Behavioural Economics: Disrupting the business model of Insurance?

Today Lemonade Insurance will go live: “Instant everything. Killer prices. Big heart”. Fast, personalized, transparent, convenient, no hassle, no paperwork, connected to social purpose: a different customer experience at less costs. Sounds like a dream, doesn’t it? So far this is marketing. But what, if they deliver?

But even, if Lemonade only delivers part of this promise, what I find amazing is their approach.