This whitepaper examines the major pricing overhaul facing European insurers following EIOPA’s 2023 recommendation to ban price walking, the practice of raising renewal premiums based on non-risk factors. Drawing lessons from the UK’s earlier regulatory changes, it explains how insurer profitability is at risk without significant transformation. The content highlights the need for fundamental shifts across pricing, data management, systems, governance, and internal operations, as well as stronger testing, monitoring, and communication. It also explores impacts on products, sales, resourcing, and compliance, and assesses how prepared different European countries are for regulatory action.

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