The purpose of this article is to review and summarize the papers published in The Geneva Risk and Insurance Review in 2009. Asymmetric information, adverse selection and moral hazard are the keywords in several papers in this volume. These papers highlight how applied research in insurance could help understand the behaviour of policyholders and have important implications for the insurance industry. This is an important issue in insurance and the papers summarized in this article raise some interesting potential empirical research questions and call for a behavioural research approach applied to insurance, a field that could be defined as behavioural insurance.