nteraction between a policyholder and his or her insurance company tends to take place only during the purchasing cycle and when a claim must be filed, and the lengthy gap between those two events leaves very little room for the insurer to develop any sort of meaningful customer relationship. This limited model of engagement is seriously outdated, and does not resonate with Gen Y consumers — and insurers’ greatest challenge today is to change the customer experience to build loyalty with this demographic by developing meaningful interactions during that gap period.