Insurtech and digital insurance have become buzzwords these days and that is all for good reasons. But in the context of emerging and frontier markets, digital insurance has more to do with market-creating innovation than disruption which is normally the case with Western or developed markets with deeper insurance penetration.

Market-creation involves bringing never-insured-before customers to the fold of insurance and that is easier said than done for a range of reasons and distribution is undoubtedly one of them. In my personal experience of running an inclusive and digital insurance business targeting masses, out of each hundred customers insured, an estimated 95 never had prior insurance experience.