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The insurance industry looked and behaved quite differently in 2010 following the dramatic recession. Customers and prospects had more questions, hesitancy and concerns. Previously expected market share was no longer guaranteed and the competitive landscape began to get crowded. Philadelphia Insurance realized that long-term success in this new market required a fresh strategy. Seth Hall, Senior Vice President of Customer Service describes the challenge: "We needed a differentiator to set us apart from competitors while adding incremental value to the business. But how?”