Why do other insurers not ask you more questions?

These days some people think that everything should be over simplified in order to provide a better user experience. But as they try do this the user is wanting to know more. Google has made everybody a researcher. The net result (pardon the pun!) is that people want things to be more accurate and reflect their own set of circumstances. It's why customisation has become such a big thing. And why web 2.0 uses so much customisation. Users want to be involved and want to feel that the company caters for their needs. At Youi car insurance we recognised this trend, so rather that strive to ask fewer questions, we're not afraid to ask a few more, so that we can get to a 'customised' quote for the user. Our pay-off line 'car insurance 2.0' reflects this. (Although nobody seems to get the connection!) I was stoked to see the bankingblog did make the connection. Check out the blog they wrote at http://bankingreview.blogspot.com/2008/11/insurance-20.html