In soft markets, what typically happens to pricing?

In soft markets, pricing typically decreases due to an excess supply of insurance coverage relative to demand. This competitive environment leads insurers to lower premiums in order to attract more customers. Insurers may reduce prices to maintain market share or because they are trying to fill capacity, particularly if they have abundant underwriting resources and are less concerned about potential losses.

Additionally, lower claims frequency and strong financial performance in previous years can allow insurers to pass on savings to policyholders. As a result, customers often experience lower premiums, making it a favorable situation for those seeking insurance. The market conditions in soft periods encourage aggressive pricing strategies, thus leading to a decline in rates.