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Lloyd's earliest home: Edward Lloyd's coffee house on Tower Street in London.

Alex Ferguson is a London-based freelance journalist with many years of experience covering the insurance industry in general and Lloyd’s in particular.  

While everyone in the U.S. insurance space knows the Lloyd’s of London name—indeed, it’s one of the world’s oldest and best-known corporate brands—this awareness by no means translates into understanding—or business. A large swathe of U.S. producers have never engaged with Lloyd’s on the (often incorrect) assumption that it’s not a good fit for their placements. 

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