Lemonade, the peer-to-peer insurance startup attempting to “Uberize” the industry, has announced Duke University Professor Dan Ariely as its new chief behavioral officer.

The hire gives further insight into how the Manhattan- based company plans to differentiate itself in the market, by leaning on different metrics than what insurers traditionally use. Ariely, a professor of psychology & behavioral economics and author of three New York Times bestsellers is set to play a big role in how the company will now use behavioral economics to sell policies to insureds.

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