The New Insurance is No Insurance

Intelligent Insurance for Smart Living

Insurers are aware that technology will help to reduce claims drastically and therefore finally run premiums down to unsustainable levels.

Insurance. Time to move on

“Insurance is a cornerstone of modern life. Without insurance, many aspects of today’s society and economy could not function. The insurance industry provides the cover for economic, climatic, technological, political and demographic risks that enables individuals to go about their daily life and companies to operate, innovate and develop.”
Source: Insurance Europe

I fully support this, however the way this cornerstone fits into modern life needs attention. It’s time to move on.

The Third Wave

20 years ago I set up the first digital insurance, 10 years ago followed by (again the first) mobile insurance and now we’re heading for the 3rd wave: connected insurance.

Real Connected Insurance with the new opportunities that Technology brings is what I (with a few former colleagues) believe in and are working on for some time now.
Of course: IoT, Data Science, AI, Customer-Centric and On-Demand are the buzzwords.
But let me add 2: Holistic and Transversal

Where Holistic refers to the complete modern Household with a connected lifestyle and Transversal to the consumer who is completely not interested in our industry verticals.

Insurance has to stay but with an overall and fresh approach.
Hundreds of InsurTech-initiatives are currently taking pieces and add sometimes compelling features.
See the Sherpa-Neos-Interpolis-Trov-CBien-Metromile-Vitality-Clark-Knip-PolicyGenius-Lemonade-Inshared-like initiatives.

The real challenge is to bring it all together to a compelling, simple, transparent and engaging full service offer to the customer.

Focus on prevention

In my previous post I announced “The new insurance is no insurance”. Meaning the focus should not be on pushing insurance products but on offering prevention services.

For this we developed an international concept for Smart Protection called InConnect. With the household as hub, connecting all smart devices, vehicles and wearables and where technology & data are used to improve prevention.


Safety & Peace of Mind

Safety first and then with help of unbiased Personal Risk Management Tools (Primes®) reduce insurance to what is really needed in one universal ongoing policy without redundancies and gaps. Dynamically adjusted to the actual situation and needs.

  • With on-demand add-ons
  • Built-in loyalty and reward system
  • Ready for sharing cars, rides and homes
  • Easy combining or splitting households
  • Recognizing Privacy & Cyber Risk

and backed with a one of a kind Insurance & Claims IT-platform.


The overall concept is quite ambitious. Although we’ve successfully done ambitious businesses before and have qualified people and technology on our side, we’ll start on a controllable scale. A startup is created to kick off in 3 European countries with Home, Motor and Travel.

As soon as we’ve completed our search for the right partners we’ll start proving the concept, do the learning and keep you posted. Of course we’re always looking for enthusiastic and good individuals. Feel free to give me a buzz.


Insurers are experts in risk & capital management and that is what they should keep doing, but in a different perspective. Deploy that expertise in a proactive way in the new environment of connected lifestyles.

About Sunfield Consultancy

“Smart Protection for Safer Living”
With a small international team we built the world's first international online fully licensed insurance company.
With a unique ICT-Platform and Smart Operations.
Successfully rolling-out to 8 countries and selling it to key players.
Now expanding to a holistic concept based on CX, IoT and Telematics.
Called InConnect

As Insurance Engineer I love to work on Safety First.

Company: E.J. Van Zonneveld
Commercial Register (NL-KvK): 73498351
Trade name: Sunfield Consultancy
VAT: NL073769708B01
General Conditions PDF (Dutch Law)
Director: Ewout van Zonneveld
Email: ewout@sunfieldconsultancy.com