Established brand
Customer base
Funding
Existing data
Perceived safety
Regulatory approval
Agile and innovative
Customer-centric
Low-cost base
Cloud-based
Next generation system
API driven
Micro services
Best-of-breed technology
Customer centricity
Freedom to operate
Venture discipline
EXISTING FIRM
DIGITAL CHALLENGER
GREENFIELD BUSINESS
![](http://media-s3-us-east-1.ceros.com/oliver-wyman/images/2019/01/10/4b75e063ea5da04edf98f99282771c75/asset-3.svg)
Established brand
Customer base
Funding
Existing data
Perceived safety
Regulatory approval
EXISTING FIRM
DIGITAL CHALLENGER
GREENFIELD BUSINESS
Agile and innovative
Customer-centric
Low-cost base
Cloud-based
Next generation system
API driven
Micro services
Best-of-breed technology
Customer centricity
Freedom to operate
Venture discipline
Exhibit: INTRODUCING GREENFIELD
Source: Oliver Wyman Analysis