Alain Desmier is co-founder and CEO of Subcontext, an AI-native insurance distribution platform. He has spent twenty years rebuilding how life and health insurance is bought in the UK. In 2007 he launched the UK's first life insurance lead generation product, and in 2012 he founded E-Finity, a direct-to-consumer insurance marketing firm behind the Tom and Polly brands. After private equity acquired and rebranded the business, Alain and Mike Laming founded Contact State. Its customer journey technology carried over a million insurance customers a year and Verisk acquired Contact State in 2021. At Subcontext, Alain and Mike are building the conversation layer for protection: AI assistants that explain, nurture and sell inside insurer, broker and partner journeys.