As Big Data, the Internet of Things and insurance collide, so too, do the best and the worst of our futures. Insurance is summoned as an example of the interference in our private lives that is already underway everywhere. In this paper, we pause to reflect on this argument. Can changes in the way insurance measures the value of behaviour really serve as an example of the individual and social harms of datafication? How do we know? Insurance is a mathematical relationship staged between individuals and groups, between risk and uncertainty, between distribution and assessment, between the value of sharing and the sharing of value. We use the case study of Discovery International, owner of Vitality, the market leading brand in behavioural insurance to consider how behaviour is being branded and how the brand behaves.
L’ère numérique et la multiplication des dispositifs de captation-traitement de l’information, parmi lesquels les objets connectés, offrent de nouvelles opportunités à une prévention plus centrée sur les individus. Parallèlement, le développement de l’économie comportementale fait apparaître de nouvelles modalités d’action sur les comportements de santé individuels. Peu investies par les pouvoirs publics, ces nouvelles techniques se diffusent parmi les assureurs privés, proposant des assurances personnalisées et comportementales, à rebours du statut de « payeur aveugle » que leur confère le système français de santé. À travers l’étude de la conception et de la mise en œuvre d’un programme de prévention santé personnalisé porté par une compagnie d’assurance privée française, nous éclairerons les modalités et enjeux de la rencontre entre assurance, prévention et économie comportementale.
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