the advantage of good location and distribution is to sharpening customisation and conversion.it is also to gain the competitive advantage and manage for a good costs. The businesses out in front are using machine learning, advanced analytics and sensor technologies to target clients, evaluate their needs, develop fully bespoke solutions and price risk in real-time. The strategic cost benefits include more focused sales and marketing investments and more favourable outcomes for policy holders which means products are bought not sold. The greater precision in risk selection and customer customisation can also provide the basis for keener pricing and reduced claims costs. However, the author also stated that bad cost distribution and policy origination are needlessly costly, a problem compounded by poorly targeted marketing and low conversion rates within many businesses. The expense of distribution within insurance can be as high as 30% of the cost of the product. This is not sustainable over the long-term and will give bad impact to the business.