Florida Insurance Commissioner Kevin McCarty has, in an official memorandum, directed all insurers to stop setting insurance premiums on the basis of consumer characteristics unrelated to risk – so-called “price optimization.” Commissioner McCarty’s memorandum explains that “the use of price optimization results in rates that are unfairly discriminatory and in violation of … Florida statutes,” because Florida law, as in other states, requires that insurance rates be based on expected risk and not what the market will bear.