Understanding customer pain points has driven loads of innovation across the globe and across industries. Insurance should not be an exception. Insurance companies do, in fact, go out of their way to acquire customers and help them purchase policies to cover their risks. When it comes to claims however, the perception is that the customer is assumed to be committing fraud and they are made to jump through hoops to prove themselves innocent and get their due claim benefit. If insurance is to truly grow to cover a multitude of risks for the huge segment of the uninsured population that perception has to change.