Filling a Void

Seeing a need for specialized services for accident benefits (AB) and bodily injury (BI) handling, Tammie Norn set out to fill that gap.

Taking her experience as an AB and BI adjuster, Norn launched ProFormance Adjusting Solutions Inc in November of 2008, a member of the ProFormance Group of Companies.

“I wanted to be able to provide the industry with expertise, and really develop the quality piece of it – be accountable to quality,” Norn said. “It was about having controls in place in order to ensure quality work is being provided and also if there are opportunity areas, then there is the ability to identify those early on, rectify the issues and still provide the client with a quality product.”

After spending the first six months of her new venture as an in-house contract, by April of 2009 Norn had her first contract for the outsourcing of full handle claims. Things have only continued to grow since then, with Norn’s three-year business plan being fulfilled in less than one.

Being able to say to a client, “We know how to handle these claims, we understand the legislation and the nuances of the auto product so your indemnity spend is going to be less,” is a huge key to the company’s success. “Because of our knowledge of this business, we are able to close files on a timely basis, we know what we are doing, we are able to control the indemnity piece of it, which is, in turn, going to decrease your overall loss ratio,” Norn tells her clients. By implementing these few, yet critical, steps and offerings into her claims handling, Norn has increased the company’s book of business exponentially.

Growing quickly

The first company to contract ProFormance Adjusting Solutions had such a need that it simply kept sending more work and Norn had to start building her firm sooner than she’d anticipated. “Other clients came on as soon as word started to spread that there was a specialist,” Norn said. “The feedback that I was getting was that it was just such a great idea, that the industry really did need this specialty service.”

By the end of 2009, ProFormance Adjusting had 12 adjusters and an office in Markham. By January of 2010, the company had expanded, and opened a second office in Mississauga.  By October of 2010 the company expanded further and opened its third office in Pickering and had ballooned to 27 staff before the year was out.

The key to success is not simply making early contact on new claims or heading out to taka statement. It’s about understanding what’s required to investigate and evaluate a claim and providing the client with the information they need, Norn said. “One of the things that I have always believed as an independent is that we’ve got to mimic the insurance companies,” she said. “They are our customer, they are our client, and we need to be able to provide them with what they want, expect and deserve. And what they want is for us to provide them with superior quality. Part of how this is achieved is by having the appropriate levels of supervision and support in place similar to that of the company, providing ongoing training so the staff are fully conversant with the ever changing product and going above and beyond when it comes to servicing their insureds.

Diversifying the lines

While ProFormance Adjusting Solutions continues to specialize in AB claims, the company also  offers mediation work, training and settlement solutions.

From the get-go the goal has always been to diversify the group’s portfolio of services. The intention of the group has always been to do a good job, develop relationships and provide a quality product; these are the things that will sustain a company, Norn said. “But you’re always thinking of other ways to diversify, expand and increase your market share.”

The obvious solution for Norn and her company was to take on a new partner and diversify her lines of business.

She approached John Seyler in early June 2011 and by August 2011 ProFormance Specialty Claims Inc was launched. ProFormance Specialty Claims specializes in commercial auto, transportation, casualty, E&O and D&O claims handling.

“We formed ProFormance Specialty Claims to service a niche and not to compete with what [the Group] had already established.”

The vision for ProFormance Specialty Claims is to be able to replicate the basis that ProFormance Adjusting Solutions has established and carry it right across the country. Not to be in every town across Canada, but for the model to be available to serve clients right across the country.

Offering exceptional service

“Our goal is to have a national presence, but it’s not going to be at the expense of the client where we don’t have the right people in the right places” Seyler said. “This growth is going to be fostered by finding the right people to grow with us.”

Currently, there are five staff focused on the development of ProFormance Specialty Claims, but given that the first contract came in 15 minutes after the doors had officially opened, it won’t be long before this number will be on the rise. “It’s indicative of a need in the industry for somebody who is going to provide quality services at a reasonable price,” Seyler said of that immediate first call.

“I can’t tell you the number of times I have been told at client meetings, ‘Price is not important, do the work and provide us with a quality product,'” Norn pointed out. “It’s not a justification to increase your price, but it just goes to show you the mind set is different on a specialized service.”

“Insurers and self-insured clients have really reached the point where they are tired of bracing themselves to expect substandard quality,” Seyler added.

Giving back

But at the end of the day, a corporation is only as strong as its people – it’s about quality of life and balance. And for the staff at ProFormance Group of Companies, part of this balance means giving back – and not just monetarily. The company and its staff spends most of its volunteer time focused on the Jennifer Ashley Children’s Charity. The rest is spent involved in industry-related charities, including sitting on the Women in Insurance Cancer Crusade Gala Committee, the Starlight Committee and participating in Relay for Life. Norn and Seyler are also heavily involved in both the Ontario Insurance Adjusters Association (OIAA) and the Canadian Independent Adjusters’ Association (CIAA). Seyler is currently second vice president on the CIAA’s national executive, having previously served as president of the Ontario region. Norn is currently the second vice president on the OIAA senior executive, is heavily involved with the Insurance Institute of Ontario developing a Serious Injury Training Program for adjusters and sits on the CIP Society’s National Counsel.

The members of the CIAA are all like-minded companies and individuals who believe in and abide by the Code of Ethics. “We know they provide a valuable service to the public and believe in being held accountable,” Seyler said.

“When we get assignments that are nationally-based, if I go to a CIAA member that is qualified to handle the type of claim that I have, I know they are going to be like us,” he said.

“We can use the network of CIAA members that are qualified to do the work,” Norn added. “We can capitalize on our resources by using CIAA members knowing they will get the job done.”