Big data is increasingly heralded as the apex of customer centricity. Some insurers are tapping into datasets you didnt even know existed to evaluate your risk. Health insurers use similarly subjective data on race, marital status and whether you pay your bills on time to predict your future healthcare costs. LendEDU, an online marketplace for comparing financial products, conducted a survey of 1,000 adult Americans to gauge how they felt about advanced data in the insurance business. Just 15 percent of respondents believe insurance companies should be allowed to use big data to determine risk for an insurance policy.”]