Lost in Execution - When strategy, underwriting & execution are out of sync

Most insurers have a plan.

They’ve defined target segments. They’ve issued underwriting guidelines. They’ve rolled out new pricing tools.

But then six months later:

• The portfolio looks unchanged

• Growth is coming from the wrong sectors

• Broker relationships are strong, but only on underpriced business

What happened?

It’s not the strategy - it’s the translation

In my consulting work, I see the same thing again and again:

A strong plan at the top, strong teams at the front line…But a blurry middle.

That’s where intent gets lost. That’s where risk appetite becomes a checklist. That’s where underwriting discipline drifts; slowly and often invisibly.

Here’s how to fix it:

1. Reconnect appetite to portfolio reviews

Risk appetite isn’t just a document. It should be a lens through which you assess performance. Ask: Is the business we’re writing still aligned with the risks we want?

2. Close the loop between data and action

It’s not enough to measure exposure or pricing drift. Make it operational.

Set triggers: If X happens, we review Y. If Y drifts, we pause Z. Clear escalation builds discipline.

3. Equip underwriters with more than rules

Don’t just tell your team what to avoid; help them understand why. A well-briefed underwriter can defend a tough decision and say no for the right reasons.

4. Map execution friction

If the front line isn’t writing what leadership expects, there’s usually a bottleneck, poor tooling, unclear authority or competing KPIs. Find the break and name it.

5. Talk more, not less

Regular strategy huddles, portfolio retros and 'what are we seeing?' sessions keep people aligned. Silence is the enemy of strategy execution.

In underwriting, the middle isn’t where strategy stops - it’s where it should take root.

If your strategy sounds great but your portfolio isn’t reflecting it, let’s talk.

Sometimes you don’t need a new plan. You just need to make the one you have work.