In 2008, Indian insurance customers were in a difficult spot. The lack of product information, transparency, and mis-selling were all problems. There was also a high rate of insurance policies lapses, and consumers felt very apathetic towards the industry. The entire industry was plagued by murkiness, as insurance companies made huge profits from policy surrender fees.

A small group of people with no insurance experience began to reimagine the insurance industry. The idea was to create a place where consumers could access transparent information about insurance and be able to compare and purchase the best insurance products. All communications would be recorded to provide a clear audit trail that would show who made what statements in complex insurance products. A common service layer that provides all services and claims.