"The e-commerce group said it will use data from Asahi’s 90 million loyalty programme members to develop tailor-made insurance solutions and premiums based on predictions of customer households and spending patterns."

Marianne Lehnis Reinsurance News 29 Jan 2018

Data with context is the goldmine which insurers currently have and digital giants like Rakuten, Amazon, Tencent  and Alibaba want and are willing to acquire.