Denmark’s largest insurer admits communication failures on price hikes

Denmark’s largest insurance company, Tryg, has acknowledged criticism over how it communicates price increases to customers, some of whom face hikes of up to 40 percent on policies such as home, accident, and travel insurance, DR reports.

The company’s commercial director for private customers, Kristian Pitzner, admitted in a response to a customer’s public complaint that Tryg could be more specific in its explanations. He pledged to reference claim histories in future price adjustment letters where relevant.

However, Pitzner maintained that Tryg’s current communications comply with all legal requirements and that the existing explanations are adequate. He declined to guarantee more detailed justifications for price increases, stating only that the company would review whether improvements were possible.

Consumer advocacy group Forbrugerrådet Tænk said the issue was not new. Its political director, Uffe Rabe Krag, noted that generic, unexplained price hikes have repeatedly frustrated customers, eroding trust in insurers. Better communication, he argued, could prevent such losses of confidence.