OLDWICK, N.J. October 10 (BestWire) - Holborn Corp.'s Eye in the Sky, a Web-based management information application, gives clients immediate access to graphic, multilayered maps that show possible exposures and instant analysis of related data.

Eye in the Sky is one of five finalists for A.M. Best Co.'s 2007 E-Fusion Award.

Holborn, an independent reinsurance brokerage firm formed in 1920, offers advanced analytic tools, global market access and responsive account services to clients across the United States. It is owned exclusively by its employees. The company started developing Eye in the Sky as it researched what would happen if information from the search engine Google Earth was tied in with clients' data. A team of 20 Holborn technology professionals began work on the product in March 2006, and the company launched the current version between January and February, putting most of its clients on the program.

"It's still developing," said Frank D. Pierson, senior vice president and chief technical officer, during an Oct. 10 webinar presentation on the product.

Map information appears in a series of layers that let the client input information on what it deems important. A zoom feature lets them review an agent's territory down to the ZIP code, and identify natural hazards or secure locations. Colored dots on the maps represent different lines of business, and screen tools help the client pull up statistics of policy records contained in a given geographic area and the dollar value of the risk involved. The data can then be bookmarked for future reference.

A picture is worth a thousand words," Pierson said. "By looking at this a client can say, 'there's my risk, I can analyze it.'" Holborn controls the data, provides support, and compares Eye in the Sky's data with real data collected by clients.

Holborn upgraded Eye in the Sky with navigational tools that allow the client to assess new risks, look at a subset of data and pull up satellite images as it receives client suggestions. Long-time clients include Auto Club Group, Nationwide Insurance, the Norfolk & Dedham Group, and Oregon Mutual Insurance Co.

"You can track a storm like Rita or Katrina and say what would have happened if it had landed 50 miles to the left?" Pierson said. Clients can check their reinsurance contract and renewal status, names of reinsurers, premium information, and a summary of reinsurance programs. The information can be instantly downloaded onto an Excel spreadsheet and printed out.

Input for Eye in the Sky was taken from the National Oceanic and Atmospheric Administration, the Center for Severe Weather Research, the U.S. Geological Survey, and the Federal Emergency Management Agency.

Holborn has seen improved client retention, new clients and cost reduction since launching Eye in the Sky. While cost reduction hasn't yet been measured in dollars, the company is not getting as many client requests for exposure information, Pierson said. The company's goal was to create something "simple and realistic," not to recreate commercial cat models, he said.

Holborn views the product as "critical" technology: "Without it we would have a hard time retaining clients and attracting new ones, and this would give us a competitive edge. It's a 'must have' rather than a 'nice to have,'" Pierson said.

The system takes on average less than 30 seconds to run a given scenario, though most data sets will take somewhere between five to 10 seconds. Clients can subscribe to e-mail notification and know immediately if its policies have been affected by an event. "This is one of the tools that allows clients to sleep at night," Pierson said.