Aflac

Aflac's story starts in Columbus, Georgia, in 1955, when the Amos brothers founded American Family Life Insurance Company to sell supplemental coverage that would pay cash benefits directly to policyholders.[1] The company's early growth came from a simple idea: families needed help paying everyday expenses when illness or injury disrupted income, and supplemental insurance could be distributed efficiently through workplaces and local agents.[1]

Two strategic moves shaped Aflac's modern identity. First, the company expanded internationally and built a major presence in Japan, becoming one of the most recognized providers of supplemental health coverage there.[1][2] Second, it invested heavily in brand marketing to differentiate a product that can otherwise feel intangible. The Aflac Duck campaign, launched in 2000, became a long-running symbol of the company's promise to deliver cash benefits quickly and visibly when a claim occurs.[2]

Across multiple economic cycles, Aflac's niche has been designing products that fit payroll-deduction distribution and can be understood in minutes. That focus created resilience during recessions because payroll-based benefits often remain valued even when consumers cut discretionary spending, and it encouraged disciplined pricing as medical trends and regulation evolved.

Sources: [1] Aflac - Our History: https://www.aflac.com/about-aflac/our-company/our-history.aspx. [2] Wikipedia - Aflac (Japan expansion and Duck campaign context): https://en.wikipedia.org/wiki/Aflac.