No matter their origins, today’s insurers are all generalists, offering the same product range to customers and prospects. Market niches have disappeared and the market is more competitive than at any previous time. Most insurance products are pretty much identical, so I know when I’m shopping for insurance at least, price is usually the essential factor. Due to these consumer views and market conditions, there is a significant opportunity for real product differentiation and innovation (See Gartner Research Report: Predicts 2010: Insurers Must Invest in Growth and Transformation Projects to Stay Competitive ). Additionally, in the coming months and years there is going to be continuously increasing demand for products that are customized to specific demographics.