Behavioural Underwriting and Marketing


What are the implications of behavioural underwriting to marketers? Combining customer data with social media profile based character assessment is a new way of considering risk. Firstly, what are the challenges and implications to companies that use behavioural underwriting? Secondly, what are the commercial opportunities in matching the right product, at the right price, to the right customer? Align the marketing, underwriting and pricing teams around a customer segment, stir in 'big data' and predictive analytics and you have a recipe for competitive advantage. Behavioural pricing, or pricing optimisation has become a hygiene factor in the UK personal lines market, but wider opportunities do exist. Considering both personal and commercial, this session takes a broad look at the sources of data on offer and asks what the implications of behavioural insight are for both underwriters and marketers.

Speakers Include:

Lawrence Gosling, Group Editorial Director, Incisive Media (Chair

David Ovenden, Director, Towers Watson

Alan Newman, Psychologist, The Finance IT Network


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