The Challenge

A leading UK insurer wanted to better understand how its broker relationships were influencing market performance. Despite access to a wide range of internal and external data sources, they lacked a clear view of why their pricing strategy wasn’t achieving the expected competitiveness across key broker partners.

They sought to identify where there was cost-effective room to adjust prices to improve their positioning with brokers, without compromising on profitability.

Our Approach

Consumer Intelligence provided deep panel share insights drawn from our market-wide dataset, covering quote data across leading PCW & Direct channels.

Our analysis examined:

• Broker Panel Composition – how often the insurer appeared in broker panels across risk profiles.

• Price Competitiveness – benchmarking the insurer’s premiums against competitors for identical risks.

• Broker Strategy Variations – comparing how different brokers used commission and pricing flexibility to deliver varying premiums for the same insurer.

Using this intelligence, we modelled hypothetical broker panels and pricing scenarios, enabling the insurer to test how strategic pricing adjustments would influence their competitiveness and potential market share.

Key Insights Delivered

The analysis revealed that the insurer’s perceived “ideal” premiums for core profiles were no longer competitive in the live market. Their pricing strategy, while analytically sound in isolation, did not reflect the real-world behaviour of brokers and the variability introduced through differing commission structures.

Our team demonstrated how adopting a multi-segmented pricing approach, aligned to specific broker strategies and customer profiles, could improve competitiveness and panel share. We also modelled the likely outcomes of broker-level adjustments, helping the client quantify the trade-off between competitiveness and profitability.

The Outcome

The insurer used our recommendations to test targeted pricing adjustments across selected broker panels. The results helped them:

• Identify underperforming segments where pricing was misaligned with broker expectations.
• Clarify the commercial impact of pricing changes before deployment.
• Reassess profitability thresholds, ensuring future strategies balanced competitiveness with sustainable growth.

While not all proposed adjustments were deployed long-term, the project gave the insurer critical visibility into why previous strategies had underperformed and the confidence to make more informed, data-driven decisions in future pricing cycles.

The CI Advantage

Unlike traditional benchmarking tools, Consumer Intelligence’s panel share insights capture real, market-wide behaviour, showing not only where insurers appear but how and why they perform as they do across brokers.

By combining broker positioning analysis with hypothetical scenario modelling, we empower insurers to:

• Quantify the real impact of broker behaviour on competitiveness.
• Test the likely outcomes of strategic changes before deploying them.
• Make evidence-led pricing and distribution decisions aligned with market realities.

Summary

Through CI’s broker positioning and panel share insights, the client gained a deeper understanding of its true market position and the levers influencing broker-driven competitiveness. The findings informed both short-term tactical adjustments and long-term strategic thinking around distribution, pricing, and broker engagement.