Farmers Property and Casualty Insurance Company filed a rule deviation in Massachusetts on December 4, 2025, requesting approval of group marketing and affinity pricing adjustments effective January 1, 2026 for both new business and renewals.

The filing seeks a 5.0% rate deviation for members of select employer and association groups, including Airtron LLC, Paychex Corestream, and the United States Equestrian Federation, Inc. The US Equestrian Federation program alone covers 14,508 policyholders in Massachusetts, underscoring the scale of the affinity strategy.

According to Farmers, the deviations are supported by lower acquisition costs generated through group marketing arrangements, including negotiated producer commissions that differ from standard retail distribution. The company states that these efficiencies justify offering discounted pricing without altering underlying base rates.

Eligibility for the plans is limited to employers or associations with at least 25 members, of which a minimum of 15 must be Massachusetts residents.