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Everyone Wins: Prime Insurance Company Gets Candid With Customers

Everyone Wins: Prime Insurance Company Gets Candid With Customers

Everyone Wins: Prime Insurance Company Gets Candid With Customers

Prime Insurance Company, led by founder and CEO Rick Lindsey for the past 40 years, was built on a common-sense approach that is anything but old-fashioned – and served both company and clients amid the chaos of 2020.

The surplus lines property and casualty carrier has offices and eligibilities in 50 states, and a team of nearly 200 employees committed to transparency and partnership, upholding an AM Best A (Excellent) rating.

At a time when most companies are canceling coverage due to increased risk, Lindsey suggests going against the grain and enduring through crises, from the pandemic to the major weather incidents that have become commonplace in the United States.

“Everybody is canceling because they didn’t think there were going to be wildfires in California,” he said.

“There have always been fires in the west, so the problem is they didn’t get enough premium.”

He notes that there is an industry trend toward lowering prices and compromising the quality of coverage.

“It’s up to us to raise the bar and do a better job of telling people things they don’t want to hear and providing them with the coverage they really need,” he said.

Lindsey has never canceled a class of business, thanks to Prime’s record of high-quality coverage at realistic prices.

The company’s success in writing comprehensive policies for a wide variety of risks that others won’t touch helps producers, too. They have the security to expand their portfolios and embrace opportunities they might otherwise have turned away.

An insurance veteran, Lindsey has worked in claims management and underwriting, and developed an invaluable perspective that supports every stakeholder, including the many employees who enjoy long-term tenure at Prime.

His straight-talking approach helps build honest relationships with the insureds.

The client-producer partnership is initiated even before providing a quote so Prime’s in-house underwriting and risk management teams can work with the insured to write flexible, customized policies

Prime has a similarly unique approach to insureds with a history of losses.

“This kind of insured must be pretty smart by now, and he should be pretty upset and want a good insurance partner who will do the job they need done,” said Lindsey.

In many cases, those clients are unable to purchase insurance at the bargain pricing of other companies, but Lindsey sees the silver lining of opportunity for both parties.

“If we write a brand-new trucker at $20,000 a truck, my goal is to get them down to $10,000, but he has to perform. That doesn’t mean I don’t want him to make any claims, it means I want him to report incidents,” he said.

“I tell them that if I take their money that includes them having claims, so they have to report them to me and let me do my job – which is to manage claims efficiently.”

If those claims are taken to court, Prime will back them with a team of in-house attorneys. If an insured is at fault, the company will push to pay the claim early so as not to force a lawsuit, reflecting Lindsey’s commitment to transparency.

This focus on honesty and partnership has produced over 70,000 claims – and counting. The Prime CEO’s leadership exposes the human side of an often-misunderstood industry, leading to better service and longevity.


rick lindseyAuthored by Rick J. Lindsey, CEO, President, and Chairman of Prime Insurance Company

Rick J. Lindsey hails from Salt Lake City, Utah. He began working in the mailroom of his father’s Salt Lake City insurance firm, getting his introduction to the business that became his lifelong career. Lindsey quickly rose through the ranks while working in nearly every imaginable insurance industry job. As an entrepreneur, specialty lines underwriter, claims specialist, risk manager, and a licensed surplus lines broker, Rick Lindsey is highly skilled in all levels of leadership and execution. As he progressed on his career path, Rick discovered an urgent need for insurers willing to write policies for high-risk individuals and businesses. He was frequently frustrated that he could not provide the liability protection these entities desperately needed to safeguard their assets. He also formed the belief that insurance companies acted too quickly to settle frivolous claims. Lindsey decided to try a different approach. He started an insurance company and became the newly formed entity’s CEO. This opportunity has enabled Rick to fill a void in the market and provide a valuable service to businesses, individuals, and insurance agents who write high-risk business. Prime Insurance also specializes in helping individuals and businesses who live a lifestyle or participate in activities that make them difficult for traditional carriers to insure. If you’ve been denied, non-renewed, or canceled coverage, don’t give up quite yet. Chances are Prime Insurance can help.

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