A reputation in the umbrella liability business distinguishes W.H. Greene & Associates, and according to President Bill Greene, that's a foot in the door of retail agency customers for the East Aurora, N.Y.-based wholesaler and MGU--a firm that is also pursuing public entity niches during the soft market.

Mr. Greene spoke to NU's E&S/Specialty Lines Extra prior to the annual meeting of the National Association of Professional Surplus Lines Offices, Ltd. in October.

Q: Describe the market in the lines/ regions in which your firm participates.

"It's still soft. I'm still seeing competitors enter a line of business that's considered long tail and therefore it shouldn't be very sought-after business." But as they continue to move in, supply and demand forces work to knock down prices, said Mr. Greene, speaking from the perspective of a large umbrella writer focused mainly in the Northeast, but with a book that extends throughout 44 states.