Pricing strategies are pivotal in insurance, particularly in personal lines. With so many quotes, policies and claims to consider, insurance companies must continuously refine and innovate their approaches. 

Pricing optimisation involves finding the most suitable price for a product or service in order to maximise revenue and profit. 

It entails analysing multiple factors, such as market demand, competition, production costs and customer behaviour, to identify the most effective pricing strategy. The aim is to strike a balance that optimises value for business and customer. 

During the pricing process, we evaluate the cost and likelihood of selling a product at various price points. The product of these factors represents expected profit. The price is then set at the point at which we anticipate achieving maximum targets. This concept is depicted in Figure 1, where a smoothly declining demand curve is shown in green.