With InsuranceNoodle.com, former CNA executive Richard Madock is attempting to develop a more efficient way to serve small-business owners.In late 1999, Richard Madock was ensconced within the reputable corporate environment of Chicago-based CNA Insurance Cos., serving as president of the carrier's small-business division.

CNA's powerful brand equity, combined with the growing needs of small-business owners, have enabled the commercial insurer to aggressively expand its small-business program. CNA executives, including Madock, further enhanced the buoyancy of the program when it began to identify the Web as a viable selling channel. The small-business program, which generates more than $1.2 billion in annual premiums, appeared to be hitting on all cylinders, but Madock was looking for something bigger.

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