Home / Education Center / Articles / Evolve to Meet Evolving Needs

insurance evolving

Evolve to Meet Evolving Needs

The World Is Changing – Insurance Policies Are Changing With It

Rick Lindsey is on a mission to make insurance easier for those who need it most. He is enamored with a passion for helping consumers when other insurance providers turn them away. With over 40 years of extensive experience in underwriting, he saw that the insurance industry failed to evolve coverage options as the world around insurance continued moving toward the future. “Utilizing a bold, unique business model that challenges the traditional approach to underwriting and claims, Prime specializes in solutions for specialty and declined risks, providing fast, flexible service and a one-of-a-kind partnership approach that helps protect and deliver the promise of insurance,” says Lindsey, who is the President and Chief Executive Officer of Prime Insurance Company.

Holistic Partnership Approach to Claims

Prime’s unique philosophy is a holistic approach, speaking with the insured, the agent, and the broker if there’s a broker involved. They believe in direct contact. They actually have conversations with everybody involved in the chain, which in 2021 is rare. Picking up the phone and having a conversation, what we call character underwriting, is pretty unique. “We practice what we preach. We do as we say we do the partnership expectations that we hold our agents and brokers and insurance to is also something that we hold ourselves to this high standard, our CEO Rick Lindsey, he’s directly involved in everything that we do in the day to day operation that makes us, I would say more than a cut above the rest,” says Jamie Gustafson, SVP of Underwriting and Prime Insurance Company.

Evolving Insurance Coverage

As the world changes, people’s insurance needs change with them. While much of the industry’s insurance policies remain the same, Rick is determined to fill in the gaps where consumers lack coverage. Prime Insurance Company thinks outside the limitations of standard insurance companies by providing innovative liability solutions for specialty risks. They are proud to be a leader in excess & surplus lines insurance, providing coverage for many who would otherwise be forced to go uninsured or self-insure their risk. When it comes to keeping up with the times, Prime Insurance has added coverage in the following areas where other insurance companies failed to meet consumer’s needs.

Pet Owner and Exotic Pet Insurance

Owning exotic pets is rewarding but can also be risky and costly. For most exotic pets, additional maintenance and veterinary care are required compared to that needed for a typical house cat or dog. The recurring illnesses that most exotic pets can contract are often not covered by a typical pet insurance policy, which causes people to have to make hard decisions when it comes to their beloved pet’s healthcare. Rick doesn’t want to see a single animal go without care, so his team writes policies that cover the special needs of birds, reptiles, tortoises, rabbits, and other exotic mammals. They take the time to study the needs of each policy and construct plans that work for specialized needs.

Contract Drivers and Service Providers

Contract drivers and service providers like those working for DoorDash, GrubHub, and the like are not seeing their needs met with typical car insurance. With the influx in need for contract drivers over the last year due to the pandemic, Prime has worked to evolve their contract worker’s insurance to encompass all of the mishaps that can happen while on the road.

Foster Parents

The rewards of being a foster parent do not come without a unique set of liabilities and risks. Even experienced and loving foster parents can find themselves caught in the litigious nature of society. Prime’s Foster Parent Protection Plan provides customized coverage tailored to the unique needs of foster parents that can include civil and criminal investigation costs, fees, and expenses, according to the terms and limits of the policy. The Foster Parent Protection Plan provides hard-working and dedicated foster parents with protection and support when it is needed most. Attorney fees can eat into the funds that foster parents spend to feed and care for their children, and that’s just not something Rick can stand for. These children need to be protected, and we can do that by protecting their foster parents first.

Acroyoga Instructors

Yoga, acro-yoga, and physical activity instructors help others practice healing arts, which puts them in a highly vulnerable position. Participants are often suspended in the air, and even with the most careful instruction and safety measures in place, accidents are bound to happen. Prime Insurance now writes policies specifically for Acroyoga instructors to provide liability protection for any independent fitness or training instructor from potential liability claims because of an accident caused by their work.

Piecing the Insurance World Together

Prime Insurance continues to grow its coverage areas and classes by watching the world evolve and taking action to make sure consumers are insured in every possible instance. They will continue to look toward the future to write comprehensive plans that protect vulnerable people who would otherwise be uninsured.


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.

Related Articles