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For Tony Morgan, a property underwriter specializing in earthquake coverage, the spark for his firm’s latest specialty-insurance program idea was nothing more than an interesting newspaper article that really had nothing to do with earthquakes—or even insurance.

Morgan, a senior vice president for Bliss & Glennon, a Redondo Beach, Calif.-based wholesale brokerage and managing general agent (MGA), recalls reading a few years ago a Wall Street Journal article about wine collectors—in particular, the marital squabbles that develop between husbands who collect rare vintages and wives who don’t understand why they can’t drink from the prized bottles.

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