If insurers do not meet expectations someone else will. That leaves just risk transfer for customers and no relationship with the customer. 

That will result in lower profits as a result of commoditisation, insurance sold at point of sale and a long tail of insurers sharing a dwindling pot of premiums and profits.

That's the scale of the Amazon threat which is visualised startlingly by Altus Consulting.

But Insurers can "Out Amazon " Amazon as long as they act now.