Life of Jamaica (LOJ) began operations on June 1, 1970, as the first life insurance company in Jamaica to have public participation in its ownership. R. Danny Williams and his team of executives persuaded the North American Life Assurance Company of Canada to permit them to form a new company; Life of Jamaica Limited. Prior to June 1, 1970, the Danny Williams led team raised JA$2.5 million by public subscription of shares, created operating systems for the new company, and quickly won the confidence of the insuring public in Jamaica.

Led by President and CEO Mr. R. Danny Williams and Chairman of the Board of Directors, Mr Douglas Fletcher, LOJ began with an 18-member board including Mr. Adrian Foreman (vice-president- agencies), Mr. Herbert Hall (vice-president- insurance operations), Mr. Donald Davidson (director- agencies) and Mr. Manley McAdam (director- agencies). Life of Jamaica began with traditional insurance plans such as Whole Life, Endowment and Term as well as special plans such as the Enhanced Protection Plan, specially designed educational policies, and a Double-Endowment Plan suited for retirement. The new company’s field force wrote more than $1 million in life insurance on the first day of operations.