A leading North American insurance company turned to APT to help test two different pricing schemes. APT's Test & Learn® software analyzed each option and informed how each impacted customer churn, revenue, and profits.

The Company

A leading North American insurance company

The Challenge

The client realized that pricing was not well aligned with customer risk levels and hoped that realigning would create a more resilient product line. The company was concerned, however, that a wholesale change in its pricing structure might lead to unexpected reactions from the customer base.

The Results

APT Test & Learn® compared Option A and Option B pricing and helped the insurer decide to roll out Option B. The system-wide profit difference between the two pricing strategies for the insurer was more than $100 million per year.

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