Death has never been the brightest topic of conversation, but attitudes are shifting as people realise the benefit of planning for ‘the other side’. DeadHappy puts the focus on the economic and social benefits of preparing for death, with its pay-as-you-go insurance and ‘DeathWish List’.

Gen Yers may spend hours researching eateries and nightlife when going on holiday, but many don’t factor insurance into their preparations, whether due to the associated confusion or cost. Enter Pluto, a mobile-first start-up that gives travellers quick quotes and easy-to-understand policies.

Research from ABTA suggests that 38% of Britons will not be taking out insurance for their summer holiday. With confusing jargon a contributing factor, companies that simplify their offering can ensure people don't lose money on medical treatments, cancelled flights, or repatriations.

Just over 50% of British travellers have gone on holiday without taking out travel insurance, while 41% of Americans chose not to do so in 2017. So, who is buying this type of coverage? What are their motivations? And how can insurers get people to look beyond price when picking out a plan?