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Tough test forged bonds between American Strategic Insurance, employees

ST. PETERSBURG — American Strategic Insurance Corp. was a scrappy startup in flood-prone Snell Isle when Hurricane Charley hit.

Suddenly, everyone but the CEO was taking claims calls, in conference rooms and in closets. Then came Frances, Ivan and Jeanne.

While his 70 employees worked 12-hour days, John Auer turned himself into head caretaker, caterer and cheerleader. He baked breakfast casseroles (sausage and vegetarian), delivered lunches to desks and offered to pay for laundry service.

Auer needed spirited employees to keep call wait times low and service high — even as some waded through knee-deep water to get to work.

They remember the 2004 storm season as the crucible that formed the ASI family.

• • •

Before ASI stood for "American Strategic Insurance," it represented three pieces of Auer's vision for his new company: Attitude. Speed. Innovation.

The words are carved around an ASI logo just off the elevator in the company's post-Charley offices in Baypoint Commerce Center. They're repeated by employees around the building. "Attitude" trumps them all.

"It's the people that make the difference," Auer says. "We have happy employees."

In the early days, ASI hired friends and family, especially former colleagues with strong reputations. Now that the company has more than 160 employees with plans to add 20 more this year, it doesn't leave attitude to word-of-mouth. It tests for it.

• • •

It's Monday after lunch, and Leslie Knapp, 31, is effervescing in her cubicle. She's an agent with ASI's internal agency, Sunshine Security Insurance.

"I tell people all the time about the company," she says. "I really love getting up and going to work. I love everyone I work with."

She interviewed for a job at ASI two years ago because her grandmother was neighbors with an underwriter's mother-in-law. (The company is full of stories like that.) Sure, her department is tightly staffed, but it's worth it. She goes to the gym at lunch — the company picks up the tab. She ticks off the company gatherings: a Christmas celebration at the InterContinental Tampa; a Thanksgiving potluck where Auer says a blessing and carves the turkey; spring training games with food and free drinks; a gathering at Auer's house to mark the end of hurricane season. Company-paid annual trips alternate between adventure outings and cruises to Cozumel. Her first year it was white-water rafting in Colorado.

"When you're there, you have to row together!" she says.

• • •

Employees describe the benefits as generous. But they also help the company pinch pennies. One of the benefits is annual profit-sharing — so the pennies they save are their own.

Jen Kowalski, director of national accounts for ASI Underwriters, holds up her steno pad. She writes on both sides of the paper. She points out a sign above the copier. It reminds people that color copies cost 10 times more.

Florida's a tough property insurance market, with very, very small margins. Keeping expenses in check is key.

Once a month on Friday, the company comes in early for a standup meeting. For each department that hits its goals, every ASI employee leaves with $40. If everyone's on the ball, it adds up to a tidy cash bonus of $240. Many of the goals are customer-focused: Did claims reps return all calls the same day?

Rewarding everyone for individual successes reinforces good-natured collaboration, employees say.

No one resents pitching in when it boosts the bottom line, in cash rewards and in year-end profits. (And no one wants to fail when it keeps friends from earning a bonus.)

Michael Sanchez, a flood claims manager who joined the company the day Hurricane Charley hit, says colleagues share a vested interest in one another.

"We're all trying to help each other — that common goal," he says.

• • •

Auer builds that goodwill for a precise reason: He wants his employees to treat independent agents and policyholders the same way.

Insurance is a people business, he says. It's a relationship business.

Want independent agents to send you their best, lowest-risk customers? Make it fun to call ASI.

The company mails smoke alarm batteries to its policyholders; it sends handwritten notes to agents on special occasions. For an agency council meeting at its St. Petersburg headquarters for agents in Florida, Texas, Louisiana, South Carolina, Arizona and Colorado, every department picked a state theme and hammed it up.

Darcie Toteva and Janice George, in finance, picked Starke for their Florida theme and turned the department into a prison, with hanging crepe paper bars. A fake electric chair, they agree, was over the top. But they had a reputation to live up to. After all, finance had won the Halloween theme contest three years in a row.

The company goodwill helps in another way. When long hours hit, there's little complaining. This time of year, Toteva and George are slammed. Year-end statements. Yellow books for every state. It means long hours, weekends.

"We work hard, but we balance it," Toteva said. "They let us do fun stuff."

• • •

This is what Toteva and George remember about 2004. Toteva had just joined the company; George had been there a year and a half. Hurricane Charley was the company's chance for a strong first impression with policyholders.

"It was very important that we answered the phone, and boy, did we," Toteva says. She's an accounts payable manager, but everyone did everything. "It really did merge all the departments together."

Toteva cried with customers who shared devastating stories. Homes battered, pets missing.

Auer gave pep talks and brought in masseuses.

"They took care of us," George said.

Reach Becky Bowers at or (727) 893-8859. You can follow her on Twitter at

No. 1 American Strategic Insurance Corp.

Founded in 1997 with headquarters in St. Petersburg, it deals in property and casualty insurance, offering personal property (homeowners, dwelling fire), commercial property (condos, apartments, offices), personal umbrella and flood coverage. It offers products in Florida, Texas, South Carolina, Arizona, Colorado and Louisiana, with plans to expand to 20 additional states.

What employees say about ASI

"ASI treats their employees with respect and like family. It is easy to give more than is required because of the way they treat us. I would give my time to the company for free because I enjoy working here so much and I love the people I work with and for."

"Employees are treated very well and everyone gets along. I have never worked anywhere that employees are looking to help others rather than passing the buck onto someone else or blaming others for not getting things done."

"Getting up in the morning and going to work isn't a chore, it's an enjoyable part of my day. The atmosphere at work is genuinely happy, and I enjoy greeting everyone every morning. What a nice way to start a day!"

"I am given the opportunity and freedom to work at my own pace effectively and voice my opinion openly regardless of who may disagree."

"I come in every day and it doesn't seem like work. The people I work with all have a great balance of fun and productivity. When it comes to getting the job done, we get it done fast."

"I have the flexibility needed to perform well at my job plus take care of my family. The company promotes independence and trusts their employees to do their best. Therefore, people work really hard to get the job done."

"This company is a family, they all take care of the company and each other. It is also a well-run organization and I'm fully confident we are making the best moves in the industry."


2 APG Electric

The electrical contractor with 220 local employees was founded in 1983. Some of its top contracts include Boca Ciega High School, the Tampa Museum of Art, USF's Performing Arts Center and more than $26.5 million for installation work at St. Joseph's Hospital North. Notable: It also took the Times' survey award for Top Managers (See Page 20).

3 Century 21 Beggins


The real estate company, started in 1992, met its original commission income goal of $1 million three years early — in 1996. The Apollo Beach-based company opened an office in South Tampa in 2006 and a St. Pete Beach office in 2007. Notable: It is one of the area's top fundraisers for Easter Seals.

4 SouthEast

Personnel Leasing

The Pasco County-based insurance and personnel services company is locally owned and had $900 million in revenue. Owns Lion Insurance Co., Plymouth Insurance Agency and Packard Claims Administrator. Notable: It pays 90 percent of the health insurance plan for in-house employees.

5 Tampa Bay Rays Baseball

Employs 155 people locally and more than 600 around the country. It offers full-time employees one day per

month to volunteer within their community

and free tickets to all home games. Notable: Every full-time employee received a champions ring after the team won the 2008 American League pennant.

Tough test forged bonds between American Strategic Insurance, employees 03/21/10 [Last modified: Friday, March 19, 2010 8:33pm]
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