The UK insurtech industry has exploded in recent years, with a number of startups launching new products and making it easier for consumers to buy insurance.
In April 2017, Andrew Brem, chief digital officer at insurance group Aviva admitted the insurance industry is "not known for its incredible radicalism".
However, that is starting to change as the months go by thanks to the UK's growing talent pool of insurtech experts.
Research from London accelerator Startupbootcamp InsurTech and PwC, based on more than 1,300 startups across the world, shows that 75 percent of incumbent insurers "believe the biggest impact to the industry will come from building new products in order to address the changing needs of the customer".
Here are some of the most innovative insurtech startups in the UK trying to build those products today...