Google Applies Pressure on Insurance Innovation | Re/code

Decision delegation scope expansion

"Google has previously disrupted numerous industries to great success — think health, travel, navigation and now insurance — and what the tech giant has accomplished can most easily be attributed to its dominance of the search space. Many of Google’s consumer-facing businesses have followed as logical next steps in the Google search process. For example, do you want to use Google to search for the best insurance company, or would you prefer to find the best insurance company with the cheapest policy through Google? Do you want to use Google to find the route for your road trip, or would you prefer to have Google find you the best route? Google’s constant innovation stems from a simple but effective idea — eliminate an unnecessary extra step (or steps) in the process, and give the consumer what they desire most — ease and simplicity."

Google Applies Pressure on Insurance Innovation | Re/code