Born to write code: it's a story straight out of Silicon Valley: A 5-year-old boy begins programming; gets a job writing code in high school; starts up a software company in college; secures venture capital funding and then turns an industry on its head. In Robert Morrell's case, the startup took root in Georgia, and risk management information technology will never be the same

Risk & Insurance, April 15, 2005 by Michael Fitzpatrick

A big break came when the biggest software company of all, Microsoft Corp., expressed interest after three days of demos. The software giant, however, wanted a company with more substantial backing.

Microsoft's treasurer suggested they enter into a partnership with AIG or Aon, and called the chairmen of both firms to get the ball rolling. In the end, AIG invested in RiskLabs, giving it the capital it needed to rebuild its software for the Internet and develop the RiskConsole system it has now.

AIG last year sold the firm to Aon, which has been a better fit. "With Aon, the strategic fit, it's absolutely perfect," Morrell says.

Now Morrell is enjoying the good stress that comes with managing a team that is developing new technology for a rapidly growing business, while balancing the demands and differences between the corporate culture at Aon and the startup spirit at RiskLabs.

"I have a yew open atmosphere that's very demanding but also very casual. We have not changed our dress code since we started our company," Morrell says, adding, "We're able to be the best in our market with one-third the staff of our competitors, and I think that's saying a lot. I hire the best and expect that from them." Those competitors include Marsh's STARS and Crawford & Cos.' Risk Sciences Group RMIS products.

Morrell also remains focused on the fundamentals. "No. 1: Clients are the reason we exist. Our goal is for our clients to be happy," Morrell says. "No. 2 is technology is subservient to the business. Business sets the priority, and the technology people solve the problems. That's what the technology people are for."

While he sometimes misses programming, Morrell is enthusiastic about the opportunity to make RiskLabs a global success.

"I get the best of both worlds in that regard," Morrell says. "I get to be involved with the details of solving complex problems as well as sales, supporting clients and business strategy."

That enthusiasm for growing the business domestically and internationally is an important part of Morrell's work with Aon.

"What I appreciate about Bob is that he is really interested also from a commercial perspective," says Ed Monchen, managing director, eSolutions, Aon Risk Services International. "If you talk about sales and you talk about making RiskConsole successful to the rest of the world, he really gets interested."

MICHAEL FITZPATRICK a former writer and editor for Reuters, contributes frequently to Risk & insurance[R].