That's a really good take but the reverse can also happen - my last company was an insurance company in the UK who's job was selling insurance... now they fully

That's a really good take but the reverse can also happen - my last company was an insurance company in the UK who's job was selling insurance... now they fully accept (with the way insurance is sold almost entirely online and with bringing rapid product and website changes to the market as fast as possible) that they are now a software development and data company who's end goal just happens to be selling insurance.