“Any organization that isn’t reaching down to the next generation of leadership is being short-sighted.” These words from Art Seifert, CPCU, CIC, RPLU, chief executive officer of Bunker Hill Underwriters, could probably apply to any organization. However, they’re especially important for Target Markets Program Administrators Association. Seifert’s admonition reflects what TMPAA’s board envisioned when creating Leadership 2.0, an initiative designed to develop and engage program administrator professionals under age 40.

“The idea was two-fold,” Seifert recalls. “First, we wanted to reach to the next level within our firms and start grooming people to be leaders of the association over time. At the same time, we wanted to illustrate to those younger people how important it is to be able to access all that Target Markets has to offer, both for their own careers and for the benefit of their employers.”

Byron Way, Bunker Hill president and chief operating officer, serves as the Leadership 2.0 chair. “We first met as an organization last year at the TMPAA annual meeting, and then again at Mid-Year,” he explains. “We identified a number of opportunities to build the organization and to create an environment that will benefit all ‘Under 40s.’” Key focus areas include education and networking.

The group has connected online. “We are set up on LinkedIn,” Way says, “We use that to keep people up-to-date. We’re exploring ways to create a greater social media presence.” But Leadership 2.0 is about more than social networking. “Insurance is a business of people and relationships,” Way adds. “The in-person interaction is and will be an important part of how we operate.”

This year, at the Target Markets Summit, Leadership 2.0 will present The Dating Game. “It’s exactly what it sounds like—a take-off on the TV show,” Way says. “We’ll have a carrier—the bachelor or bachelorette, if you will—ask questions of agencies and MGUs. Then we’ll turn it around and the MGU will ask carriers questions. The idea is to identify what agencies and carriers want and need in a relationship.”

All Dating Game participants will come from the under-40 crew; audience members can be of any age. “We want to create an environment that gets everyone involved,” Way explains. “Following the game, those in the Leadership 2.0 age category will have an opportunity to network.”

According to Way, The Dating Game will serve two distinct, but sometimes overlapping, groups of under-40s. “Some people primarily want to network,” he says, “and some people are more interested in learning. We’re trying to create equilibrium between both.”

Of course, an overriding goal of Leadership 2.0 is to drive relationship building. “We want to bring together people in similar situations, to meet, converse, get to know each other,” Way notes. “It’s hard breaking into groups of people with long-term relationships, who know everyone else, and who have been networking together for years.”

Over time—and perhaps a short time, Way sees Leadership 2.0 driving opportunities for members to develop new programs. “Many younger people don’t have the same opportunities as their senior co-workers,” he notes. “A lot are just tagging along with others to meetings. Being with people their own age lets them build relationships and, hopefully, do business. It’s a pretty simple idea.”

Worse, Way notes, is when younger professionals are not tagging along with others at meetings. “In conferences across the country, attendance is down,” he observes. “When that happens, who gets cut? The juniors.”

This realization is driving him and the group to create more reasons for younger people to take part in TMPAA. “We are positioning younger talent in our industry to step up to the next level,” Way adds. “We need to get ignited, to get more involved, to get deals up and running, and not wait for another 10 or 20 years.”

His advice to peers: “This is a chance to be active and to step into new roles. Take advantage of it. Target Markets leaders created a fantastic opportunity to get like-minded young folks, people who want to go out and make a difference, together.”

Seifert has suggestions for his peers: “If belonging to TMPAA has had a positive impact on your business and career, give your future leaders the same opportunity. Let them learn and use all that Target Markets has to offer to help your company grow.”

With the advice comes a warning. “Not encouraging that next level of leadership in your organization to attend Target Markets events is short-sighted,” he explains. “This is the best time to have them learn and build their networks, because when the market turns, they’ll be better prepared to take full advantage of it.”