“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."  - Steve Jobs

It is no secret, and it is supported by many recent industry studies - attracting and retaining customers is the primary or secondary priority for insurance companies. To do so, insurers need to provide product innovation and get customers excited about new product concepts, protection offers and superior service. Insurers can work with the customers to create the solution to meet their needs and make it about them. This is an opportunity for insurers to disrupt and capture market.   Part of meeting these demands is a paradigm shift from “mass market” to “personalized” products … products which are innovative and immediately available to meet the unique and evolutionary needs of customers. We are moving beyond having people fit into discreet categories by making them part of the process.

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