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September 23, 2026
Media Contact: DIFS-press@michigan.gov
Consumer Hotline: 877-999-6442, Michigan.gov/DIFScomplaints
FOR IMMEDIATE RELEASE: September 23, 2026
(LANSING, MICH) Michigan Department of Insurance and Financial Services (DIFS) Director Anita Fox issued the following statement commending Governor Gretchen Whitmer’s signing of Senate Bill 1013 into law. This bill prohibits insurance companies from using price optimization, or the practice of varying premiums based on a customer’s willingness to pay more, codifying a DIFS 2024 bulletin and ensuring Michigan consumers continue to be protected from this unfair practice.
“The newly enacted bill represents another important step in strengthening consumer protections for Michiganders,” said DIFS Director Anita Fox. “This new law codifies the consumer protections outlined in DIFS’ 2024 bulletin and bans insurers from unfairly increasing premiums based on what customers are willing to pay. These safeguards help ensure that every Michigander can trust that their insurance rates are based on factors related to the risk of loss or expense.”
In March 2024, DIFS issued a bulletin to clarify that price optimization in ratemaking is unfairly discriminatory and therefore not permitted under Michigan law. As part of DIFS’ regulatory responsibilities, the Department reviews automobile, homeowners, and other property and casualty insurance rate filings to ensure that price optimization is not occurring. Senate Bill 1013 strengthens the department’s authority to prohibit price optimization, and DIFS will take appropriate regulatory action against any insurer that employs price optimization in any form.
Anyone who feels they have been subjected to price optimization, or any other unfair practice, should file a complaint with DIFS by contacting DIFS Monday through Friday 8 a.m. to 5 p.m. at 877-999-6442 or file a complaint online at Michigan.gov/DIFScomplaints.
The mission of the Michigan Department of Insurance and Financial Services is to ensure access to safe and secure insurance and financial services fundamental for the opportunity, security, and success of Michigan residents, while fostering economic growth and sustainability in both industries. In addition, the Department provides consumer protection, outreach, and financial literacy and education services to Michigan residents. Translation services are available for individuals with limited English proficiency who contact the Department. For more information, visit Michigan.gov/DIFS or follow the Department on Facebook, X, or LinkedIn.
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