The Hood Group are insurance data and technology specialists that work with start-ups, consumer brands and insurers, to help them find and deliver innovative business models, new products and deeper engagement with customers. The company was started by Chief Executive Simon Hood's father in 1983, with Simon joining the business in 1989 to set up the sales and marketing department. In January 2017, they launched their Innovation Lab in London, that is available for staff to use freely and even take their dog along for the day! People attend the lab to take part in hackathons, team meetings and away days to really experience the creative culture. The Innovation Lab and Hackathons give staff opportunities to work on a business challenge for two days, often in an area that will disrupt the insurance market. Participants have access to internal and external mentors to provide advice and then present their concept to a judging panel.