Customer Lifetime Value Pricing

CAS Ratemaking Working Group  ·  Bi-Weekly Call #1  ·  Phase 1 — Literature Review & Framework Design
Thu Jun 18, 2026 · 4:30 PM EST
Researcher: Pramod Misra (5G Vector)
CAS staff: E. Smith · H. Davis
POG: Mondello · Robinson · Paik · Werner · Kozlowski

Completed since kickoff (Jun 9)

SETUPOfficial CAS plan adopted as canonical schedule; repo + QA gate live (pytest/ruff/mypy green); AI-usage log maintained.
PHASE 1 ✓Literature review done.
  • 16-paper corpus retrieved + annotated synthesis, mapped to every toolkit module
  • 4 streams: customer-base valuation · insurance survival · multi-state churn · BTYD/ML
PHASE 1 ✓Framework drafted.
  • Formal multi-horizon CLV definition:  CLV = Σ S(t)·[P−L−E+X]/(1+d)t
  • Annuity analog (cohort + uncertainty bands); model taxonomy
  • Actuarially-justified vs business-optimization split (filing-defensible)
AHEADPhase 2 data + Phase 3 first model.
  • Synthetic Applied-Epic-mirroring generator (auto/home/commercial)
  • BG/NBD CLV model built & tested — the hybrid headline's probabilistic base
  • Native, auditable implementation (no fragile dependencies)
NEXT 2 WKSPareto/NBD + Cox/AFT survival · first worked notebook · calibrate to the ~$4,890 worked example.

Framework questions for POG input

  1. Horizon basis — residual (future renewals) vs total CLV incl. current term?
  2. Reporting grain — cohort + uncertainty bands vs per-customer point estimates?
  3. Discount rate — prescribed/regulatory, risk-free+margin, or sensitivity-only? (8% in proposal)
  4. Cross-sell value — excluded from rate indications in all target states, or only NY?
  5. Hybrid model — how to weight interpretability/defensibility vs accuracy in the ML layer?
  6. Expense & loss — single expense ratio vs split; losses ultimate vs incurred?
  7. Lines of business — separate models per line vs pooled with line covariates?
  8. Regulatory depth — proxy set & rigor for CA Prop 103 / CO SB21-169 disparate-impact testing?
  9. Calibration — reproduce the ~$4,890 5-yr worked example as a validation target, or illustrative?
This research project has been funded by the Casualty Actuarial Society.