437: Adrian Gore discusses why and how he founded Discovery in South Africa in 1992. As the country was going through dramatic changes, Adrian saw an opportunity in the health insurance market as there was a shortage of doctors, extreme inequality, and a dramatic rate of medical inflation. Adrian set his company apart by using concepts of behavioral economics and incentives to create Discovery’s unique business model. Since then, Adrian reaped the advantages of being years ahead in behavioral data collection and has grown his organization beyond health insurance to life insurance and behavioral banking. We also discuss how Discovery went beyond South Africa and into other countries through strategic partnerships starting with expansion into the UK. Beyond that, Adrian shares his outlook and hope for the South African market.