Stake a Claim to the Insurance Market

Whether it's general products or market-specific forms, ingenuity is the best policy.

Even in a conservative marketplace, setting yourself apart from the crowd is critical for success.

Case in point: More than a dozen years ago Hart Information Services in Austin, Texas, wanted to penetrate the insurance market on a national level. "We were latecomers to the national marketplace," said Sherrell Kidd, vice president, "and our chances of penetrating it weren't great. In most cases, the insurance industry is very conservative, and if these companies are being provided services through a reliable and dependable vendor, they're slow to change."