Amica has filed a rate and rule update in Virginia to introduce a new “Red Carpet” discount within its private passenger auto program.

The change adds a new discount factor to Amica’s existing pricing structure, giving the carrier another lever to reward certain customer profiles. The Red Carpet discount sits alongside Amica’s established incentives such as multi-policy, loyalty, claims-free, affinity, and digital engagement discounts.

Based on the filing, the Red Carpet discount varies by source of business, years with a prior carrier, and number of renewals. The structure suggests a focus on customer acquisition and early tenure retention, with higher discounts available in earlier renewal years that gradually step down over time. The discount also interacts with whether the policy is written digitally or through non-digital channels, reinforcing Amica’s broader emphasis on direct and digital distribution.

From a competitive standpoint, the move positions Amica to be more flexible in price matching and retention without signaling a statewide rate cut. In a market where carriers are increasingly selective, adding a targeted discount allows Amica to fine-tune pricing at the margin while maintaining overall rate adequacy.

If approved, the Red Carpet discount will become part of Amica’s Virginia auto pricing beginning May 2026, adding another layer to the carrier’s already granular rating and discount framework.