In study after study, agents and brokers regularly report that the task of finding new leads is critically important to maintaining a fiscally sound agency, and one they would frequently like more help with—from carriers, wholesalers and industry associations. But agents across the country are finding new ways to connect with clients in emerging markets. You just need to know what to look for.

David Baker, principal at Stratum Insurance Agency headquartered in Costa Mesa, Calif., became aware of food trucks as a "destination" dining option about 3 years ago. That was when he said he "first heard people say they were going to eat dinner at a food truck." Since then, his team has helped mobile food businesses of all flavors understand their insurance needs and get the right coverage. "Our agency has a focus on mobile businesses in general," Baker said, explaining that expanding their sales efforts, which cover businesses such as mobile window tinting, to include food trucks was a natural evolution. Having an office full of young foodies didn't hurt, either. "I think part of it has to do with the personalities of our agents and going out and having an interest in the industry," Baker said of success in tapping the still relatively new food truck market. "I can't speak for other agents, but I would assume that people sell what they like as well." Baker estimates his agency's annual premium at between $10 million and $13 million, and said that food trucks make up less than $1 million of that.

Like Stratum's off-hours interest in food truck fare, the team at San Jose, Calif.-based Thoits Insurance Service harbors a keen familiarity with technology. That expertise serves the agency well as it embraces and supports the quickly expanding cyber liability market. "The general concept for cyber liability really kind of started taking off about 18 months ago," said Ted Way, client executive and cyber and management liability practice leader at Thoits. "That was when we started making these submissions on a regular basis." The concept of cyber liability has actually been around for a while, according to Way, but it has only been recently that it has started to really gain traction. "Now we're starting to see a lot of people pay attention to it, because of the technology and social media and Web presence—everything that we're doing over the Internet. It is becoming a really interesting topic." He added that cloud computing, cyber bullying, and the growing use of electronic health records are also combining to give the issue more relevance every day. Cyber liability comprises about 3 percent of Thoits's $125 million annualized premium volume.