The insurance industry is changing rapidly, with sales, distribution and servicing being disrupted and transforming from the ways of old. In a highly saturated and competitive market, with myriad new market entrants every day, we know that that the industry is making major shifts - shifts in distribution strategies, consumer centricity and underlying risk profiling. Long-held brand equity is being eroded by the entry of these new players. Insurance organisations are having to ask themselves; how do we retain the trust of our customers in today’s world? The insurance industry, one of the first industries to look at aggregated and portfolios of data are now transforming again with the implementation of big data, machine learning, and artificial intelligence.