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Rick J. Lindsey: An Inside Look at Prime Insurance Company’s President & CEO

As the head of Prime Insurance Company for decades, Rick Lindsey has helped transform the company into a widely recognized excess and surplus lines insurance leader. Under Rick’s leadership, Prime now operates four offices that provide a suite of all-in-one liability insurance solutions, giving policyholders in all 50 states true peace of mind.

Rick Lindsey’s Insurance Background

Rick’s introduction to the insurance business came via his father, a managing general agent in Utah. In 1979, at the age of 18, Rick began his insurance career in Salt Lake City by working in the mailroom and performing various administrative tasks at his dad’s company.

In the ensuing years, Rick held positions in virtually every area of the business, including serving in the capacities of president and CEO. These experiences helped him acquire extensive industry knowledge. More importantly, he gained unique insight that enabled him to identify a glaring need in the marketplace.

The Start of Prime Insurance Company

During his days as a young agent, Rick was frequently frustrated with the lack of flexibility in the products that were available for him to sell. Specifically, he observed that many companies refused to offer coverage to individuals and businesses that fell into “high-risk” categories. He also felt that many providers settled insurance claims too quickly when facing a potential lawsuit — even when they were right.

In the mid-1990s, Lindsey seized the opportunity to rectify these issues and fill a gap in the market. He started his own company, Prime Insurance Company, became the CEO, and relocated the newly formed business to Sandy, Utah.

How Do Rick Lindsey and Prime Deliver Exceptional Value to Customers?

Over the past 20+ years, Rick and the Prime Insurance team have strived to deliver customized liability insurance solutions for agents and brokers who serve the high-risk market. Prime can often provide a viable option for producers who can’t find coverage for their clients elsewhere. Rick and his company focus on delivering superior service to producers and policyholders from the initial application process and throughout the customer journey.

More Value Than the Competition

Rick understands that excess liability insurance isn’t inexpensive. While some of Prime’s competitors may offer lower premiums, they fail to customize the plan to address the policyholder’s unique needs and circumstances. Consequently, the policyholder may end up wasting money on protection that doesn’t apply to their situation. They could also have gaps in their program that leave them vulnerable to a financially devastating claim.

By tailoring the liability coverage to each policyholder, Rick believes that Prime provides the most comprehensive protection for every situation. And by avoiding the needless waste of premium dollars, Prime delivers the best value for the policyholder’s money.

Claims is another area where Prime outshines the competition. While accepting an offer to settle can provide the quickest solution, it isn’t necessarily in the policyholder’s long-term interests to do so. Rick and the Prime claims team have the experience and expertise to determine and pursue the action that will deliver the best outcome for every situation.

Rick also recognizes the value of working with good people. The Prime team has grown from seven members in the early years to a force consisting of 182 seasoned professionals. Every Prime employee adheres to Rick’s sincere commitment to doing what’s best for the policyholder in every situation.

Bringing in Experts When Things Go Sideways

Rick’s 40 years in the insurance business have taught him the value of calling in experts when the need arises. A perfect example is when a natural disaster, such as a tornado, severe storm, flood or landslide causes substantial damage. Rick commits to every policyholder that he will enlist the services of reputable professionals who will make every effort to minimize repair costs. He believes that it’s the insurance company’s obligation to do so.

Rick Will Fight Frivolous Lawsuits

Bogus claims and unfounded lawsuits have been the bane of the insurance industry for decades — they’ve contributed to skyrocketing premiums and exorbitant costs. Rick won’t settle unless the circumstances genuinely warrant this action. He and his team of accomplished lawyers will mount a vigorous defense and even fight for his policyholders in court when they’re in the right.

Contact Prime Insurance Company for Your Liability Insurance Needs

When it comes to excess and surplus lines liability coverage, Rick J. Lindsey and the entire Prime team will always have your back. Contact us today to learn more about what separates us from the other providers. We can also provide a fast, no-obligation quote.


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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