Description: The old adage 'insurance is sold not bought' has been used to dismiss digital insurance and support the old agent model of distribution. However, modern distribution systems address this with personalization. This is not simply a customized application form based on age or gender. Personalization is much more dynamic and happens in real-time. It's about tailoring the end-to-end experience to meet the needs and expectations of the specific applicant. The core tools to achieve this are AI learning and nudges from behavioral science.