Health insurance carriers do something similar even without creating a new company. An existing product line will be phased out, replaced with a new policy form. Unhealthy folks stay in the old policy form (at ever increasing rates) while healthy folks get the newer format (subject to underwriting of course) and much lower rates.
Humana bucked that trend with their old "legacy" product, do you remember that? I have a client on it, and the rate increases are lower than the new products and he wants to change, and I really can't talk him out of it. New money for me, but it's painful to watch someone throw something like that away.
Alright, I know, this is the Senior Forum, and I just referred to an IM product, sorry, couldn't resist.