International Financial Reporting Standard 17 (IFRS 17) represents a fundamental change in accounting rules, and insurers may be unsure of how, or even whether, their product pricing and design may change as a result. It is likely that companies will want to start thinking already about how the products that they are selling or launching now will look like under the new accounting regime. This white paper considers the potential impact of IFRS 17 on insurance product design and pricing in the European markets and contrasts the expected impact on a range of life insurance products.