What is the best way to solve the problem of hidden fees  in insurance? Simple, get rid of fees altogether.  Exciting changes are happening in the insurance space. An industry that traditionally has been very analogue and opaque is reinventing itself through digitalisation, creating simpler, more accessible customer experiences and rethinking customers needs when it comes to protecting themselves against risks.    We recently had the chance to sit down with Sophie Bohr Groenbaek , CEO and Cofounder at Undo.  Sophie has a very interesting background. as A Neuro biologist previously working in consulting, and with no prior Insurance experience, she was able to approach the industry with a fresh pair of eyes. In this revealing chat with Sophie we hear about how she and her cofounders built an insurance company from scratch going back to first principles and trying to understand what it was that customers, especially younger ones, were looking for when buying insurance. Their findings resulted in a brand new value proposition that challenged the traditional insurance business model by removing fees, enabling customers to build their own insurance packages and allowing policy holders to change their coverage as their needs changed: when on holiday, when skiing, when cycling or when staying at home.  Hear about how Sophie’s mind has been attuned to seek for opportunities for new insurance products everywhere as our lives become more complex and we undertake new risks in our digital lives, our investments, and even significant live events.  This approach to insurance based on flexibility, transparency and fairness will leave you wondering whether your insurer is the best choice for you.