Major insurer AXA is partnering with Silicon Valley insurance startup Trov to launch an on-demand, mobile-first service aimed at millennials in Britain. After registering items in the app, which pulls live valuation data from its database, people can “swipe” to turn insurance on or off on that item, like they would swipe on dating app Tinder. Prices are charged by the day and customers are billed at the end of the month for whatever coverage they’ve used. Claims are also handled by a “chatbot” – an artificially intelligent chat system – in the app.