BENEFITS FOR INSURERS • Increases market share and size by reducing protection gap and underinsurance • Collects customer behavioural data during the whole of the insurance journey from purchase to claim notification • Provides lifestyle data and risk scores • Increases the frequency of touch points and engages with customers • Location/activity based cross-selling and up-selling • Flexible technology e.g. avoids problem of displaying incorrectly the pre-existing medical conditions section (FCA report July 2014)