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Leveraging the GE Moniker

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General Electric (GE) bought Employers Reinsurance (ERC) in 1984. In the purchase, GE acquired many great teams and tools, but the company never leveraged its brand. Recently, however, GE changed ERC's name to GE Insurance Solutions to take advantage of the GE icon. According to Sternick and Massa, the company is receiving good feedback from its wholesaler partners. With 21 active programs with 17 MGAs, GE Insurance Solutions focuses on specific industry segments. Although they look at dozens of programs a year, the company may only bring on one or two new programs annually.

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