Every day, our clients use our data to make important commercial decisions.
They monitor competitors, track market movements, review pricing performance, identify emerging opportunities and respond to changing market conditions. The dashboards and reports they rely on represent the final stage of a process that begins long before the first quote is collected.
Trusted market intelligence isn't created overnight. It's built through years of learning, continual refinement and a deep understanding of how markets behave. Over the past two decades, we've continually evolved our methodology to keep pace with changes in the insurance industry, improving the quality, accuracy and depth of the insights we deliver.
Here's a look behind the scenes at how we do it.
Reliable market intelligence begins with reliable source data.
Our pricing intelligence is built using genuine consumer risk profiles from our proprietary consumer research panel, Viewsbank. Behind every risk we run, a real person has explicitly consented to take part in insurance pricing research, providing authentic names, addresses and risk information that reflects real customer journeys.
As insurance pricing has become increasingly personalised, authentic consumer data has become even more important. Using real consumer profiles helps ensure the data reflects how customers genuinely experience the market, providing a stronger foundation for pricing analysis and competitive benchmarking.
One of the questions we're asked most frequently is how many consumer profiles we use.
The answer is that we have access to around 90,000 active consumer risk profiles, giving us the flexibility to spread collection across a much broader population.
That scale delivers benefits far beyond the headline number. Using each profile less frequently reduces the likelihood of repeated quote activity influencing insurer pricing, while maintaining meaningful day-on-day comparisons. It also allows us to monitor the market continuously without relying heavily on the same group of consumers.
For pricing teams, that means a more stable, representative dataset that provides a clearer picture of genuine market movements.
Collecting large volumes of data is only valuable if the data accurately represents the market it's intended to measure.
Our risk baskets are designed to reflect the insurance quoting population across a wide range of characteristics, including age, geography, claims history, vehicle and property characteristics, occupation and payment preference. They are reviewed, refreshed and refined regularly to ensure they continue to represent today's insurance market.
This ongoing calibration means clients can interpret market movements knowing they're based on a representative view of the market rather than changes within the sample itself.
Insurance markets change constantly.
Premiums move, insurers adjust their appetite, new products launch and competitive positions shift. Creating a meaningful view of the market therefore depends on capturing data under consistent conditions.
We collect pricing across the UK's four major price comparison websites on the same day, alongside extensive direct insurer coverage, creating a reliable snapshot of market conditions at a specific point in time.
That consistency provides a strong foundation for trend analysis and like-for-like comparisons over time.
Every quote collected passes through rigorous quality assurance before it reaches our clients.
Automated systems monitor unexpected premium movements, significant changes in quotability, inconsistencies between channels and other indicators that warrant investigation. Those alerts are then reviewed by our experts who apply context, judgement and market expertise before the data is released.
The process is designed to ensure the intelligence our clients receive reflects genuine market behaviour and provides a reliable basis for decision-making.
One of the greatest strengths of a robust methodology is the visibility it creates.
Our experts don't wait for monthly reports to tell them something has changed. They're monitoring the market every day.
Every data point collected presents another opportunity to understand how the market is evolving. Pricing movements, quotability, competitiveness and insurer behaviour are monitored continuously, allowing us to identify subtle changes that could have a commercial impact on our clients.
That might be a competitor quietly reducing its appetite for a particular customer segment. It could be a noticeable change in quotability that suggests an insurer has adjusted its underwriting strategy. Sometimes it's a new entrant steadily improving its competitive position. On other occasions, it's an established brand becoming unexpectedly competitive, increasing the likelihood of winning more business than intended within a particular segment or creating pressure across a client's competitive footprint.
Because our analysts are monitoring the market every day, they're able to identify those signals early, understand what they mean and share that intelligence before our clients have had a chance to make their morning coffee.
For our clients, that means more than receiving data. It means having another set of experienced eyes on the market, constantly looking for the opportunities, risks and emerging trends that could influence commercial performance.
The insurance market never stands still, so neither does our methodology.
Consumer behaviour changes, distribution channels evolve, insurers refine their pricing strategies, and technology creates new opportunities to improve both data quality and analysis.
We continually review our risk baskets, refresh our consumer panel, invest in quality assurance, enhance our analytical capabilities and refine our collection processes so our clients continue to benefit from the most accurate and relevant market intelligence possible.
We're equally committed to being transparent about how we collect, validate and maintain our data because understanding the methodology behind the insight helps clients get even more value from the intelligence they receive.
Every pricing decision carries consequences.
Some influence competitiveness, others affect profitability, growth or underwriting performance. The quality of those decisions depends on having a clear understanding of what's happening across the market.
Turning vast amounts of information into meaningful intelligence requires more than technology or large datasets. It requires experience, continual refinement and a methodology that's evolved alongside the market itself.
Over the past two decades, we've built a process that allows us to monitor the market continuously, recognise meaningful change as it happens and understand what those changes mean for insurers.
Our clients don't just receive data, they benefit from a team that's watching the market every day, identifying the opportunities, risks and competitive shifts that matter most to their business.
That's the difference between collecting data and delivering market intelligence.