Subscriber Exclusive 
Sky on how it plans to disrupt a ‘grudge purchase’ market
Sky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
Sky is used to selling things that people want. Be it television, broadband or a mobile phone contract, it enters these markets, shakes things up and leaves consumers with a new shiny toy to play with at the end of the transaction.
Sky raised a few eyebrows last week, though, when it announced it was entering the home insurance market with Sky Protect. After all, where’s the fun in that?
