Yeah, it’s a good point and good timing. In our industry, we’re three quarters of the way into the year, but we typically get the data from right now, for example, the first two quarters that data is in. But to take a step back throughout Covid, so from 2020 to end of 23, we talked about the hard market and prices increasing, returns being very low or negative for the insurance industry. And so there’s a very select few groups that would’ve fared through that time to say, my pricing was relatively stable. And those would be very small simple accounts typically. But then we talked about the value of, okay, even though pricing is going up, there is still discounts or there is still room.
So do you want to be on the far negative end where you’re saying, well, my premium has doubled or tripled, or do you want to say, although I’ve received an increase, it’s only 15% because I’m putting in the work? So we talked about again, what happened from 2020 to end of 23, and the result of that is that end of 2023 was a very strong year for return on equity in the insurance industry. It well above three and five year averages. So they would say this stance, this pricing, these rate increases have worked, industry wide.
So you say, great, okay, so what happens now? So they’re making more money. Are we going to see prices come down? And the answer really is no, not necessarily. So now we’ve got banks cutting interest rates, and we’ve talked about this in the past where the insurance industry is very reliant on banks’ rate of return. Why? Because they take all your premium and it doesn’t just sit somewhere, they invest it. So then they say, okay, so we have pricing where we want to be. We’re growing, however low returns is going to impact our returns. So now you say, well, we’re going to deviate, so we’re going to deviate from our higher pricing. We got to get into growth mode, we got to get more on the books. So that’s great for the consumer because we have insurance companies saying, go get new business, not at whatever cost, but certainly they are out trying to get new business.
And then we have a third factor though that’s going to impact all of that. And then I’ll get to the point because we’ve got catastrophic losses throughout North America, Canada certainly, but North America wide as well. And so you say, okay, now we have to grow because the returns aren’t great, but we’re actually paying out a ton of money in these natural catastrophes, so we still have to grow. We still have to get the returns up. We don’t want to go back to where we were. So they are going to be very selective in who gets the real discounts, the deep discounts, I can’t believe it type stuff. And so you want to put in the work. You need your story told effectively to be that customer, not the one on the outside looking in saying, well, I really haven’t seen a change at all despite all these markets being in growth mode. So you have to put in the work because they’re still concerned about all the money going out on the backend for these catastrophes.