InsurTech players have begun disrupting parts of the insurance value chain by offering specialised offerings within each area. As conslolidation occurs in the industry, new players may emerge that disrupt the entire value chain and thereby fundamentally transforming the industry as a whole. The InsurTech players below have re-imagined the traditional insurance value chain in the following ways: 1. Marketing, Leads generation and Sales Discovery: Launched the VitalityDrive app which gamified telematics. Users who downloaded the app were prompted to invite their friends to use the app in order to compare and compete on good driving behaviour. Leaderboards were published on a frequent basis to enhance the gamification concept. The “use for free” concept was successfully used by the company to generate leads and obtain vast amouts of data on driving behaviour across the country. Friendsurance, Lemonade and Guevara

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