And to think it was made illegal for companies to offer an artificially high price when a lower price was available.
So there has been some interesting ways around this that the industry has come up with.
You'll notice a lot of insurers have launched a new product in the last 12 months - something about this product will be unique compared to the other covers that it offers. Because this new product doesn't have a back book, they're able to offer far more competitive pricing on this for new business quotes, because they don't need to price match it for renewals, since it has no existing customers to offer renewals to. You can only ride this train for so long, as by Year 2 / Year 3 this product will have a sufficient back book so you can't afford to continue to price aggressively.
Broker networks are also doing similar things but instead of differentiating the product they're just spinning up new brands to achieve the same result.
This won't last, FCA/PRA are already wise to it.