Trōv is aiming to make insurance more appealing to Gen Yers by ditching complicated policies, instead providing simple and flexible protection through an easy-to-use app. But can it win over a generation of consumers who still see coverage as an optional extra rather than a necessity?

The attitude to buying life insurance is unlike getting a car or shopping for groceries. After all, who wants to think about dying? Yet despite their reluctance, 39% of Gen Yers claimed they’d get a policy in 2015. How are insurers making the process of getting life cover easier and more accessible?

The US car insurance industry is worth around $199 billion - but car use is declining, and one third of people sought a new insurer in 2013. Adapting to changing usage patterns and customer demands, Metromile makes insurance more customer-friendly with a pay-by-the-mile scheme.

Insurance is a necessary evil; it's a grudge purchase that people would rather not think about. Smart insurers like Progressive are using black box technology to monitor their customers – safe driving can lead to double-digit cost cuts. But are people comfortable trading their data for rewards?