Panelists at the Insuretech Connect conference at Mandalay Bay in Las Vegas this month claimed embedded insurance is the hottest topic in the insurance industry right now.

While opinions may vary, it was almost certainly the hottest topic at the conference this year. Just don’t tell Keith Moore, co-founder of the new InsurTech Embedded Insurance, which Carrier Management previously reported has a trademark on that term. (Moore, who also attended Insuretech Connect this year, has said the trademark is actually just for marketing purposes, and they won’t be keeping anyone else from using it. “We’re proud of [the trademark], but we’re not going to be jerks about it,” he joked.)