What Industry Gets Wrong On Big Data

Recently, I wrote about a startup called Aviva. (My comments were based on an article I read.) Aviva’s CEO said, “What’s our long-term goal? To go from ask-it-once to ask-it-never — so customers don’t have to answer any questions at all.” How can coverage be booked without asking ANY questions? Why, using big data, of course. Wouldn’t a better goal be to first ask the necessary questions to assist consumers in identifying their unique exposures to loss, then match those exposures (where possible) with the proper insurance package to minimize the likelihood that a consumer will experience a serious or catastrophic financial loss?