Vertical insurance market specialization is provided where policies can be created based on granular information related to actual usage of an object. The information can be received in real time or near real time, and specific market definitions can be created based on the information. Insurance companies can bid on specific market definitions, and an owner of the object can select coverage. In cases of automobile insurance, route information or other sensed parameters (such as driving behavior) can be provided to define an insurance market for a specific driver. Allowing companies to bid on the specific instances allows for increased competition and lower cost than current blanket solutions.