Insurance Times Awards 2025: Chase Heptons spotlights AI pricing tool Percy
Chase Heptons has entered the Excellence in Technology - Broker category with Percy, its AI-driven pricing optimisation framework. The aim is simple: replace slow, manual pricing updates with daily, rules-based optimisation that improves efficiency and delivers fairer premiums.
Why Percy, and why now
Manual pricing cycles hold teams back and leave margin and customer value on the table. Alison Wood, director at Chase Heptons, says Percy tackles that head-on by automating updates across multiple product lines while keeping pricing transparent and controllable.
What makes this entry stand out
Percy focuses on scale, speed and clarity. It automates daily optimisation where many teams still operate on weekly or monthly rhythms, and it works across different insurance verticals without rework. Pricing adjustments are rules-based and explainable, which protects governance and supports customer affordability.
- Daily optimisation instead of manual, batch updates
- Adaptable across multiple product lines
- Transparent, rules-based adjustments for auditability
- Operational efficiency that translates into real savings for customers
What a win would mean
For Chase Heptons, winning would validate an AI-led approach to pricing that benefits both customers and teams. It would lift morale, accelerate investment and help expand Percy into more products and markets, reinforcing a commitment to fair, competitive and efficient insurance.
Why this matters for brokers and insurers
Pricing today is a cadence and control problem. If you can move from infrequent, manual changes to continuous optimisation within clear guardrails, you improve competitiveness without losing oversight. That's especially relevant under fair value expectations and pricing governance standards.
If you're reviewing your framework, pressure-test it against three questions:
- How frequently can we recalibrate prices safely and accurately?
- What governance ensures every adjustment is explainable and auditable?
- How quickly can we scale improvements across lines without re-platforming?
For context on pricing fairness and governance, see the FCA's general insurance pricing measures PS21/5.
Looking ahead
The awards recognise practical innovation that moves the market forward. Percy's pitch is clear: faster pricing cycles, cleaner controls and better outcomes for customers. As the finalists wait for the big night, this entry sets a high bar for how AI can be applied with discipline and real-world impact.
Building capability in this area? Consider focused upskilling for pricing, data and product teams here.
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