The NAP Lives On

Reflecting on Aartrijk’s 25 years in business this month, a few elements rise to the top of the conversation.

First and foremost are the contributions of Aartrijk’s past and current associates, aka “The A Team.” These professionals care about each other and their clients. They want to deliver their best work. 

Two associations, the Big “I” and IMCA, have been particularly supportive of our efforts for all those years.

Aartrijk was ahead of our time on remote work. Most of The A Team has worked out of home offices since 1999. Thus, we did not miss a beat when things got weird in March 2020.

We had opportunities over the years to evolve our agency’s focus and expand beyond insurance. We said no. We have too much love for the industry and the professionals who work in it. We think insurance is fun.

We weighed a name change. “Aartrijk” (R-Trike) doesn’t exactly roll off the tongue. But that is exactly the point in branding, as we were reminded by the late-great Maureen Wall Bentley, an Aartrijk executive. Be unique, be consistent.

But to pinpoint just one tenet that’s endured over 25 years, it is our No Assholes Policy, or NAP. At first an accidental philosophy  —  born out of our positioning, wrestling and mind games with certain characters in New York City and Washington, D.C., — the NAP became our mantra. 

I urge you, too, to let the NAP guide your career or business decisions. 

I already know one group that subscribes: the large generation of emerging professionals in their teens and 20s called Gen Z. No way are they going to put up with difficult bosses and coworkers. They will just walk away. The NAP lives on with that generation.

On behalf of The A Team, to our valued current and former clients and friends around the industry: 

Thank you for 25 years!