Markerstudy Distribution’s Agile Real-Time Pricing Transformation

Industry

Introduction

Markerstudy Distribution faced a growing challenge in managing the high volume of RTP requests while also driving project-based improvements. To bridge the gap, they turned to NashTech for a technical team that could provide both executional support and strategic enhancements.

Background

Markerstudy Distribution (MSD) is a division of Markerstudy Group. It operates as a UK broker and provides a portfolio of insurance products across its own and partner brands including, Co-op Insurance, Swinton, Carole Nash, and Purely Pets Insurance.

MSD has grown significantly through acquisitions, expanding its portfolio and increasing its data complexity. Continuously seeking technological advancements, MSD uses Real-Time Pricing (RTP) to adjust pricing and increase its competitiveness in the market.

About Real-Time Pricing

RTP, developed by CDL, is an insurance software that sits between the quoting and policy stages, allowing brokers to adjust pricing in real-time. It processes incoming quote data through complex algorithms, applying predefined rules to trigger actions based on specific criteria. This enables insurers to quickly adapt pricing strategies, ensuring competitiveness and responsiveness to market trends.

One key function of RTP is processing thousands of insurance quotes daily. The system analyses multiple data points—customer demographics, vehicle details, and pricing trends—allowing insurers to track conversion rates and compare them with historical performance. If a profitable segment, such as long-term multi-year policyholders, experiences a dip in uptake, MSD can identify a need to enhance competitiveness.

The Challenge

MSD had the RTP toolbox but required the expertise and people-power to implement its expanding set of rules defined by its analysts and commercial pricing teams. With limited onshore resources to support the company’s rapid growth and an increasing number of brands to manage, overseeing the RTP pricing needs across the entire group became a complex challenge. Balancing RTP requests, ongoing operations, routine maintenance, and business-as-usual (BAU) tasks while driving new project work demanded additional resources to handle the growing workload effectively.

“We were at a point where there were BAU backlogs across the business and it became just unmanageable with the staff that we had. Add to this the project work and suddenly, our onshore team was at full capacity.”
Jason Bloor, Broker Systems Consultant at MSD

The Solution

MSD faced a growing challenge in managing the high volume of RTP requests while also driving project-based improvements. To bridge the gap, they turned to NashTech for a technical team that could provide both executional support and strategic enhancements.

Seamless Execution and Collaboration

Now, NashTech plays a crucial role in implementing MSD’s pricing and underwriting rules. The team efficiently manages business requests, whether through data modifications or software code updates, ensuring a smooth flow of work.

Delivering Real Impact

To drive these improvements, NashTech provides:

Software Rule Updates – Developers refine pricing and underwriting logic within CDL’s system.

Data Tweaks – Direct modifications within datasets fine-tune pricing without requiring code changes.

One major breakthrough came when NashTech developed an automation tool to streamline testing. A significant rule change previously required nearly 700 tests, a process that would have taken 2.5 days manually. With the new automation tool, testing now takes just 45 minutes—an enormous leap in efficiency.

Preventing Costly Errors

Another challenge MSD faced was the frequent need to upload massive spreadsheets containing crucial pricing data. These spreadsheets, managed by the onshore team, often contained errors—such as duplicates, blank rows, or unexpected characters—which led to system failures almost every month.

NashTech responded by developing a spreadsheet checker, an intelligent tool that detects potential issues before upload. Since its implementation, error-related incidents have drastically decreased, improving efficiency, accuracy, and the overall perception of the process within the business.

“The collaboration between our onshore and offshore teams has not only improved the stats, figures, and efficiency, but it has also changed the perception within the business. The directors and C-suite now see that RTP isn’t as challenging as it once seemed.”
Jason Bloor, Broker Systems Consultant at MSD

By combining technical expertise with automation and proactive problem-solving, NashTech has transformed the way MSD operates its RTP.

Clearing the Backlog & Reducing Pressure

When NashTech started working on the backlog in early December, the results were immediate. Outstanding tasks saw a steep decline, easing the burden on MSD’s internal teams.

“Previously, the backlog had reached nearly 80 rules a week, but it now fluctuates between just 10 and 15 per week. NashTech’s support in handling both project work and BAU has relieved the pressure, allowing the onshore team to focus more effectively.”
James Lyons, RTP Manager at MSD

With the backlog under control, MSD can now shift its focus toward higher-value strategic initiatives.

Scaling & Innovating for the Future

The efficiencies gained with NashTech’s support are already proving invaluable.

“This has been one of the most impactful improvements we’ve seen. The benefits from NashTech’s work are already clear, and over the next 12 months, we have a rollout plan to extend this across all brands and insurance policy lines. As we scale up, we’ll see these efficiency gains across the board. NashTech has also allowed us to focus on R&D—exploring innovations we’ve never had the capacity for before. The biggest wins are in both the data and the significant time savings we’re now achieving.”
James Lyons, RTP Manager at MSD

By streamlining processes and freeing up internal resources, MSD can now implement changes quickly, directly influencing business performance. Adjustments to pricing strategies and underwriting rules happen in real-time, allowing MSD brands to win or retain more customers as needed.

Increased Agility & Market Responsiveness

Jason highlighted the transformation:

“It’s been really good. The volume of BAU has come down, we’ve done more work in the project space, and we’ve got a bigger team. We’re on top of everything now.”
Jason Bloor, Broker Systems Consultant at MSD

The Benefits of MSD’s Responsive Pricing Approach

With NashTech’s support, MSD’s pricing strategy has evolved into a dynamic and highly responsive system, offering key advantages:

Market Responsiveness – MSD brands can react quickly to market trends, adjusting strategies when sales decline within key demographics.

Dynamic Pricing Adjustments – Fine-tuning prices based on real-time data ensures competitiveness without delays.

Revenue & Sales Optimisation – Smart pricing strategies help maximie sales and profitability.

Agility & Speed – Rapid decision-making allows MSD to adapt quickly to changing market conditions.

Enhanced Competitiveness – More effective pricing strategies attract and retain the right customers, reducing churn.

With NashTech as a strategic partner, MSD has not only improved operational efficiency but also unlocked new opportunities for growth and innovation.

James added:

“The speed at which the NashTech team learns is one of the most impressive things we’ve seen. We’ve had many people join our UK teams over the years, but what stands out here is how quickly they adapt with minimal hand-holding. Despite only having limited daily interaction, they independently explore our code, investigate issues, and come back with well-structured questions. Their ability to learn on their own and set up efficient processes is a true testament to their capability.”
James Lyons, RTP Manager at MSD

Need our help?

Looking to extend your onshore team, achieve more, and drive real business impact? NashTech can help you streamline operations, reduce backlogs, and unlock new opportunities for innovation.

Let’s talk about how we can support your growth. Get in touch today.