A move beyond Insurance

Great read from Oliver Ralph on the move to being a services business.  

We have talked abut this for a while and how Insurance ultimately becomes a by-product for the insurance company - yet they focus on the value added services around this.

One of the most common examples here is through the use of IoT and how home monitoring may be the primary acquisition with Insurance being the by product.  

The same could be said for Telematics to give insight into driving behaviour, although there is a more natural and direct relationship here for obvious reasons, unless further services are built into the driving package. 

I wouldn't necessarily call this an identity crisis, more recognition of being where the customer is and identifying what they need.  So perhaps merely a question of chicken and egg? What comes first?