A computer system or computer-implemented method may provide incentives to an insured customer for receiving sensor data indicating risk-reducing and risk-increasing behavior during the policy term. In-vehicle sensors or other devices may gather information about the vehicle and its use during the policy term and send the information to a back-end system for analysis. Based on this analysis, the back-end system may determine that the received information is indicative of risk-reducing or increasing behavior. Upon confirmation that the information indicates risk-reducing or increasing behavior, the back-end system may perform one or more actions defined by a set of rules to establish an incentive or disincentive for the customer corresponding to the behavior. For example, the system may modify the customer's insurance policy data, send an e-mail, letter, gift card, coupon, points, or other incentive or disincentive for the customer based on the analysis.