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November 2014 22 T he Florida homeowners insurance market is notorious for being an insurance minefield — or graveyard, depending on your perspective. But in the more than 20 years since Hurricane Andrew changed the sector forever, operating strategies and entities have evolved within the regulatory framework to provide cover to the state's residents. One of those entities is Security First Insurance (Ormond Beach, Fla.; $122 billion in net admitted as- sets, 2013), which was established in 2004 and partners with national carriers such as Allstate, Geico, Farm Bureau, USAA, and Esurance on compliant homeowners coverage in Florida. "It's been very quiet on the hurricane front, but it's never quiet on the regulatory front — the major writers all withdrew completely or to a small footprint," says Security First COO Werner Kruck. But that doesn't mean the industry is less competitive in Florida, and Security First Insur- ance must deliver exceptional products and service. Working in partnership with those major writers means providing a customer and agent experience that aligns with their brand values on a national scale. And that goes for agent experience as well. Security First is integrating with agents who are used to representing Allstate, for example, and have to equal the larger company's agent connectivity as well, Kruck says. "These guys have real high standards for customer experience, and that's part of our chal- Previous Table of Contents Next Previous Table of Contents Next Elite 8 2014 Werner Kruck, Security First Insurance Meeting A Higher Standard Security First Insurance COO Werner Kruck proves that a tough market doesn't mean you can't innovate. Werner Kruck Chief operating officer, Security First insurance Professional history: Kruck worked at Foremost Insurance Company, Markel Specialty, and American Modern Insur- ance Company before join- ing Security First in 2008. Education: Graduated from Western Michigan University with a bachelor's degree in business arts Off the job: Polka music, trumpet, saxophone Currently reading: Rot- man on Design: The Best on Design Thinking from Rotman Magazine by Roger Martin "The story behind these things isn't that we sat down in a planning session." By Nathan Golia @NateG_InsTech

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