Insurance companies are facing critical challenges staying relevant in the digital age. Instead of only optimizing digital as a new distribution channel, NN Insurance Hungary with the support of Frontira Strategy Design Consultancy defined a new business model for a service that is natively digital: protect.me is the world’s first pay-by-the-hour, app-based accident insurance that covers risks related to recreational activities. It’s a fully customer centric service: customers activate the insurance via the app only for as long as they need it (‘on-demand’), and pay only for the period of active coverage (‘pay-as- you-go’).