More small and medium-sized businesses are starting every year, and they’re increasingly buying insurance online. There are tough trade-offs between profitability, growth, and customer experience. Manual underwriting processes can maximize profitability and growth but result in slow turnaround times. Straight through underwriting processes can maximize customer service but can lead to potential adverse selection. Target market segmentation can maximize customer service and profitability but limits growth potential. This session will exhibit how can insurers bridge this gap and expand the insurers' risk appetite, while enabling a better experience for business owners.