Pricing velocity
Automated marketplace pricing at a scale impractical for manual execution.
Enterprise digital transformation case study
From digital strategy to $50M: scaling extended warranties across Amazon, eBay and retail.
Assurant built a digital extended-warranty capability — including an automated pricing engine executing up to 10,000 price changes per hour — that generated approximately $20 million in Amazon sales in year one and helped scale combined retail extended-warranty sales to approximately $50 million after the first year.
Prior experience: Casey Jackson, VP Global Digital Strategy & B2B at Assurant Solutions (2013–2015) and member of the Assurant Solutions Business Board (2010–2016). Amazon, eBay, Google, Samsung and Assurant are trademarks of their respective owners.
Results at a glance
10,000/hrAutomated pricing changesA rate no manual process could match
$20MAmazon sales — year 1Extended-warranty channel launch
$50MCombined retail warranty salesAfter the first year
Amazon + eBayMajor marketplace rolloutsPlus Google and Samsung relationships
Margin-awarePricing guardrailsNever automated below the defined floor
2010–2016Assurant Solutions Business BoardEnterprise-level perspective
The opportunity
Extended warranties had to compete at digital-marketplace speed.
As VP, Global Digital Strategy & B2B at Assurant Solutions, Casey Jackson led digital strategy and B2B transformation initiatives spanning business development, technology, operations and executive leadership. A major opportunity was expanding Assurant’s extended-warranty products through large digital marketplaces and retail channels.
Amazon was a particularly demanding environment. Securing the commercial relationship was only the beginning. Assurant needed digital capabilities that could translate marketplace requirements into scalable products, pricing, integrations and operating processes.
Jackson helped move the opportunity from sales strategy through implementation, serving as the digital subject-matter expert between commercial teams and the technology and operating organizations responsible for delivery. One of the most important challenges was pricing: in a marketplace where competitive positioning changes continuously, a manual or slow batch-pricing process surrenders valuable selling time.
The dynamic-pricing engine
10,000 pricing changes per hour changed the competitive equation.
Jackson conceived and helped develop an automated dynamic-pricing capability for the Amazon channel capable of executing approximately 10,000 pricing changes per hour — a response rate designed to outpace competing offers.
The strategy was not simply to drive prices downward. Assurant could start at a higher price point and monitor competitive movement. When a competitor lowered its price, the system responded quickly, adjusting Assurant’s offer within established pricing and margin parameters so the company stayed competitively positioned for more hours of the day.
Once pricing reached its defined floor, the strategy reset toward the upper end of the range and the cycle began again. The objective was straightforward: maximize competitive selling time while protecting margin.
The operating logic
- Start higher — enter the cycle with room to protect margin
- Monitor competitors — continuously evaluate marketplace pricing movement
- Respond faster — adjust rapidly as competitive offers change
- Protect the floor — never automate below established economic guardrails
- Reset & repeat — return toward the top of the range and compete through the next cycle
$20 million in Amazon sales in year one — and a model that could scale.
Rather than automating a person who had previously changed thousands of prices, the system created an entirely new capability: continuously responding to marketplace conditions at a speed and scale beyond practical human execution.
Expanding beyond Amazon
The digital retail model extended into eBay and broader warranty channels.
Jackson was also involved in Assurant’s eBay rollout and broader digital retail extended-warranty initiatives. The capabilities developed for major marketplace relationships became part of a larger digital B2B transformation rather than remaining a single-channel experiment.
After the first year, combined retail extended-warranty sales across the digital retail business reached approximately $50 million. The broader role included strategic relationships and digital initiatives involving Amazon, eBay, Google and Samsung.
The significance was not simply the revenue total. Assurant had established a repeatable model for connecting enterprise business development with the digital technology and operating capabilities required to deliver complex partnerships. Jackson also served on the Assurant Solutions Business Board from 2010 through 2016 while these capabilities were being developed and scaled.
Before & after
From enterprise sales opportunity to scalable digital revenue engine.
Before
Large marketplace opportunity
After
Integrated digital extended-warranty channel
Before
Slower, manual pricing response
After
Automated pricing at up to 10,000 changes per hour
Before
Static competitive positioning
After
Continuous marketplace response within pricing guardrails
Before
Single-channel launch challenge
After
Capabilities extended into eBay and broader retail
Before
Amazon opportunity
After
~$20M sales in year one
Before
Digital retail expansion
After
~$50M combined extended-warranty sales after year one
Business impact
Bridging commercial strategy, technology and operations.
Amazon year 1
Extended-warranty sales reached approximately $20 million in the first year.
Combined retail
Digital retail extended-warranty sales after year one.
Marketplace expansion
One digital model deployed across multiple major marketplace relationships.
Key takeaway
The biggest automation opportunities are often things people could never do manually.
The Assurant marketplace program illustrates a central principle behind Built-N-AI: the highest-value technology does not merely make an existing manual task a little faster. It can create an operating capability the business did not previously possess. A person could not continuously execute 10,000 intelligent pricing changes per hour. The automated model could — and that speed became a competitive advantage tied directly to marketplace performance and revenue growth.
10,000 pricing changes per hour. $20 million in Amazon sales in year one. Expansion into eBay. About $50 million in combined retail extended-warranty sales after the first year.