By FINTECH Books Contributor,  Follow: @anands_rao Business transformation is a must in today’s reforming financial and technology landscape. Insurance companies, much like financial institutions, are emerging as a disruptive industry, and needs to fundamentally innovate to stay relevant. Despite the industry’s sluggishness in accommodating InsurTech, it has a promising future. But major challenges exist, especially when there is no clarity around integrating tech-related digital channels into the tradition-bound, regulation-tied and relationship-based industry. This is primarily driven by, customer behaviours today control the type of marketing strategy that the organisations employ today. Firms are adapting strategies to deliver better contextual services to customers. Innovation cycles are getting shorter. New technologies are emerging. Systems are learning and interacting naturally with people to extend what either humans or machines could do on their own. Delivering on digital promises is firmly on the agenda of almost all the InsurTech firms operating and serving this industry. Successful firms will be the ones who maintain a natural relationship with their audience by interacting fast, and delivering in the moment. This chapter attempts to lay down industry defining emerging tech themes that not only ensures stellar customer experiences, but also delivers standard services, and has the customer locked-in. Customer behaviour: Customer’s desire to get insurance covers rapidly, effortlessly and transparently, and rapid adoption of new technologies that enable them to secure the right product, at the right price and uses an intuitive payment solutions, Emerging technologies: Concepts such as Connected Insurance, Conversable, Internet of Things, Open architecture, Blockchain, Artificial Intelligence, Contextual platforms, marketplace models, Wearables etc. are driving new opportunities for the industry, and, Changing market: Market changes brought by changing regulations, policies in the region (e.g. GDPR, PSD2 in EU), emergence of innovative start-ups from both within and outside of traditional industry, shifting industries etc.