Interview with Đek Šurija: His thoughts on the Boating experience, and How he added value to his clients and business partners

CYR: Mr. Šurija, for many years you have been a well know expert in the field of marine insurance, but a few years back you decided to rebrand your business as Premium Yacht Insurance by Jack Šurija. Why?

Šurija: Over the course of my career I understood that marine insurance was very different from standard home, life, and car insurance, which are dominated by large corporations. I understood the importance of knowledge and personal service in adding value for both my clients, and the corporations that insure my business. Over time it became evident that I was offering a premium product to my clients, and large insureres were offering me better terms, so I launched Premium Insurance by Đek Šurija and took my business to the next level.

CYR: You speak about the importance of knowledge in adding value. Can you tells us a little about your qualifications?

Šurija: I studied to be a Maritime Traffic Engineer, became a licensed skipper, as well as a Court Appointed Marine Surveyor. These skills were very important to the insurance industry as they helped me gain the confidence of clients, as well as the authority to settle complex disputes. I then focused on quality, by certifyimg my company to various ISO Standards through the European Organization of Quality.  Once I saw the benifits, I became an EOC Auditor, allowing me to certify other organizations in acheiving various quality standards. 

CYR: Can you give us an example of how you used your knowledge ot add value to your insuranc products?

Šurija: One example would be my REX Initiative.  REX was created to create quality standards in Repair EXcelence. I developed a network of major repair facilities along the coast, and set quality standards as well as fair, standardized pricing for repairs, resulting in maximum value for clients, servicers and insurance providers.

CYR: Every year we see you at boat shows, often leading educational seminars or at regattas and nautical events as a co-organizer. Is this really so neccessary?

Šurija: It's all part of the nautical experience… Young economic gurus tell us that we must view the leasure boating industry in a new light – as the economy of experience! The economic costs of the experience can be measured, but the ultimate goal is a subjective experience, which must be peasureable and memorable. I believe the mission of nautical professionals must be to promote and preserve the memorable experiences of our clients. Boat owners, skippers and their crews are out on the water for their own personal experiences, while nautical professionals must stand behind their activities in a responsible manner. The expansion of boating has been followed by an expansion in ameteurism. I have spent spent a lot of time and resources in training boaters to minimize potential dangers to property, life and health, as well as the environment. Financial compensation is ultimately available from an insurrer, but responsible avoidence is the only way to truly ensure a positive boating experience. 

CYR: How did you develop your educational curriculum?

Šurija: At the beginning of my career, I assembled a group of experts and asked them: What can we as insurers do to insure the pleasure of boating? The conclusion was that we must first educate ourselves, create a standard for the advice and knowledge we provide throughout our value chain, and only then start mentoring sailors. In doing so, we set the following motto: 'to be someone's mentor we must be a teacher, but also a student'. Prevention = education of our clients as well as ourselves. My team is constantly collecting and analyzing data from unfortunate events, but as well recording the many inquiries of our clients. This is important in improving our communication and maintaining our goal of maximizing a client's nautical pleasure. We try to pass on to boaters our experience in good maritime practices. It can only be learned from more experienced sailors and skippers. We are constantly educating ourselves as well, particularly as vessels become more more sophisticated, regulations becoming stricter and weather conditions become more volatile. Knowledge of foreign languages ​​is also important. My team and I, communicate with clients in as many as five languages, which is not only important when concluding a policy, but in dealing with day to day on water activity, especially during breakdowns and dispatching help at sea, or during routine checks by the maritime police.

CYR: In our discussions, you used the term "verified insurer“. What does this mean?

Šurija: Many insurance agents simply sell sell a policy, leaving the client to deal with thier insurer to resolve a claim. A verified insurer is the ultimate symbiosis of the services of an insurance agency and an insurance company. As a maritime expert, skipper and court expert, I am able to expedite claims on my own and ensure that clients are paid quality repairs and fair compensation. This is where the true value of an insurer is derived.

CYR: As a Court Appointed Marine Surveyor, do you offer your services beyond your clients claims?

Šurija: Yes, of course. I can assist in providing vessel survey to potential buyers of used vessels so they truly know what they are buying, or assist owners in assesing a strategy for refitiing their vessels.

CYR: Any final words for our readers?

Šurija: We all know that vessel safety is imporant in ensuring a pleasurable boating experience, but too few boaters understand that boat maintenance is a year round activity. In this way, the vessel will always be well maintained and the potential risks of failure, breakdown or fire will be reduced. As well, boaters pay too little attention to weather forcasts and underestimate the power of the sea when the weather acts up. My final words to boaters: „Use your boat! Dont procrastinate!“ My late father often told me: “You are not a boater when you are on land, you are only a boater when you are at sea!“