Duty to Serve

A not-so-widely known fact about John Seyler’s early career is that he served three years in the Canadian military in an infantry unit, based in Europe. He draws a parallel between that experience and his role as incoming president of the Canadian Independent Adjusters Association (CIAA).

“It’s not like I was conscripted into the CIAA or anything,” he says with a laugh. “But I see a similarity with the idea of giving service. That’s really what it’s all about. I felt then that Canada had served me well: it was time to give something back. And that is exactly how I feel about the adjusting profession right now.”

Seyler will have an immense opportunity to give something back to an association that has experienced its share of turbulence in the last few years. Issues ranging from industry consolidation to cutbacks to competition have made independent adjusters leaner, but also more resourceful in their approach to business.

“I think adjusters have to understand what their forte is,” he observes. “Perhaps ten or 15 years ago, you could take whatever claims came through the door. Today, however, it is much harder to make a living from that commodity-based work.”

Seyler notes that specialization and knowledge will become the mantra of the modern adjuster. “I think we have to change the way we do things to accommodate developments in the insurance industry,” he says. “That means we have to be agile and adapt to new opportunities.”

He has first-hand experience of this adaptability. One year ago, Seyler partnered with Tammie Norn to create a new adjusting firm, ProFormance Specialty Claims Inc. ProFormance Specialty Claims Inc. and its sister company ProFormance Adjusting Solutions operate as independent companies under the ProFormance Group. The company has grown rapidly and the group has three offices in Ontario with 25 employees combined.

Seyler heads ProFormance Specialty Claims Inc., which specializes in transportation, commercial auto, casualty, E&O and D&O claims. Norn is in charge of ProFormance Adjusting Solutions and oversees the handling of accident benefits, mediations, training and bodily injury claims.

The mission of ProFormance Group Inc. is to become a leader in specialty claim handling by providing innovative strategies and alternative solutions to the traditional methods of managing claims. “I definitely think one of our strengths is our agility – if we see an opportunity, we take advantage of it,” Seyler adds.

He says the company is looking at adding new ventures for different markets, such as commercial property and risk assessment.

Before ProFormance, Seyler worked for 22 years with a large national adjusting firm. Here, he learned the ropes of the profession and honed his skills as an independent adjuster. “It was a really good opportunity to work and learn. I started in Toronto and then moved to Vancouver, Woodstock, Ontario,and London, Ontario getting a chance to meet a lot of very different, interesting people.”

Adjusting, to Seyler is a profession that provides a good fit for his interests and skills. “I like dealing with people and I am curious by nature. Adjusting is one of those professions very well suited to my character.”

Far from being stodgy, he sees property and casualty insurance as a thriving industry with distinct pressures, challenging situations and enormous opportunities to help out people in a time of need.

“I often get the usual reaction when I mention I work in insurance, which is a blank or mundane look,” Seyler says. “But once I get talking, people realize a profession like independent adjusting is much more involved. I could be at a big fire or an accident scene, and people start to realize exactly what it is that I do. Then the tone changes.”

His years of experience have given him the foundation, expertise and skills to navigate his term as president of CIAA. In terms of his plans for the association, Seyler says he has three main priorities for the upcoming year – continuing education, member accessibility and relevance, and strong relationships with sister associations.

Top of mind for Seyler is the new web-based continuing education program launched by the CIAA. “This is a terrific tool not just for companies in those provinces that require mandatory continuing education for adjusters, but for all firms,” he says.” We are very excited about it for the coming year.”

Members can take advantage of a modular online program offering individual courses they can select and take at their own pace.

“For example, we have an AB/BI adjuster on our staff, but we want to move him into casualty,” Seyler explains. “This kind of continuing education will help him develop those skill sets.”

Another priority for Seyler is making the CIAA more accessible to all its members, regardless of company size. “It’s no secret that adjusting firms have faced challenges in the last couple of years. We have seen financial constraints, layoffs and cutbacks. I think we at the CIAA have to understand that people are watching their purse strings closely. They want to see the benefits of being a CIAA member and we have to deliver those services and programs that best meet the needs of all members.”

One way to do that is to get input from as many member firms as possible – from different regions and various company sizes, according to Seyler. “I think we need that diversity because it really provides insight into different situations and circumstances. I believe we have to understand and respect where all of our members are coming from and encourage them to get involved with the association.”

A third goal for Seyler this year will be strengthening relationships with fellow associations. These include groups such as the Ontario Insurance Adjusters Association, Canadian Insurance Claims Managers Association and Insurance Bureau of Canada, among others.

“We really need to play off our relationships with these organizations and enhance our already strong partnerships,” he says.

While CIAA has solid relationships with OIAA and CICMA, Seyler thinks there is also an opportunity to work with IBC on issues such as portability of licensing and mobility of adjusters across Canada.

“This issue has really plagued us for some time,” he observes. “We have been lobbying provinces to put in place portability measures but everyone seems to want to protect their piece of the pie. I think we have a great opportunity to work with IBC and push for change.”

Seyler notes that extreme claim events, such as flooding or wildfires, tax the ability of insurance companies to handle losses. A system that encourages mobility and accepted standards of adjuster licensing will take this pressure off, allow adjusters do their jobs – and, most importantly, meet the needs of policyholders.

“I think we are starting to see some movement from politicians on this issue,” he says. “Policyholders at a time of need are their constituents, as well. If we can get fire fighters from Ontario to help out on a blaze in B.C., why can’t we do the same with adjusters? I think that message is getting through.”

The above priorities may seem like a long laundry list of challenges, but Seyler is optimistic that these can be achieved with a solid team behind him. “I feel very fortunate to have a terrific group with me at the CIAA, in terms of both staff and volunteers on various committees. Anyone who has been in this position before understands that the real work is done by a dedicated team.”

Seyler does not mind bringing a military-like bearing on getting results for the CIAA. His experience as an adjuster and also as an army “grunt” has taught him how to enlist support, encourage camaraderie and work together toward common goals.

“Working with the staff and volunteer members of CIAA is one of the exciting things about giving back to your profession,” Seyler concludes. “When you have that kind of support, it’s amazing what can get done.”