New Dutch insurance company Ditzo strips insurances. By cutting all redundancies, they create what they call themselves ‘fat free products’. Because Ditzo could start from scratch, it is not bothered by legacy systems or existing customers’ expectations. Existing companies are tied in because of the expectations of customers, who for example have always valued their relational magazine and the communication by letters, or have an image in the market that would be damaged by a ‘wild’, new approach. This however is the step forwards.

