“In my opinion, giants who don’t realise that their clients are becoming more discerning still dominate the industry. For example, cars depreciate in value every month, so why don’t all insurers decrease car insurance premiums monthly? After all, we all pay out the same retail value should something happen to an insured car (under comprehensive insurance). Personally, I was also frustrated with the lack of innovation in the industry and the stuck-up manner in which traditional insurers didn’t even want to communicate with their clients."Gideon also believes in a unique, culture-based business model and encourages his employees to operate to their full creative potential. It’s about realising the human possibility, and not just about the products they work with.