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To face the radical changes that characterized the competitive scenario over the last years, the insurance industry is turning to digital transformation, adapting innovative business models like those increasingly seen in other industries. The paper explores the impact of ongoing digitization that is greatly affecting the insurance industry and forcing radical change upon corporate culture, products and processes, customer relationships, and relations with the sector's various competitors. By addressing key research questions, the paper contributes to a nuanced understanding of the relationship between InsurTech start-ups and traditional insurers, the transformative effects of technology on the insurance value chain, and the evolving dynamics of customer relationships in the digital era.
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