As PIMA gears up for its 50th anniversary, we had the privilege of speaking with Carl Adamek, a long-time member and former president, whose journey offers a unique window into the organization's evolution. From navigating generational shifts in leadership to embracing groundbreaking technological advancements, Carl's story highlights the challenges and opportunities that have shaped both PIMA and the affinity insurance market over the years.
When Carl Adamek attended his first PIMA meeting in 1990, the affinity insurance industry was on the brink of a seismic shift. The leaders who had laid the foundation for the industry were beginning to retire, making way for a new generation to take the reins. For Carl, a newcomer to PIMA at the time, it was the start of a journey that would span decades of transformational change, innovation, and leadership in one of the most collaborative industries in the world.
Reflecting on his first experience with PIMA, Carl remarked, "My boss at the time said: 'This is where you get to meet your clients in one place. You get to meet your insurance company competitors and other third-party administrators. It's just a good place for you to go.' So I went."
During the discussion, Carl shared pivotal moments from his time with PIMA, offering lessons and advice for current and future members as they navigate insurance industry challenges. His insights reflect a deep understanding of the industry's past, a keen awareness of its present, and an optimistic vision for its future.
Lesson #1: Leadership Requires Intentionality Amid Change
As the 1990s unfolded, the affinity insurance market faced a monumental generational shift in leadership. The industry's pioneers—visionaries who had built the foundation of affinity insurance—were stepping aside. For Carl, this was an opportunity to contribute to the next chapter of the market's evolution, even though he didn't know how big of an impact he would have at the time.
During a PIMA cocktail reception in 1996, Carl was approached by an industry veteran and PIMA board member, Bill Hayes, who invited him to join the organization's board. Bill's reasoning was twofold: Carl represented the next generation of leadership, and he brought a critical perspective as someone from the insurance carrier side, who, until that time, had not participated on the PIMA board or leadership. "I was that next generation. I was a carrier guy, and they were looking to bring that into the mix," Carl explained. "The insurance companies are strong supporters of PIMA."
This intentionality shaped Carl's leadership philosophy and became a defining feature of his time on PIMA's board, including during his time as PIMA President in 2002. When PIMA faced financial uncertainty, Carl and his fellow board members made tough decisions to ensure the organization's survival: "We had to ask ourselves, 'Is PIMA going to be around next year?'" Fortunately, their strategic efforts laid the groundwork for PIMA's future success, turning a precarious moment in time into a springboard for growth.
Lesson #2: The Evolution of Affinity Insurance Demands New Perspectives
The affinity insurance market has changed dramatically since Carl first entered the field. He recalls his early career when underwriting was done on paper, and PCs were a novelty in the workplace. Over time, technology transformed how insurance products were designed, marketed, and distributed. But with these advancements came new challenges, particularly in the realm of regulation and compliance.
"Evolving regulatory and compliance requirements have made it more challenging to use what I'll call the traditional association model to deliver products and services," Carl said. "The length of time to get forms approved seems to take longer even with the technology efficiencies. If we want to do a nationwide filing ... we have to book probably two years to get full approval."
Yet, Carl views these challenges as opportunities for innovation. He believes the future of affinity insurance lies in working with technological advances rather than against them. He is particularly excited about the potential of artificial intelligence (AI) to revolutionize the industry. "AI is going to be a game changer in ways that we're thinking about today and also haven't even dreamt of," he said. By leveraging new technologies, Carl envisions a future where insurers can better meet customers where they are, creating more tailored and accessible solutions.
Lesson #3: Building Community is Central to Sustained Success
For Carl, the heart of PIMA—and the affinity market as a whole—is its people. He fondly recalls the sense of camaraderie that PIMA fosters, where competitors become collaborators and lifelong friendships are formed. "You go sit with competitors and talk about your wares, compete, and then retire to the same retirement communities as good friends. I mean, where [else] does that happen? It's a pretty special space to be in," he said.
Carl also sees mentorship as a critical component of building this community. As a participant in PIMA's mentorship program, he's passionate about helping the next generation of leaders develop the skills and confidence they need to succeed. Carl emphasizes that mentorship isn't defined by age or tenure. "Mentorship is more about skill set development," he explains.
Whether you're fresh out of school or a seasoned CEO, the key is a commitment to continuous learning. For Carl, it's all about working together to adapt to changes in the industry, something PIMA continues to encourage through its community of industry trailblazers.
What Does the Next Chapter of Affinity Insurance Look Like?
As Carl reflects on his career, he is optimistic about the future of the affinity insurance market. He believes that by embracing new technologies, redefining affinity, and fostering intentional leadership, the industry can continue to thrive. However, he stresses the importance of regulatory reform to keep pace with innovation. "If we want to broaden the affinity market, [then] we also need to be taking the lead in bringing regulation with us," he said.
Carl's journey is a testament to the resilience and adaptability required to navigate an ever-changing industry. For those considering a future in affinity insurance or involvement in PIMA, his advice is simple yet powerful: "Go. Just go to PIMA, learn, and immerse yourself."
Carl believes deeply in the opportunities this industry offers and the importance of welcoming new perspectives to drive innovation. "This is a people business," he says. "[We should] not only maintain that environment within PIMA but also create more opportunities by investing in people and the next generation. Because without the people, we don't have a business."
Inspired by Carl Adamek's journey? Whether you're an industry veteran or just starting out, PIMA offers unparalleled opportunities to connect, learn, and lead. Join us in shaping the future of the affinity insurance market and be part of a community that's redefining what's possible.
PIMA® (Professional Insurance Marketing Association®) is a member-driven trade association focused exclusively on the affinity market.
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