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P&C insurers in California will soon be able to recalibrate their rates

The news: California released new rules meant to stabilize its home insurance market, allowing insurers to use complex computer models—also known as catastrophic models—to set rates. 

  • Effective January 2, 2025, insurers will be allowed to consider meteorological and geographic data when determining pricing, alongside historical loss data, per the LA Times. 
  • In exchange, insurers must write policies in wildfire-prone neighborhoods equal to 85% of their statewide market share and let the state review their models.

How we got here: P&C insurers have been exiting the state due to major strains on their profitability, driven by climate risks like bigger and more widespread wildfires.

  • While the direct underwriting profit across the US averages 3.6%, California’s is -13.1%
  • Earlier this year, seven of the 12 largest US insurers limited the policies they’re willing to write in California—ceased writing new policies altogether.

Insurer reactions: California Insurance Commissioner Ricardo Lara claimed there are already positive changes in the state’s P&C insurance landscape. For example, he said Farmer’s Insurance plans to expand in the state citing market improvements, per NBC News.

Our take: While these regulations encourage insurers to remain in California by providing more flexibility in pricing, insurers must balance profitability with keeping premiums affordable, especially in high-risk areas. 

Insurers will need to carefully monitor customer drop-offs resulting from price adjustments to avoid further destabilizing the market.

This article is part of EMARKETER’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one—delivering the latest news and insights—are completely free through January 31, 2025. If you want to learn how to get insights like these delivered to your inbox every day, and get access to our data-driven forecasts, reports, and industry benchmarks, schedule a demo with our sales team.

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