The most controversial use of big data is in pricing. If new data can give insurers a more accurate view of risk, then they can price their cover accordingly. The use of telematics systems in cars to price motor insurance, and of wearable fitness devices to price life and health cover, are two early examples. Given the chance, insurers could use all sorts of data, from shopping and spending habits to medical information, to give themselves a better view of risk.

https://www.ft.com/content/d7000d78-519c-11ea-90ad-25e377c0ee1f