a be a vital contributor to the economic stability of the elderly.

10. Only 22% of Poles are aware that younger clients pay less for a life insurance policy

One in five respondents realises that, ceteris paribus, the younger the insured person is, the lower the life insurance premium they pay. 39% of Poles believe that insurance is generally expensive. However, when asked about specific products, this percentage drops, as e.g. only 25% consider individual life insurance to be too expensive, while just 9% feel the same about group life insurance (acquired via the employer).

“Expensive insurance” is, therefore, often a stereotype rather than a conclusion drawn from offer comparison.

11. More than two-thirds of Poles are unfamiliar with the “GTCI” acronym.

Only 32% of respondents declare that they know what “GTCI” stands for – i.e. the General Terms and Conditions of Insurance. 37% have never come across the term, while a further 32% are merely familiar with the name. The GTCI is a key document governing every insurance contract. It sets out the scope of cover, exclusions and the client’s obligations. Interestingly, when shown the definition, 59% of respondents identify the term correctly. That means that the knowledge is there, but it’s passive.

12. The barrier to learning about insurance is qualitative, not quantitative

37% of Poles think the topic of insurance is simply boring. The same percentage (37%) complain about the difficulty of the language used in insurance information materials. 36% of respondents feel inundated with information, 35% find the materials too extensive, and 33% say that the whole subject of insurance is too difficult.

This corroborates the fact that Poles do not suffer from a shortage of information about insurance, but rather from an excess of it, overcomplexity and the unappealing form of its presentation. The solution lies in the use of simpler language and shorter texts instead of delivering more academic studies.

13. Poles prefer to read about insurance rather than listen to it.

52% of Poles say that written content is the most appealing form of communication about insurance. When it comes to specific formats, the article is the reader’s top choice (38%), enjoying double the popularity of the reel (19%). The least popular formats are podcasts (11%) and webinars (9%), as they require the most time and focus.

Recipients of insurance communications cherish the ability to absorb the content at their own pace. An effective message should be a brief, written communication accompanied by visual aids (infographics, carousel posts).