Root Insurance, founded in 2015, set out to make car insurance fair. The status quo for car insurance rates, based on a driver’s age, vehicle and mileage, had remained largely unchanged since 1937. These demographic factors were based on the fundamental assumption that who the driver is is the best proxy for how they drive. Root Insurance upended this with a digital-first, telematics approach, assessing each driver for how they actually drive and offering a personalized rate based on this performance. In most cases this results in a significant savings.