About this book:

*Lincoln National: The Story of An American Company* chronicles the remarkable transformation of a financial institution founded in 1905 with the singular vision of restoring trust in the insurance industry. From its precarious beginnings in Fort Wayne, Indiana, where it emerged from the ashes of a failed fraternal insurance venture, the book traces Lincoln National's journey to becoming a diversified Fortune 200 powerhouse. Under the enduring leadership of figures like Perry Randall, who secured the iconic Abraham Lincoln name and legacy, and Arthur F. Hall, who guided the company for 37 years, Lincoln National pioneered innovations like substandard and group insurance, expanded aggressively into the reinsurance market, and even established the renowned Lincoln Museum, cementing its unique connection to American history and values.

This comprehensive narrative explores how Lincoln National strategically adapted to a century of economic shifts, world wars, and pandemics, always driven by its core values of integrity and responsibility. The book details pivotal moments such as its restructuring into a corporate holding company in 1968, significant acquisitions like Jefferson-Pilot Corporation in 2006 that dramatically expanded its reach into annuities, retirement plan services, and group protection, and its strategic move of headquarters to Philadelphia. While highlighting periods of impressive growth and a commitment to philanthropy through the Lincoln Financial Foundation, the book also candidly examines the formidable financial challenges of the early 2020s, including market volatility, regulatory scrutiny, and a class-action lawsuit. It showcases how the company, under new leadership, initiated bold strategic actions—from massive reinsurance deals and divestitures to a renewed focus on capital-light products and cutting-edge digital modernization—to navigate these crises. Ultimately, *Lincoln National* offers a compelling case study in corporate resilience, strategic evolution, and the enduring quest to balance profitability with unwavering corporate citizenship in the dynamic landscape of American finance.

What You'll Find Inside:

• **From Founding to Fortune 200:** Explore the century-long journey of Lincoln National from a fledgling Fort Wayne life insurance provider founded on principles of integrity to a diversified financial services powerhouse.
• **The Power of a Name:** Understand how securing permission from Robert Todd Lincoln to use Abraham Lincoln's name and image was a strategic stroke that built immediate trust in a skeptical industry and shaped the company's ethical foundation.
• **Strategic Growth Through Adversity:** Learn how Lincoln National navigated major historical challenges like world wars and the 1918 influenza epidemic, alongside internal restructurings and significant acquisitions like Jefferson-Pilot, to achieve resilient growth.
• **Innovation in Financial Services:** Discover the company's pioneering efforts in areas like substandard and group insurance, its shift into annuities and retirement planning, and recent advancements in hybrid long-term care products and digital solutions.
• **Commitment to Integrity and Community:** Delve into Lincoln National's unwavering dedication to corporate citizenship, highlighted by the establishment of the Lincoln Financial Foundation, extensive philanthropy, and consistent recognition as one of the 'World's Most Ethical Companies.'

Who's It For:

This book is for anyone interested in American business history, the evolution of the insurance and financial services industries, and corporate resilience. It would particularly benefit students of business, finance professionals, and investors seeking a detailed case study of a major corporation's triumphs, challenges, and strategic adaptations over more than a century.