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Insights: Whitepaper
Inertia in the UK insurance market
by Euan Matthews

Inertia in the insurance market – has this long-standing tactic had its day? Mark Wilson, Aviva’s ex-CEO drew much attention to this practice with his comments about the broken personal insurance market, but in reality it was already under scrutiny. This white paper examines the issues, and arrives at a thought-provoking conclusion for the post-inertia insurance market.


  • Introduction
  • The loyalty penalty
  • The symptom, or the cause
  • Resolving unconscious inertia
  • Loyalty
  • Conclusion

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