It just keeps getting more and more interesting. New P2P insurance startup, Lemonade, hired world renown behavioral scientist Dan Ariely as Cheif Behavioral Officer. The P2P aspect of Lemonade take it to a very social level, where ones actions obviously impacts the rest. False claims have been a huge pain point for insurance companies, so it only makes sense to hire the man who put together the research on the Truth about Dishonesty. I have a feeling that Ariely's impact will be apparent in the startups' underwriting and policy pricing.