Previous research on insurer cost of equity (COE) focuses on single‐period asset pricing models. In reality, however, investment and consumption decisions are made over multiple periods, exposing firms to time‐varying risks related to economic cycles and market volatility. We extend the literature by examining two multiperiod models—the conditional capital asset pricing model (CCAPM) and the intertemporal CAPM (ICAPM). Using 29 years of data, we find that macroeconomic factors significantly influence and explain insurer stock returns. Insurers have countercyclical beta, implying that their market risk increases during recessions. Further, insurers are sensitive to volatility risk (the risk of losses when volatility goes up), but not to insurance‐specific risks, financial industry risks, liquidity risk, or coskewness after controlling for other economy‐wide factors.