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.