Company Profile: Founded in 1986, Halcyon Underwriters is a broker/wholesaler specializing in both admitted and non-admitted carriers for Main-Street-type business as well as quoting specific lines of coverage for more difficult classes of business.
Halcyon offers independent insurance agents access to admitted markets, partnering with A.M. Best rated "A-" or better insurance carriers, including: Ace, Admiral, Allianz, Alterra, CNA, Chartis, Chubb, Crum & Forster, Fireman’s Fund, Harleysville, Hartford, Liberty International Underwriters (LIU), Liberty Mutual, Markel, Montgomery (Florida Only), Travelers, and Zurich. Halcyon prides itself on providing retail agents with excellent service, competitive pricing and knowledgeable advice.
Business Development Manager: Tinamarie Harrington heads the marketing for Halcyon and contracted ProgramBusiness.com to participate as a Storefront on its on-line platform. ProgramBusiness.com is powered by the Neilson Marketing Services database, and provides an optimized platform for independent insurance agencies to search for markets and connect and write business with wholesalers, MGAs, and carriers.
Objectives: To expand Halcyon’s footprint throughout the agency distribution system in the United States. Promote Halcyon’s strong carrier partnerships and underwriting expertise, and inform retailers that they can have access through Halcyon to admitted carriers for Main-Street business that they otherwise would not have (due to volume requirements, etc.).
Work Performed: Create an optimized Storefront on ProgramBusiness.com with keywords linked to a custom Google Search feature within ProgramBusiness.com to locate Halcyon Underwriters based on class of business (contractors, manufacturers, distributors, retailers, technology and other wholesalers, etc.) and markets (carrier programs), with 19 separate landing pages and a call to action for each. Create and distribute optimized quarterly broadcast emails to an updated database of agencies and brokers throughout the U.S. Each individual agent that clicks on the ad goes to the corresponding landing page on the featured product or service with a call-to-action to add data.
Results: $900,000 in premium in one month. Received two submissions from one agency located in New Jersey: One account was an equipment manufacturer located in New Jersey, with a $750,000 premium. The other was a Pennsylvania-based distributor of finished building products with a premium of $150,000. Halcyon underwrote and placed both accounts with an A-rated carrier.
In speaking with Tinamarie about these two specific accounts, she explained that her goal with ProgramBusiness.com was to let agents know that Halcyon can open the door to the insurers they need. “ProgramBusiness is a way for agencies to discover us, and get the benefit of our underwriting and carrier partnerships to obtain the coverages and insurance programs they need placed.”
Tinamarie explained that the agent found Halcyon through ProgramBusiness.com’s custom Google Search feature when searching for “manufacturing insurance”. Halcyon came up in the search, along with the markets in which the agency was interested. “The agent then spoke with another agency he located through Google that does business with us to find out more about who we are. He then emailed us, and we immediately contacted him and began the underwriting process,” said Tinamarie.
“Based on our success, it’s a no-brainer that we will continue to use this on-line platform to expand our footprint. By any standard, we’ve had a terrific ROI through ProgramBusiness.”