LINCOLN, Neb. -- Heritage Administration Services, a risk-retention group, has re-entered the market under new ownership, and with a new business approach.

Introduced at the NADA Convention in New Orleans as the "New Heritage," the company provides insurance from General Fidelity Insurance Co., a wholly-owned subsidiary of Bank of America.

Larry Roseberry, president and CEO of Heritage, said he was surprised by the response from prospective agents. "It works," he said. "If you do the right things for people, in the right way, it’s appreciated!"

Heritage also provides a vehicle service contract product called CSICare, which is taken from the company’s tagline: Character. Strength. Integrity. "Most automobile dealers today have chosen the factory program for both the security it affords and the name," Roseberry explained. "We are very hopeful that dealers will recognize that they can have both of these things with Heritage, because of our association with Bank of America."

George Anderson, president of George Anderson & Co. (www.ideasthatlast.net), serves as a consultant for Heritage. "What impresses me the most is the company’s willingness to admit when it makes a mistake and correct it." He added that the company is now going in a new direction and making an effort to immediately address any issues.

"In the rush to have everything ready for the convention, some coverage was missed. As quickly as it was pointed out, it was added, and the problem went away."