To achieve success from digital initiatives, insurance companies need to listen closely to what their customers want and be ready to identify the winning solutions in the marketplace for delivering that experience. That's according to leaders from AIG, Farmers and more who spoke at the Insurtech Connect conference in Las Vegas.

Mariel Devesa, head of corporate development and innovation for Farmers, says that her company and many others are looking to identify the pain points in customers' lives that traditional insurance products have missed. She cited her company's introduction of ridesharing coverage for cetain drivers as an example.

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