PwC urges flexible pricing amid inflation, tariff pressures
Joy Agwunobi
As inflationary pressures and global trade tensions continue to reshape the economic landscape, PwC has urged insurers to adopt dynamic and flexible pricing strategies to safeguard profitability while staying competitive.
In its recent report titled “Navigating Inflation and Tariffs: Why Flexible Pricing Strategies Are Critical for Insurers,” the professional services firm warned that inflation and potential tariffs could significantly disrupt underwriting models, pricing mechanisms, and overall insurance performance.
The report outlines that while inflation inherently drives up exposure bases leading to higher premiums when rates remain unchanged—market realities tell a more complex story. Some lines of business are experiencing rate softening, a situation where insurers are insuring more exposure at lower rates. According to PwC, this trend presents a clear profitability risk, as insurers are essentially writing more business without a corresponding increase in premium income.
“Inflation increases exposure bases, which increases premiums if rates remain constant. But if rates soften, that means more exposure is being quoted at a lesser rate, which is an obvious risk for overall insurance performance,” the report noted.
PwC highlighted that the prospect of new tariffs, especially those linked to trade policy shifts—could further intensify inflationary pressures. The ripple effect of such changes, especially in sectors dependent on imported goods like construction and automobile manufacturing, could exacerbate the cost of claims, putting additional strain on insurers’ reserves and operating margins.
However, the firm noted that insurers are not without recourse. Drawing lessons from how global businesses restructured their supply chains during earlier tariff increases, PwC emphasised the need for insurers to recalibrate their risk models and product strategies to align with changing economic conditions.
“Insurers can adjust risk models and coverage strategies to account for alternative sourcing and pricing changes,” PwC stated. “If new tariffs drive inflation, the impact on insurance claims could be softened by businesses absorbing costs, adjusting production locations, or securing exemptions.”
The report provided a sectoral breakdown of how inflation and tariffs may affect different insurance lines. In the personal lines market—particularly auto and property insurance—PwC warned of intensifying cost pressures. Persistent inflation, coupled with potential tariffs on auto parts and construction materials, could drive claims costs higher even as insurers are pressured to keep premiums flat or reduce them to retain market share.
“If inflation persists, carriers will likely face significant price pressure, forcing them to either hold rates steady or even reduce them. However, with tariffs on construction and automotive materials and products, the cost of claims payouts will increase further,” PwC explained. This dual threat, the report warns, could deplete insurers’ reserves and impact long-term profitability, particularly if carriers fail to align pricing with the broader economic environment.
Meanwhile, the commercial insurance sector—especially specialty underwriters covering infrastructure projects faces its own unique set of challenges. PwC highlighted potential fiscal policy shifts at municipal and state levels, including new taxes on domestically produced goods and services. Such measures could reduce public revenue, threatening the viability of infrastructure projects and increasing the likelihood of defaults on surety bonds.
“The commercial underwriting space could experience a major shift if municipalities and state governments implement taxes that apply only to goods and services produced within the United States,” the report noted. “As raw material costs ranging from oil and natural gas to timber and minerals—continue to increase, public budgets may become increasingly strained, raising the risk of defaults.”
Ultimately, PwC’s analysis drives home the point that flexible pricing is no longer optional but a strategic imperative for insurers aiming to thrive amid uncertainty. The firm stated that insurers must invest in dynamic price optimisation, adapt supply chain assumptions within their models, manage tariff exposure proactively, and even consider private equity as a buffer against market shocks.
Additionally, the firm recommended that insurers engage in scenario planning and economic modeling to prepare for medium- and long-term shifts. “Price optimisation in insurance is not just about responding to market conditions in real time,” PwC stressed. “It’s about preparing for the medium-term effects of macroeconomic trends such as inflation, tariffs, and supply chain disruptions,” adding that by tailoring their approaches to the specific vulnerabilities of each sector—be it personal lines or commercial underwriting—insurers can better navigate the turbulence of inflationary pressures and shifting global trade policies.