22 ii. Connected health Sensor technology and wearables enable individuals to monitor their wellbeing, detect early signs of illness and to make smarter and healthier lifestyle choices. The knock-on effect of improved health will be reduced liabilities for insurers. A number of connected health start-ups are tapping into new data sources and developing end-to-end propositions that are compelling to life insurers. The granular risk insights these firms can generate enable insurers to offer more relevant and compel- ling offerings to existing customer segments, or even to define new value propositions for underserved segments. For example, FitSense offers a platform-as-a-service model that provides companies in the health and life insurance sectors with superior customer insight based on data from mobiles and wearables. However, there is a stumbling block. Insurers have not yet fully understood how best to use the insights becoming available to them. Their underwriting processes are robust but largely inflexible so their ability to adapt to and use this data will take time. And in some cases, insurers will feel new segments aren’t commercially viable. Start-ups therefore need to be prepared to find the use cases and be able to clearly articulate the value they can deliver. Jan- Philipp Kruip, co-founder of FitSense adds: “Reinsurers play a critical role here: in our experience, reinsurers have the expertise and resources to help us evaluate and de-risk the solution so that it’s valuable and viable to their direct insurance clients.” Start-ups leveraging the Internet of Things have the powerful poten- “ tial to provide improved, tailored, and more transparent insurance . “products for the individual customer Ben Britt, Route 66