Moving away from product-centric partnerships: First, we have seen a clear shift in consumer expectations. Rather than being content with whatever their insurers have to offer and how they want to sell it, consumers now demand greater added value throughout the entire buying process and the convenience to purchase insurance products digitally.
Second, there is a diminishing number of distributors worth partnering with. Leading insurers are quickly securing the best distribution deals, leaving their slow-moving competitors with fewer and fewer options. Speed-to-market is now key for any incumbent who hopes to win in this new era, but many are still lagging.
https://openinsurance.io/tech-lab/successful-insurance-partnerships-driven-by-apis/