By FINTECH Books Contributor, Ant Gould Follow: @insurancebod There is one issue at the top of insurance business boardroom agendas; innovation and how to embrace InsurTech, improve efficiency and meet the on-demand expectations of customers. The agenda is partly driven by a fear of being left behind by nimble, legacy free and customer focused players. However, many of the start-ups are focused on automating existing insurance processes, at both the front and back end, rather than reinventing the basic underwriting model. And some of those that at first glance appear to be driving the latter are digital insurance affinity groups – providing friendly front ends to a traditional underwriting model. The game changer will be artificial intelligence which will have a major impact on underwriting in terms of staffing levels, speed of response and ability to underwrite new risks. And we are not talking just personal lines. So how are established insurers responding? Some have set up their own incubators/investment arms; some are supporting the likes of Startupbootcamp to get an inside track and spot potential acquisition/partnership targets;and some are actively seeking out partnerships, hiring their own staff or renting tech agencies to help them to solve particular challenges. Many are doing all of these. But – and it is a big but; there’s a major challenge to embrace.How to mix creative, technology based innovative cultures with traditional process-based and highly regulated compliance focused cultures. They do not make easy bedfellows. This culture clash must be overcome or got around. I believe many of the established insurers will evolve – but it won’t be easy – and will find a way to meet customer expectations with the help start-up developments. There will be some casualties along the way and some new players will also emerge.But crucially it will be good news for customers as they will continue to be able to get the cover they need, when they want it and how they want.