New federal requirements for private mortgage insurers aim to standardize coverage across the market. That's left some companies looking for ways to distinguish their products as they vie for lenders' business.

Some insurers are touting faster relief for lenders from the threat of having policies rescinded for underwriting defects. Other carriers are marketing easy-to-read policy summaries. Fundamentally, however, the new master policies contain the same elements—making an already homogeneous market even more so.

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