One hundred years ago a former slave, Alonzo Franklin Herndon, founded what would become the Atlanta Life Financial Group. A sharecropper from Social Circle, Ga., he parlayed his haircutting skills into the finest men's barbershop in Atlanta, catering to the white businessmen who populated Peachtree Street until his shop was damaged during the 1905 Atlanta race riots. An indomitable entrepreneur, Herndon was a real estate investor, a world traveler, an amateur architect, a pillar of black Atlanta, and its wealthiest black man. His mansion, built by black artisans in 1910, today abuts the Morris Brown College campus and is listed on the national register of historic homes.

The company that Herndon founded with a $140 investment was the outgrowth of one of the many benevolent societies catering to low and moderate-income consumers. Salesmen sold the company's low cost industrial insurance door-to-door at a time when, perhaps, they were the only black men passing through a southern town wearing suits and ties.

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.

Important Dates In The History Of Atlanta Life

2004 - Ronald D. Brown becomes the 6th president

2003 - Atlanta Life enters the Pre-need market offering products and services to help consumers fund preplan and prearrange funerals.

2002 - Atlanta Life enters Asset Management Business offering products and services to help institutions and high net worth individuals build and protect wealth.

2001 - Atlanta Life Insurance Company becomes a financial services organization and is renamed Atlanta Life Financial Group.

1999 - ALIC turned a new leaf to make their motto, "Atlanta Life, Your LIFE Partner." It was also the first time in its history that mass advertisements and commercials were made to promote new products and push the significance and importance of ALIC's rich history.

1998 - A trendy and exciting new corporate logo was introduced that was influenced by the appearance of the home office with the new slogan, "Atlanta Life Secures Your Future"

1996 - Charles Cornelius became the 5th president

1995 - The updated professional, and sophisticatedly styled new corporate logo and new corporate motto came into play: "Atlanta Life Is On The Move"

1992 - Mr. Don Royster became 4th president

1977 - Norris B. Herndon dies

1973 - Jesse Hill, Jr. became the 3rd president, Norris B. Herndon becomes chairman of the Board
 
1943 - ALIC's capitalization grew to $1 million

1934 - Company began operations in Ohio

1930-1932 - The worst financial conditions of ALIC's history due to the war

1927 - Alonzo Herndon dies at age 69. His son Norris takes the helm of president

1924 - The Company extended operations to Florida, Tennessee, Kentucky, Missouri, Kansas and Texas

1922 - Atlanta Mutual obtained an amended charter which increased capitalization to $100,000 and authorized the writing of all classes of life insurance. The Company also became known as Atlanta Life Insurance Company

1918-1919 - Severe influenza epidemic heavily obligated the Company with sick & death claims

1918 - Atlanta Life moves to 148 Auburn Avenue

1915 - Atlanta Mutual had over $1 Million of insurance in force

1912 - Alonzo Herndon marries Jessie Gillespie

1910 - Mrs. Alonzo Herndon (Adrienne) succumbs to Addison's Disease

1905 - Alonzo Franklin Herndon, former slave, prominent Atlanta barber and first president, purchased for $140, The Atlanta Benevolent and Protective Association (later called Atlanta Mutual)

1902 - Herndon opens The Crystal Palace, an elegant barber establishment, located at 66 Peachtree Street

1893 - Alonzo marries Adrienne Elizabeth McNeil

1883 - Operates barber shop with partner

1882 - Herndon moves to Atlanta, GA.

1858 - Alonzo Herndon born into slavery on a Georgia plantation