So Leftley tried again, changing both the product and the way he reached potential customers—offering them free insurance through their mobile phones. People could sign up without paying any premiums; they simply had to buy a certain number of extra minutes. They could keep earning this insurance by renewing the purchase each month. When a customer buys the required minutes, the telecom company pays his or her premium to both MicroEnsure and the partner insurer. Over time customers are offered additional insurance products, such as “double cover” (for a spouse) and “family cover,” which cost extra—from three cents to $1 per month, with payment collected through their phones. Revenue from the supplemental plans is split among MicroEnsure, the partner insurer, and the phone company.