When you have more than one insurance you can compare their behavior when something goes wrong.
I’m not saying a comparison on how they work on topics of the insurance but how does it work, for example, to cancel the insurance itself.
Chances are, one will have friction. One will make it difficult, harder, etc.
Having less friction is almost always a value. It allows people to make choice freely. So, even if your business doesn’t benefit from it, it makes people happy.
Friction, on the other hand, makes people anxious because they feel caged. Friction removes possibilities and blocks people from moving on.
Aiming for frictionless processes should be our gold standard.