Purpose – This paper explores and identifies customer-value-related sacrifices that consumers attach to
interactive health/life insurance. This paper aims to increase understanding of why individual consumers are
not willing to embrace behaviour-tracking-based insurance applications.
Design/methodology/approach – The authors analysed data from a qualitative survey of Finnish
insurance consumers who were not keen on adopting interactive insurance products.
Findings – Developed through thematic analysis, the framework presented in this paper illustrates
consumers’ value sacrifices on four dimensions: economic, functional, emotional and symbolic value.
Research limitations/implications – The framework and insights emerging in the study hold several
implications related to increased understanding of consumers’ perceptions of insurance and to developing
interactive insurance services. In addition, this work provides a promising foundation and avenues for further
considerations related to digital ethics in insurance.
Originality/value – To the best of the authors’ knowledge, this paper is the first piece applying a value
sacrifice perspective in studying consumers’ unwillingness to adopt interactive insurance products.