With customers holding multiple products sticking with the company longer than a single product customer, insurers have been bundling and cross-selling products, which also provide them an opportunity to earn additional revenue. While a number of these insurers position the value of these bundled up offering as “saving money” and lucrative “discounts”, there is an urgent need for a market differentiator. There is a need for effective customer risk portfolio management. The new, more aware customers are now looking for real savings after thorough research and price comparisons, and are selecting the right combination from the right insurer(s). Real value of bundling, for both customers and insurers, resides in the core building block of the product which is the individual coverage. It is becoming vital for the insurers to gather the customer’s information, assess the risk for the customer, build the right coverage mix, and suggest customized products based on the customer’s risk profile. Insurers need to now move towards delivering real value for both the customer and themselves. The approach is to introduce an industry-wise move from being a “build-to-order” to a “customize-to-advice” service provider.