Auto Insurance

Consumer Groups Applaud Colorado Commissioner for Banning Price Optimization

Colorado Becomes 15th State to Take on New Price Gouging Techniques of Some Insurance Companies

Washington, D.C. – Colorado Commissioner Marguerite Salazar issued an official bulletin to insurance companies that prohibits insurance companies from using “price optimization” techniques in rating customers, emphasizing that it is illegal and unfair discrimination to use non-risk factors when setting rates.  According to the bulletin:

These provisions evidence a clear purpose in Colorado that insurers classify risk according to actuarially supported considerations grounded in expected losses and expenses. Moreover, insurers are expected to disclose these considerations in their filings and otherwise justify their rates. Failure to do so puts insurers at high risk of violating Colorado insurance law.

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Any insurer currently using price optimization in a manner similar to that described above must submit a new rate filing to the Division of Insurance within 90 days of the issuance of this bulletin. Insurers that fail to comply with this bulletin and are later determined to be using price optimization may be subject to disciplinary action.

In addition to the clear prohibition of the use of price optimization, CFA urges Commissioner Salazar and all state insurance commissioners to explicitly bar the use of price optimization in underwriting as well.  CFA has noted that third party vendors of price optimization software have begun promoting the use of these unfairly discriminatory techniques for underwriting purposes as well as in the rating and pricing of insurance policies.

Colorado is the 15th jurisdiction to notify insurers that price optimization violates state insurance statutes that require cost-based pricing and prohibit unfair discrimination in setting insurance premiums. Maryland, California, Ohio, Florida, Vermont, Washington, Indiana, Pennsylvania, Maine, Washington, D.C., Rhode Island, Montana, Delaware and Minnesota have previously issued notices to insurers with the same message as the Colorado bulletin: utilizing non-risk related consumer characteristics to set insurance prices is illegal.

In recent years, insurance companies have begun to use “price optimization” to raise customers’ premiums based on individual shopping habits and perceived “price elasticity of demand,” which is a measurement of a consumer’s tolerance for price changes and can also reflect their level of access to other choices. Price optimization aims to determine how much insurers can increase rates for each individual customer beyond what is appropriate based on his or her risk profile.

“Most Americans are required by law to buy auto insurance and by their mortgage company to buy homeowners insurance, and it is terribly unfair and entirely illegal for insurance companies to vary premiums based on whether or not they are statistically likely to shop around,” said J. Robert Hunter, Director of Insurance for CFA and former Texas Insurance Commissioner.  “It is the obligation of Insurance Commissioners to protect consumers from this kind of price gouging, and we applaud Commissioner Salazar for her action.”

According to the consumer groups, price optimization marks a radical departure from the actuarial practice of pricing insurance premiums according to the risk of loss posed by the policyholder. The purpose of price optimization is to extract as much profit as possible from policyholders who are often required to purchase insurance policies.

“Price optimization by insurers is Big Data run amok and simply price gouging by a fancy name. Consumers are being punished for activities and circumstances unrelated to risk and without any disclosure or transparency by insurers,” said Birny Birnbaum, Executive Director of CEJ. “The state actions by 15 Insurance Commissioners are the first steps in returning insurance practices to the foundation of pricing insurance based on risk of loss.”

Contact: J. Robert Hunter, 703-528-0062; Birny Birnbaum, 512-784-7663


The Consumer Federation of America is a national organization of more than 250 nonprofit consumer groups that was founded in 1968 to advance the consumer interest through research, advocacy, and education.

The Center for Economic Justice is a non-profit organization that works to increase the availability, affordability and accessibility of insurance, credit, utilities, and other economic goods and services for low income and minority consumers.