Since being named the “2007 Champion” in the National Underwriter Commercial Insurance Agency of the Year award program, Cottingham & Butler has continued to grow despite the challenges of a soft market and souring economy.

“Business has been very solid,” reported David Becker, president and chief operating officer of the Dubuque, Iowa-based C&B. “We have good growth. The marketplace continues to be a challenge in terms of pricing, but we have done a nice job retaining clients and growing our base.”

Last year, the firm recorded a record-high $40 million in revenues, and this year it is aiming for $56 million–all through organic growth, noted Mr. Becker.

He said the best measure of success the firm uses is net new-versus-lost business. By that benchmark, C&B is 38 percent ahead of last year, he said.

“Ultimately, if you can continue to grow the franchise with some great clients, then that suggests you are doing some great stuff,” he added.

Despite the best of efforts, each year every agency will lose clients for a variety of reasons, often out of the firm's control, he said–noting, for example, that some clients were gobbled up in acquisitions and folded into their new parent's risk and insurance programs. In addition, he said C&B writes a lot of trucking accounts, and a number of those have gone out of business in the slowing economy.

However, the 38 percent net increase in business underscores C&B's message of added value service to the customer, he said.

“We can get decent prices in the marketplace, but we are talking about how to manage their risks long-term, whether it's through our claim services or safety services, or the benefits side,” according to Mr. Becker.

“People are responding to the fact that we've got new and exciting things to offer that help them do better with their primary purpose, which is to reduce or eliminate claims,” he added.

In November of 2007, shortly after being named “Champion,” the agency started a wellness company that is performing health risk assessments of their cleints' employees.

This has a spillover effect, with great relevance for many companies seeking to manage their workers' compensation claims, he said, noting that C&B has built a “healthy backlog” of clients waiting to take part in the program as their renewals come up, which will primarily be in the fourth quarter.

The wellness products work through incentives to employees who participate in the plans. C&B goes to client sites with a third-party vendor, who takes care of all of the blood work. Outside of that, the program is handled internally by C&B–from administration, to developing the program and forming strategies to deal with employee health issues.

The program helps to bring in new accounts, said Mr. Becker, while deepening current relationships as clients seek to take the initiative to keep their employees healthy, productive and on the job.

On the property-casualty side, C&B has opened the door to those customers who want to manage their health risks better–both at and outside the workplace. “Any time you can bring new ideas that add value to clients, whether it's prospects or existing clients, it helps you differentiate,” he added.

C&B has also launched a new construction captive–different from the trucking captives it has specialized in. He said the firm has moved heavily into the construction area and has had great success getting it launched.

Clients continue to ask for additional services, which C&B is happy to provide, knowing that such demands will only lead to rounding out its relationship with clients.

The NU Commercial Insurance Agency of the Year award itself, according to Mr. Becker, has had a positive effect when meeting new prospects, by giving the firm added credibility. It also serves as validation of the work employees have put into the agency, he said, noting that being named “Champion” helps with recruiting new prospects.

“People want to be part of an organization that is succeeding and is recognized for what it does, and that award gives us great credibility when speaking to new recruits,” Mr. Becker said.

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