Now, both Apple and Google are providing full encryption as a default option on their mobile operating systems with an encryption scheme they are not able to break themselves, since they don't hold the necessary keys.
Some corporations have gone as far as turning to "zero-knowledge" services, usually located in countries such as Switzerland. These services pledge that they have no means to unlock the information once the customer has entered the unique encryption keys. This zero-knowledge approach is welcomed by users, who are reassured that their information is impossible to retrieve — at least theoretically — without their knowledge and the keys.
People in the industry and Silicon Valley say it is only a matter of time before online agencies attack the armies of intermediaries that are the backbone of the trade, and Google could present formidable competition for other insurance sellers. As many as two-thirds of insurance customers say they would consider purchasing insurance products from organizations other than insurers, including 23 percent who would consider buying from online service providers such as Google and Amazon. Google Compare auto insurance site has already been operating in Britain for two years as a search engine for auto insurance prices.