The issue is that the current players are unable to solve that part properly.
In my country, it was impossible to book a cab with an app before uber came.
Yesterday, I tried knowing if my insurance covered some dental cost, and I was unable to sign up or login on the website, I had to call a human to book an appointment to a brick and mortar store. This is the biggest insurance provider in a western european country. I'll take the new "startup" as soon as it comes, just because they make 80% of what I need convenient enough. They can deal with the remaining 20% later, currently my 80% needs are not served.