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Price optimisation for personal lines insurance 26 June 2013 Richard Brookes
© Taylor Fry Pty Ltd 2 Price optimisation Basic principle How do we calculate profit? –Conventional solution is as a constant proportion of cost (profit margin), but –By varying the profit margin for different customer segments we can take advantage of how they react to different price levels/changes –This can improve the average profit margin by around 3% of cost whilst retaining the same business volume Cost (risk, expenses etc) Profit X% of cost
© Taylor Fry Pty Ltd 3 Optimisation set-up Maximise – Average profit margin By varying –Individual policy premiums Subject to –A global constraint of the number of policies in force, and –Individual profit margin constraints for each policy, say the interval [-$50, $50] around a technical profit margin To do this we need a relationship between policy price and the number of risks in force Price optimisation
© Taylor Fry Pty Ltd 4 Price optimisation Demand model Logistic regression model of renewal rate –Policy characteristics just before renewal notice is sent out Tenure, socio-demographic information Behavioural indicators –Premium related predictors Premium increase since last renewal Premium in relation to competitor premia
© Taylor Fry Pty Ltd 5 Individual demand curves Combine the objective function, constraints, demand model and an optimisation algorithm Price optimisation
© Taylor Fry Pty Ltd 6 Portfolio results Price optimisation
© Taylor Fry Pty Ltd 7 Distribution of price adjustments Caution required - this can lead to a deterioration in the portfolio over time Tend to be less elastic These policies move to a competitor price or a point of slope change in the demand function Tend to be more elastic Price optimisation
© Taylor Fry Pty Ltd 8 Optimisation cycle Demand modelling Projection and optimisation Data collection Ongoing data collection: Renewal rates and quote strike rates Price flexing Competitor rates Customer characteristics Statistical models predicting how renewal and strike rates will change in response to price changes Projections of portfolio volume given price changes Optimal price changes to maximise profit at given portfolio volumes Price optimisation
© Taylor Fry Pty Ltd 9 The leading edge The best basic optimisation uses –Price testing and/or competitor rate deconstructions –Hold out segments to assess ongoing effectiveness –Accurate, up to date demand and risk cost models Monitoring and recalibration of these models is important Demand models must address slope and level Leading edge optimisation extends to: –Real time optimisation of new business quotes –Taking into account extra dimensions of behaviour (see diagram to the right) Optimisation taking into account each customers multiple product holdings Optimisation taking into account of the multiple brands offered to each customer Optimising over the full expected lifetime of each customer i.e. multi-year optimisation Price optimisation
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