This insurer also exemplifies how algorithmic biases can become regressive social forces. From its name to its site design to how its telematics technology is implemented, Drive Like a Girl is essentializing what “driving like a girl” means — it’s safe, it’s pink, it’s happy, it’s gendered. It is also, according to this actuarial morality, a form of good citizenship. But what if a bank promised to offer loan terms to help someone “borrow like a white person,” premised on the notion that white people were associated with better loan repayments? We would call it discriminatory and question the underlying data and methodologies and cite histories of oppression and lack of access to banking services. With automated, IoT-driven marketplaces there is no room for taking into account these complex sensitivities.