I have written often about the madness of quoting an ideal price and then disappointing the customer. Tom Allen, responsible for pricing at Aviva in the UK, provides some insight into the move to online pricing platforms that take certain aspects of medical information into account. In the end he notes that for life insurance, at least, just taking into account height and weight would deal with most of the issues:
"After all, around eight out of 10 customers get the standard rate and of those who get rated, the majority (about 70 per cent) are for Body Mass Index. Moving height and weight to the quote stage of the application process would solve a part of the problem and provide the insight we need to avoid costly mistakes in future."