Root (ROOT -3.69%) turns this information into an advantage, using telematics to price auto insurance based on how people actually drive rather than static demographic assumptions. Competitive intensity: The U.S. personal auto insurance market is dominated by massive, well-capitalized incumbents that can engage in protracted price wars. The U.S. personal auto insurance market is dominated by massive, well-capitalized incumbents that can engage in protracted price wars. State-level insurance commissions occasionally limit the use of certain telematics data, curbing the company's ability to apply its pricing model uniformly. You believe that data-driven, telematics-based insurance pricing will continue to gain market share from legacy providers.