Sure they don't sell it, just like Google and FB don't sell their data to advertisers. They package it in a way where they can auction a derived data set (often

Sure they don't sell it, just like Google and FB don't sell their data to advertisers. They package it in a way where they can auction a derived data set (often via advertising) or charge subscription fees to access some version of it. They don't have to give up the core data asset to be useful to insurance companies in this case. They just have to do something like give people a health score or something similar.