While E&S competitors seek to expand globally through mergers and acquisitions and to diversify their product portfolios, Markel Corp. is taking a radically different course in this soft market.

In fact, Markel--having built its broad specialty product portfolio by acquiring seven of its eight business units--is about to embark on a strategy to make sure underwriters in all eight deliver consistent messages about their product offerings to customers, according to President and Chief Operating Officer Paul Springman.

Mr. Springman, referring to a Markel initiative known as "Atlas," described it as a "customer-focused regional strategy" aimed at moving Markel underwriters physically closer to their broker clients.

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