Indian customers had a hard time finding insurance in 2008. There was a lack of product information, transparency and mis-selling. Consumers felt very indifferent towards the industry due to the high rate of insurance policy lapses. Insurance companies made enormous profits by charging policy surrender fees, which plagued the entire industry. A small group of people, with no prior insurance experience, began to reinvent the insurance industry. It was hoped that consumers would be able access clear information about insurance, and to compare and select the best insurance products. To provide an audit trail, all communications would be recorded. This would allow for a clear record of who made which statements in complicated insurance products. All services and claims are provided by a common service layer.