When it comes to using algorithms and other formulae to determine what kinds of services you might offer to specific customers and at what price, the insurance industry is one of the oldest in the book. But that legacy position masks the fact that some of its determinations might leave a lot to be desired, with customers who don’t fit typical profiles unable to get competitive rates. Now, a UK startup called Marshmallow that’s aiming to take on those larger legacy insurance giants with a new approach to determining risk…
