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When insuring a good the insurer is uncertain how well the customer will look after a piece of property. For example, if a consumer was careless with locking his bike, the insurer would not want to insure it. This problem can lead to the related problem of adverse selection.

To overcome asymmetric information in insurance, insurers will give big discounts for 'no claims bonuses' this is the best way of gaining better information about 'careful' and 'unlucky' consumers

Asymmetric information can also be analysed with game theory. For example, when deciding whether to cut or increase prices, firms will be uncertain about how their rivals will behave and react. They will have to make decisions whilst trying to second guess how other firms will respond.

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