The Dutch Authority for the Financial Markets has published a speech by Hanzo van Beusekom calling on insurers to manage the effects of data and digitalisation on insurance pricing with care. He said technological developments are making premiums increasingly personalised, which can improve risk insight and support more targeted prevention, but can also put pressure on the solidarity that underpins insurance. The AFM's message is that insurers should continue to innovate and use data, while maintaining an appropriate balance and taking responsibility for the consequences. Van Beusekom warned that if insurance becomes too individualised it could lead to the exclusion of certain groups, and he said the sector itself must set boundaries, stressing that not everything that is technically possible should be done.