Incumbent insurers face disruptive threats from new competitors using new forms of competitive advantage. It’s easy to see that large traditional institutions are less agile and slower to adapt. However, they retain advantages over startups and can pursue an effective course of self-disruption, urges Martijn Moerbeek, Director of Digital Strategy & Innovation at Legal & General (London). As one of the largest insurers in the world, L&G may be seen as a lumbering entity with little ability to maneuver, but as Moerbeek points out, size is a sign of success, and in the case of L&G it is also a sign of the endurance of a company that has survived over the changes of nearly two centuries.