They have one-word names, their advertising campaigns throw around lofty concepts like optimism and their signature is digital reliance. The new face of insurance in North America wears a big smile and talks to customers using artificially intelligent chat bots. Much like the sharing economy kicking down the door of consumer industries, technology-first companies are setting the tone of providers in every sector. Also like the Ubers and Airbnbs of the world, insurance’s new app-heavy players are reaching newfound levels of success. Take life insurance start-up Ladder, for example.