It all comes down to personal responsibility and doing the job you said you'd do.

That might be an oversimplification, but it's a philosophy that's hard to come by in the world of underwriting and appetite volatility. 

It's easy to come in hot on new business and start excluding coverage when it's needed most.

It's an entirely different thing to hang in there with a business or industry when claims start getting real.

That's exactly what Prime Insurance CEO Rick Lindsey thinks is missing from insurance and why he's dedicated his career to do just that.