Consumers’ relationship with insurance companies is more ripe for change than ever. Older adults are living longer and redefining aging in this country, seeking to receive healthcare services (as much as possible) in place. Demographic changes have created a generation of middle-aged adults–the sandwich generation–simultaneously caring for their aging parents and their growing kids and needing more help. Healthtech, healthcare at home, and value-based care trends are giving rise to new consumer experiences in care - many with the promise to decrease cost and improve quality of life. COVID has accelerated consumers’ relationship to technology, with many expecting more ubiquitous digital experiences, more personalization, and more convenience. New insurtech entrants are redefining consumers’ expectations and how data can change the game. And AI–with the zeitgeist of ChatGPT–is unveiling the AI revolution that’s already taking place and poised to upend digital experiences and the work that goes into creating them. This is a moment filled with profound opportunities to reimagine how caregivers get served and supported.