Terms of Enrichment

A maverick spreads the gospel of no-frills life insurance

Arthur Williams, 44, was once renowned in Columbus, Ga., for coaching winning football teams at Kendrick High School. Now, 15 years after his retirement from the gridiron wars, Williams is building a nationwide reputation for racking up remarkable scores in the life insurance business. Last year his Atlanta-based A.L. Williams General Agency, which sells policies that are underwritten by a firm called Massachusetts Indemnity and Life Insurance, sold $65.6 billion worth of coverage, an increase of 71% over 1984. With that performance, the ex-coach enabled Massachusetts Indemnity to replace Prudential, which sold $46.4 billion of new coverage, as the world's largest...

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