Over time, the company continued to serve this customer base, occasionally buying similar companies when they fell on hard times. In order to assure its continued independence at a time when similar companies were duped into being sold, the company kept its ownership concentrated in the Herndon family and its affiliate, the Herndon Foundation.
Continuing to serve its traditional customer base, Atlanta Life℠ became a household name to black families throughout 17 states. Its salespeople collected premiums weekly and the company became woven into the fabric of the communities it served through its strong civic involvement and through its pivotal role in the underpinnings of the civil rights movement. For instance, it was quietly responsible for providing bail for countless students arrested during the sit-in movement. With more educated consumers, the insurance industry as a whole now has to rise to the potential customers’ expectations. Therefore, Atlanta Life℠ has taken on a new vision and mission to build on its century of service.