P&C specialist reports that Personal Lines carriers are increasingly turning to product bundling strategies to defend their market share and margins. Bundling Home and Auto isn’t innovation. It’s a distraction.
It’s a distraction.
Carriers are slapping their strongest product onto their weakest and calling it synergy. But bundling isn’t a fix. It’s a mask. And when Auto is bleeding and Home’s carrying the weight—or vice versa—all you’ve done is tie a sinking ship to a floating one. The outcome is inevitable.
Yes, bundling can be smart. It drives up total premium. It softens volatility with some correlated risk. It creates stickiness—customers with two policies stay longer and switch less. That’s real value.
But let’s be clear: bundling only works if both products are strong.
If you’re using one to hide the losses of the other, you’re not optimizing—you’re subsidizing. And that’s a margin killer.
Here’s the truth: carriers aren’t struggling because they bundle. They’re struggling because their core product performance is weak. And instead of fixing the foundation, they’re gift-wrapping the problem.
Fix the risk. Then bundle the value.
That’s how you win.
At VeracityID, we help you do exactly that.
We give carriers real-time tools to detect and eliminate bad risks before they ever hit the book—at Point of Sale, at Endorsement, and through the full policy lifecycle.
Better risk. Stronger products. Smarter bundling.
Because patchwork isn’t a strategy. Performance is.
