Society is changing fast and so is the landscape for general insurance. Innovations such as the rise of electric self-driving cars and long-term trends such as climate change call for new forms of coverage and new ways to assess risk. Customer expectations are changing equally rapidly. With the rise of digitization in all aspects of life, customers increasingly buy through digital channels, aggregators, or buy coverage as an embedded product. Insurers are under pressure from new competitors such as car manufacturers that bundle insurance with their products in their own fight for relevance.