Lloyd's Uses Internet to Extend Global Reach.

ATLANTA - Lloyd's, the London-based insurance market, is growing in the United States and online as it reaches out to overseas brokers and underwriters in an attempt to redefine itself as a global leader.

Lloyd's has unveiled a new Web site--www.lloyds.com--designed to give brokers, risk managers and other professionals worldwide greater access to the Lloyd's system of hundreds of brokers, underwriters and agencies.

Demonstrating the Web site at Lloyd's display booth on the RIMS exhibit floor, spokesman Adrian Beeby entered "Brokers" and "California Earthquake," and produced a list of Lloyd's brokers involved with coverage in that business, along with contact information. "This Web site will allow risk professionals outside of the U.K. to access Lloyd's, to see who are the underwriters and brokers doing business in particular areas and lines."

Lloyd's invested about [pound]6 million (about $8.6 million) in the site.

Another part of Lloyd's drive to open up globally is a push to bring more overseas brokers into the market. "Last week we accredited six brokers," Beeby said. Two of those brokers were from the United Kingdom, but the others are based in France, Luxembourg and Singapore. Two U.S. brokers are in the accreditation process.