Every year, UK motorists are asking the same question: “Why does my premium keep rising when I’ve never made a claim?”

For insurers, it’s an uncomfortable truth. Customer trust in pricing fairness is eroding, and it’s costing more than reputation. It’s hitting the bottom line.

The insurance sector has long grappled with the delicate balance between risk, reward, and fairness. But in an era of real-time data, comparison site transparency, and heightened consumer expectations, the old pricing models no longer tell the whole story. Insurers risk mispricing, losing their most profitable customers, and unknowingly taking on the wrong risks, all because they’re missing the behavioural data that reveals how people really buy insurance.

The path to profitability isn’t simply about lowering prices, it’s about pricing fairly and accurately. And that’s only possible with deeper data intelligence.

Why Fairness Is a Financial Strategy

Traditional rating models still rely heavily on static data points – age, postcode, occupation, claims history. Those indicators paint a partial picture of risk, but they overlook the most telling factor of all: behaviour.

Every year, millions of insurance quotes are generated across comparison sites and insurer portals. Hidden within those quotes is a wealth of behavioural insight – how customers alter their details, when they shop, how frequently they resubmit, and how consistent their information remains.

These patterns separate the reliable from the risky, the loyal from the opportunistic. They tell insurers who’s genuinely low-risk and who’s gaming the system. Ignoring that insight means overpricing good customers, underpricing bad ones, and watching profits drain away in claims and churn.

From Data to Decision: The Role of Quote Intelligence

That’s the challenge Percayso Quote Intelligence was built to solve.

Quote Intelligence (QI) gives insurers a complete view of every quote a customer submits, across brands, products, and channels. By analysing both real-time and historical data, it reveals hidden behavioural signals such as “fronting,” “flipping,” or inconsistent quote details that distort risk assessment.

The result is a level of visibility that allows insurers to reward transparency, detect manipulation before policy inception, and target the right customers with the right price.

Powered by Percayso’s Intelligence Hub, QI processes 20 times more data than traditional systems, transforming fragmented quote records into actionable intelligence. The outcome? Fairer pricing, cleaner books, and stronger margins.

The Commercial Case for Fair Pricing

Fair pricing isn’t a compliance exercise. It’s a growth strategy.

When customers feel they’re being treated fairly, they renew. They stay longer. They claim less. Retention rises, acquisition costs fall, and the portfolio strengthens.

At the same time, identifying and rejecting manipulative or loss-making behaviour early prevents poor risks from ever entering your book. Each avoided claim and each retained loyal customer directly contributes to bottom-line growth.

Put simply, fairness pays.

Percayso Quote Intelligence helps insurers achieve that by marrying fairness and performance, using behavioural data to ensure that every policy written is a profitable one.

A Smarter, Fairer Future

As regulation, competition, and consumer expectation continue to reshape the insurance market, the winners will be those who see fairness not as a challenge, but as a competitive edge.

By adopting data-driven fairness, insurers can rebuild trust, reduce losses, and strengthen profitability simultaneously.

Percayso Quote Intelligence gives them the insight to do exactly that. To see every quote, every change, every signal of risk or opportunity and to turn that understanding into smarter underwriting decisions.

Because in modern insurance, fair pricing isn’t just good ethics – it’s good business.

To find out more, go to: https://www.percayso-inform.com/lets-talk/