British insurance company Aviva has launched a service inspired by how Amazon analyses customer data . In a similar way to Amazon , Aviva uses data in its Ask if Never service to provide tailored solutions without interrogating potential customers about technical issues such as door locks or alarm designs . It’s helping to motivate general insurers to up their game. While the company said the use of data analytics would lessen the need for underwriting questions , critics have said big data analysis creates the potential for price increases and conflicts of interest .
British insurance company Aviva has launched a service inspired by how Amazon analyses customer data . In a similar way to Amazon , Aviva uses data in its Ask if Never service to provide tailored solutions without interrogating potential customers about technical issues such as door locks or alarm designs . While the company said the use of data analytics would lessen the need for underwriting questions , critics have said big data analysis creates the potential for price increases and conflicts of interest .