<p>Let&rsquo;s face it: Insurance is one of the most hated industries in history. The Urban Dictionary defines insurance as &ldquo;a business that involves selling people promises to pay later that are never fulfilled.&rdquo; Insurance is the only modern business model with an inherent conflict between the provider of a service and its customer. Simply put, the more insurers deny or delay paying claims, the more money they make. And when customers complain, carriers accuse them of committing &ldquo;insurance fraud.&rdquo; This book is first an origin story of Lemonade Insurance, a startup insurance company with a silly name that was created by two Israeli entrepreneurs who knew nothing about insurance but in less than 18 months completely disrupted a trillion-dollar industry and soon became known as the &ldquo;Uber of Insurance.&rdquo; It is also the story of a personal journey by a former top executive at AIG and Zurich Insurance who decided to abandon the success of &ldquo;Corporate America&rdquo; to help form a startup that changed everything he was used to, and as a result, found himself changed.</p><p>&ldquo;Ty is a great storyteller, and as a founding member of Lemonade he is in a wonderful position to tell the creation story of Lemonade in his unique way. Definitely worth reading!&rdquo;<br />
~ Daniel Schreiber, Co-Founder, CEO, Lemonade</p><p>&ldquo;Filled with conflicts of interest and mistrust, we often look at insurance as a necessary evil instead of the useful financial tool it can be. Ty, together with Lemonade, is trying to fix this problem, and this is a wonderfully told story of the first chapter of that important adventure.&rdquo;<br />
~ Dan Ariely, Professor, Duke University, Professor of Psychology and Behavioral Economics and Author, The Honest Truth about Dishonesty</p>