There is no promising success for insurers without customer satisfaction. Economic downturns and competition create increasing obstacles for the insurance industry. In the age of AI, companies rapidly adopt emerging advanced technologies to optimise their growth strategies. This thesis examines how data analysis and machine learning can help in policy cancellation prediction. The goal is to provide insurers with actionable insights for creating proactive retention practices and winning customer loyalty. This study analyses over 7,300 policy records from a real insurtech startup that serves as a digital intermediary between insurance companies and clients. The startup provides a simplified and smooth experience to get the right coverage.