OVER THE last decade, Vanner Insurance Agency has grown steadily as a result of specialization. The agency's principals–Ralph Vanner Sr., Ralph Vanner Jr., Thomas Vanner, Bradley Hall and William Quinn–sell perhaps 75% of the agency's business, and each specializes in arranging coverage for a particular niche, such as construction, property leasing and social services.

Recently, however, we've also started to grow by focusing on certain lines of coverage–specifically, directors and officers liability insurance and employment practices liability insurance. Getting into these lines took some effort, since the agency previously had not placed much emphasis on any form of professional liability insurance. But we've been well rewarded, not only with increased business but also improved client relationships and a lower E&O exposure.

We started this initiative about a year ago, after comparing our product portfolio to the coverages our commercial-lines clients were talking about. We quickly realized we needed to put more emphasis on D&O and EPLI. It was not surprising that businesses were interested in these coverages. Erie and Niagara counties–the heart of our marketing area–are among the most litigious in the country. As business owners drive to work each day, they see billboard after billboard advertising the services of plaintiff attorneys.