The Precisely whitepaper explains that the Personal Lines market in Property and Casualty insurance operates as a Zero-Sum Game, where growth is only possible by capturing customers from competitors due to stagnant population and household growth in developed economies. With industry growth typically limited to 2-5% annually in markets like the US, UK, and Australia, insurers must focus on competitive strategies rather than expanding the overall market. This environment underscores the need for innovation and differentiation to win market share in a constrained, competitive landscape.

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