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Ian Wachters

Partner & Managing Director


Insurance Companies Must Develop a Customer-Focused Approach to Pricing

BCG's Ian Wachters explains why insurance companies have to move beyond the traditional strategies for pricing and embrace customer-driven approaches. When organizations understand the needs of the customer—and keep pricing directly linked to overall company strategy—they are bound to win.

Ian Wachters joined The Boston Consulting Group in 2001. He is a core member of the firm’s Financial Institutions and Insurance practices. Ian leads BCG's financial-service pricing team as well as the firm’s pricing-enablement centers in Europe.

Ian’s main focus is pricing, where he has deep background and expertise. He also has extensive experience in wealth and asset management—having worked with private banks, asset managers, insurers, and pension funds—and in managing large transformations and postmerger integrations (PMIs) in banking.

Much of Ian’s recent client work for BCG has taken full advantage of his knowledge of pricing for banks and insurance companies. This includes pricing of current account propositions, pricing in investments, pricing in small- and medium-size enterprises and corporate loans, pricing in motor insurance, and the building of pricing capabilities.

His broader banking experience covers strategy development, PMI, cost reductions, and sales force effectiveness in retail, private, and commercial banking. For insurance clients, he has worked on corporate strategy in life and nonlife, organizational topics, and “bancassurance” sales-force effectiveness.

Before joining BCG, Ian worked for seven years for Royal Dutch Shell, most recently as a European marketing adviser. He was responsible for the business development of specialty-oil-product sales in several European countries. He also worked as a B2B marketing manager for oil products in the Netherlands and as an IT consultant and project manager for Shell International. He has contributed to many BCG reports from the Financial Institutions practice.

Areas of Expertise

  • Pricing in banking—retail, private, and corporate
  • Pricing in insurance
  • Building pricing capabilities
  • Organizing the pricing function
  • Sales force effectiveness
  • Large-scale PMI, transformations, and cost reductions
  • B2B trade, sales, and marketing of industrial goods and commodities


  • MSc, applied physics, Delft University of Technology
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