The case describes how 30-year old Freddy Macnamara (CEO) launched Cuvva, a start-up in the UK car insurance industry in 2014, which pioneered mobile-only car insurance via a pay-as-you-ride application.

The case describes the challenges of AXA in the non-life insurance industry in Europe in 2010 in the wake of the global economic crisis. It provides an overview of the non-life insurance industry, describes the new competitive landscape with the many new arrivals such as Admiral, and the challenges and opportunities created by the internet for established players and new entrants.