CD,
Contradict myself? It happens, but not this time, I don't think. however, you have asked a pretty big question. The following is long, and boring, but you asked. I have over simplified and paraphrased.
>>If the underwriters are setting the rates why don't we get a decent accurate quote for the risk first time every year?
You do, but perhaps not the final figure. However, let me over simplify.
Let us assume that there are only two types of people; the one who shops around and the one who doesn't. As a business I wish to get the most money I can. Therefore, why don't I change the non-shopper full whack, say £100, because in this case I have no competition. Whereas for the "Shopper" I am clearly in competition with everybody else, so perhaps I better charge him £80.
However, how do I know which is which? Well, perhaps I give everybody the non-shopper rate of £100, and when the shopper rings to complain or get a requote, then I give him the shopper rate of £80. That way I am only giving the shopper rate to those of my clients who are shoppers, perhaps 20% although it depends on many things, and I maximise the revenue from my non-shoppers, perhaps 80%, by charging them the full rate.
And that "shopper discount" is not worked out on the fly, there is already an underwriting approach that says "normal discount is 10%, but you may go to 20% if this factor is true and 25% if this factor is true.
Now, if my client base became 95% shoppers, then I will give them all the shopper discount because that’s my selling point.
Consequently, a bucket shop is cheaper because nobody expects differently, and everybody who goes there is seeking a deal, and so the percentage of shoppers is higher.
However, for what is perceived to be a high-class insurer, less of my clients will be shoppers so I can charge them more.
The final piece is that the same advertising which encourages potential clients to get a quote from you, is the same advertising that convinces existing customers that you’re still cheap.
However, then one has to be a little circumspect with making new customer offers conspicuous when viewed by a renewal client.
Then one needs to understand the cycle. A broker may well adopt different tactics towards the end of the month if he feels his sales are low. However, he is selling a product with a known cost (to him).
For the insurer, the total cost of that product is an estimate (claims etc.).
So the broker is dealing with a monthly sales cycle subject to weather, renewal dates, etc. etc. but is selling a product with no implications.
The Insurer is selling a product where it will take him up to a year to know whether or not it was a good deal.
A broker has no need to work out long term trends beyond his sales cycle. He just flexes his commission and admin charges as he feels the need.
An Insurer needs to know over a longer period what is going on, and take more measured steps with implications.
A broker has a target customer - anybody who lives within his catchment area.
An insurer has a complex target customer because an insurer has to balance his portfolio across a risk/reward/revenue model. And not just for making money, but that's what his financing is based upon. So if his risk profile changes, it can have significant impact on his financing.
Consequently, taking on a new customer has to be thought about. You can't just go offering cheap premiums because it’s the end of the month, you need to think about who your attracting.
One can gain revenue from pretty much any risk profile, but one makes money from the financing and investment of that revenue prior to paying out claims. And that will all be based on that profile.
Consequently insurers split their business up to show different personalities to the public and handle different risk profiles.
Insurer a) may be targeting very low risk cases allowing them finance and invest differently.
Whereas Insurer b) may be basing his business model on slightly higher risks and Insurer c) on raging nutters.
It used to be that ONE Insurer adopted ONE profile. These days the insurers see the advantages of having many funds and many faces.
Hence the reason that one real insurer may be the parent of several virtual insurers allowing a more granular approach to risk management and the opportunity to customise marketing approaches.
Consequently someone with a non-fault accident may not sit within the profile of a), but may well suit the profile of b) or c).
Finally an insurer may need to rebalance his portfolio. He will do that by selectively making types of risk more or less attractive to obtain more or less of that type of business.
That is why sometimes things look like anomolies, but in fact are accidents of timing.
Last edited by: No FM2R on Fri 26 Oct 12 at 14:42
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