Since early death has been so reduced as a contingency in working life in today's most advanced economies the focus has shifted to people living through events that would have killed them - hence the rising importance of living insurances: income protection, trauma, and private medical cover.

Alongside that trend, is another, newer one: the host of businesses that have sprung up to serve people that have been through or are going through serious illnesses. These are fascinating, see BBC item about several innovative businesses. Link.