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"We handle insurance programs in more than 30 different countries through our overseas offices and corresponding brokers," Bartlett said. "As we become increasingly more interconnected with other countries—and with 95 percent of the world's consumers outside the U.S. borders, coupled with the world-class products and services American businesses produce—we only see more and more demand for an insurance broker with our profile."

Bartlett comes to its global focus naturally. The firm was started in 1940 by Fred Bartlett—grandfather to Richard—in the English city of Bradford. Unable to join the Royal Air Force due to poor eyesight, "he worked down a coal pit to help keep British industry going during the war" and later joined the Auxiliary Fire Service—all while running the business, Bartlett said. "He was the same age as I am now when he started the business; I'm always humbled when I think of the challenges he overcame to set up the business in its early years."

The brokerage is now led by Michael Bartlett—Fred's son and Richard's father— from group headquarters in Leeds, England. Under his leadership the business has grown from a regional insurance broker in the U.K. to a much larger broker with more than 120 employees that manages business in more than 35 countries from offices in Philadelphia, London, Paris, Amsterdam, Hamburg, Hong Kong and most recently, Kampala in Uganda. "We currently have four employees in Uganda who are able to place business from any COMESA country (Common Market for Eastern and Southern Africa)," Bartlett said. The region is currently growing at 8 percent, compared with an annual rate of 1 percent in the U.S.

Bartlett opened its Philadelphia office in 1997, originally to service the American business interests of its European clients (each office operates as an independent profit center). Since then, Bartlett has developed a large and growing number of U.S. clients. Currently, about 50 percent of Bartlett's Philadelphia branch business is generated from overseas; the other half is U.S.-based, much of which has an overseas exposure. Carriers include ACE, AXA, Chartis, Chubb, One Beacon, The Hartford, Travelers, Zurich and XL.

"I have big ambitions for our U.S. operation and hope to see a greater percentage of business generated from the U.S. in the future," Bartlett said.

Richard Bartlett joined the business in November 2008, after training as a CPA with PricewaterhouseCoopers in London. "From an early age, I grew up with talk of insurance around the kitchen table and used to spend my summer vacations helping in the business," he said. In his late teens and early twenties, Bartlett spent a lot of time working and travelling in Africa, and was torn between pursuing a career in international development or joining the family business. The family business won: he started working in the London office and in March 2009, relocated to Philadelphia to run the U.S. office.

Bartlett's strong global network makes specializing in midmarket global business a natural fit. "Unlike some of our regional competitors, we have expertise in structuring international insurance programs and are able to assure high service standards through the provision of Bartlett personnel worldwide. We also offer a more tailored and personalized approach than the larger global brokers," Bartlett said. "We punch above our weight in the regional market with respect to the type and size of accounts we service and often compete with the large alphabet house brokers for new accounts."

Within its midmarket business target, Bartlett looks to develop niches in sectors where broker entry barriers are higher and where the expertise of its staff and high service standards will be valued. Bartlett distinguishes itself in several ways:

1. 1. Technical knowledge.
   Bartlett emphasizes professional designations and ensures their staff acquire technical skills. For example, over the years, its larger clients have become accustomed to Bartlett providing specialist due diligence reports when they have acquired other companies, ensuring they have appropriate protection against historic, current and future liabilities. Bartlett employs a full-time due diligence expert to support trade buyers, private equity and venture capital firms in mergers and acquisitions.
2. Global footprint. Bartlett can service businesses of all sizes worldwide.
3. Market access. "Having an office just around the corner from Lloyd's in London is invaluable," Bartlett said. "As the market hardens, I believe we will be looking to our colleagues across the pond for greater support."
4. An uncompromising, unapologetic focus on clients and the maintenance of high standards. "We've come across some agents who treat their insureds as a product as opposed to a client; everything we do is to serve our clients' interests" Bartlett said.

Bartlett's industry specializations have been developed first through the knowledge and expertise of its account executives, and later by being institutionalized into the business, Bartlett said. "This combines a spirit of entrepreneurialism with the structures and resources of a larger business."

A good example of how Bartlett approaches new business is evident in its relationship with webuyanycar.com, a Philadelphia start-up company launched earlier this year. The company, financed from overseas and based on a U.K. business model, allows used car sellers to get an online valuation, then drive the car to the nearest branch for a sight inspection before selling the car to the company. Although the company was already being advised by one of the world's largest brokers, Bartlett were invited to put a program together due to a number of frustrations they were experiencing.

Bartlett was able to successfully place the risk while achieving cost savings by:

1. Accessing and analyzing the company U.K. loss history and presenting this to U.S. underwriters as a basis for expected losses
2. Advising the company in lease and contract reviews to minimize their overall risk exposure
3. Using agency experience working with foreign-based companies to establish credibility and a confidence level with overseas management
4. Demonstrating the account's growth potential to garner underwriter interest.

Customer retention is an important aspect of continued growth, and at Bartlett, much of this hinges on acting as the clients' "outsourced" risk manager and trusted advisor. The brokerage provides clients with beyond-the-basics services, including:

1. The provision of risk management and loss control advice including claims and loss analysis, business continuity planning, business interruption risk management reviews, motor fleet risk management and workplace safety reviews
2. An experienced major loss advisor who can deploy to clients' sites anywhere in the world to support claims settlement
3. A client extranet site to support claims processing and other functions
4. An online client feedback survey ensuring early identification of potential problems
5. Aggressive marketing and benchmarking of the cost of risk to ensure premiums are competitive
6. Regular contact between the client and their Bartlett team at all levels
7. Visits ("stewardship meetings") by the president to key accounts.

In 2009 and 2010, Bartlett took steps to further enhance its global offering and sales process. This included:

1. Recruiting three new team members, who brought a wealth of talent, experience and market relationships to the company
2. Identifying opportunities to present to target markets within established business networks. For example, Bartlett was invited by the World Trade Center of Philadelphia to be a keynote speaker on "Managing Risk in China"
3. Completely redesigning the company website, including a new client video testimonial section
4. Creating and launching a suite of branded marketing documents
5. Designing and building e-video marketing platform, enabling Bartlett to run targeted and personalized campaigns at a lower cost than telemarketing or direct mail.

One of Bartlett's biggest recent initiatives in marketing and new business is its creative use of video to reach potential customers. The brokerage uses online video testimonials and a bespoke video marketing platform to reach prospects. "With ever-faster Internet speeds, online video is definitely going to play a greater role in websites and online marketing in the future," Bartlett said. "The reception we have received on this initiative to date has been great; I think watching and listening to one of our clients talk about how we serve them is really quite powerful. It shows that there is substance to our claims."

For example, Bartlett highlights its relationships with customers Webuyanycar.com, Polysciences and inTEST through video interviews with their executives.

Another effort to promote the Bartlett global brand is the brokerage's sponsorship of the Irish Rugby League team's recent tour to the U.S. The Rugby Football League, the sports' governing body, is one of Bartlett's oldest clients, with a relationship dating back to 1945. Bartlett sponsored the national Irish team when it came to Philadelphia to play the U.S. Tomahawks on March 19 in the Donnybrook Cup in an event that attracted both TV and print exposure for Bartlett. The brokerage now acts as the insurance broker for USA Rugby League LLC.

Although Richard Bartlett doesn't see measurable results such as a return on investment in sponsoring the event, "it's an opportunity to show our support to the sport of rugby while also helping increase our profile in the local area," he said.

On the social media front, Bartlett's current focus is to encourage staff to use LinkedIn, "a must for any professional these days," Bartlett said. The brokerage is also looking at other ways to generate an online following/fan base through the creation of a blog; discussing ways to redevelop its extranet, and considering methods to bring like-minded clients together into an online community to share ideas and best practices. Bartlett's overseas colleagues are also trailing the use of iPads, and are currently considering launching a Bartlett app in the near future.

Bartlett also has plans to tap into the expertise of its associates to position the brokerage as a thought leader in matters of global insurance and risk management. "When it comes to structuring and managing global insurance programs, I believe that we have some of the best minds in the business, both in the U.S. and overseas. In many respects, we're at the vanguard in the management of overseas risk." Bartlett has a host of initiatives including webinars, strengthening relationships with the international chambers of commerce and governmental agencies who work to support and attract foreign direct investment, the publication of white papers and taking on more public speaking engagements.

By communicating its global expertise to current and potential clients, Bartlett anticipates continuous growth and expansion, even in the current tough market. "As more middle market companies expand into overseas markets for production and sales, the need for a global independent broker to service their needs increases," Bartlett said. "In this regard, there is 'clear blue water' between us and the competition."