Health tops Baltic insurance priorities, but Latvians diverge from Estonian and Lithuanian trends

A new survey commissioned by BTA Insurance reveals that Baltic residents prioritise health protection above all else when preparing for the unexpected. However, notable differences emerge between countries: Estonians and Lithuanians place family wellbeing second, while Latvians prioritise personal financial security.

A pan-Baltic survey commissioned by BTA Insurance has found that health protection is the number one priority for residents across Estonia, Latvia, and Lithuania when it comes to preparing for life's uncertainties. Despite this shared top concern, the three nations diverge noticeably in their secondary priorities.

Estonians and Lithuanians ranked family wellbeing as their second most important consideration, reflecting a broadly similar outlook on personal risk management. Latvians, however, placed personal financial security in second place — a difference that points to distinct attitudes toward risk and safety across the Baltic region.

The findings highlight how cultural and economic factors can shape insurance preferences even among geographically close neighbours. While all three Baltic states share similar historical backgrounds and are integrated into the same EU and NATO frameworks, their populations appear to weigh personal and family risks quite differently.

BTA Insurance, one of the leading insurance providers operating across the Baltic states, conducted the research to better understand consumer priorities in the region. The results are expected to inform how insurance products and financial safety solutions are tailored to each market going forward.