Consumer Intelligence has launched a new pricing service for general insurers which it says brings transparency to the market and enables carriers to better see exactly how the machine learning technology generates its outputs. Consumer Intelligence said ‘black box’ AI, which generates pricing decisions but does not allow users to see what factors it considers or how it weights these factors was not the best approach.

Ian Hughes, CEO of Consumer Intelligence, said: “In today’s hyper-competitive market, pricing isn’t just about covering risk — it’s about growth, positioning, and agility. By anchoring our models in real market data and making them fully explainable, we give insurers the confidence not just to optimise, but to compete, adapt, and lead.”

Consumer Intelligence said its new machine learning pricing service would help carriers identify pricing inefficiencies and areas of competitor weakness, them discover underserved market segments, improve margin capture by adjusting premiums with evidence-based elasticity insights and connect analytics and pricing governance via auditable models.