From medical care to financial concerns, aging brings with it a multitude of worries. In Germany, only 17% of people believe they’ll be able to live on state pensions, and 56% struggle to understand them altogether, creating opportunities for brands to offer simple, straightforward financial support.

For German Gen Yers and Zers, buying insurance is scary – from paperwork and dealing with agents to paying through the nose for coverage. Digital-first Coya aims to do away with the stress, with flexible home insurance ‘micro-policies’ that are easy to understand and enroll in, all through an app.

From redundancies to unstable incomes, many people are dealing with financial difficulties as a result of the pandemic. Helping people cope with financial change and get by in turbulent times are financial therapists – a nascent field of counselling aimed squarely at addressing money worries.

COVID-19 has impacted every aspect of people’s lives and a looming recession means the worst may yet be in store. Having grown up in the wake of the 2008 crash, Gen Zers are already alert to financial precarity, but how will coming of age during a pandemic shape their relationship with money?