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By late September, when the NALU held its annual convention in New Orleans, the United States was at war. Members were assured, however, that the movement of troops would not hamper rail service to the convention. Even so, attendance was low. The total number of delegates, alternates and guests was 584.

Among the prominent men on the list of speakers for this convention was Franklin K. Lane, Secretary of the Interior. Actually, his remarks had little to do with life insurance. His speech was a patriotic appeal for the life underwriters to assist in the sale of the second issue of Liberty bonds.

One of the resolutions adopted by the delegates endorsed the Federal War Insurance bill, then before Congress. "We heartily comment the purpose of our government," the resolution read, "to indemnify our soldiers, sailors and nurses against disability or death caused by this war, and especially to provide for their dependents on an adequate and modern basis…." For the first time in history has a government taken up in advance this insurance against future risks by the largest life insurance transaction ever proposed."

Among other matters discussed was a proposal to draw up a statement of the associated agents' ethical principles. Scovel agreed to head the special committee to present "a declaration of the ideals we stand for." The officers chosen to govern the national body for the 1917-18 year were: president, Lawrence Priddy of New York City; vice presidents, M.J. Dillon of St. Paul, Minnesota, Orville Thorp of Dallas, and J.T. Wilson of Halifax, Nova Scotia. George L. Dyer of St. Louis was named secretary, and Jonathan K. Voshell of Baltimore became Chairman of the Executive Committee.

The war naturally imposed some difficulties on general agents and managers who found their agencies reduced by the lack of available young men. Nevertheless, the agency force proved themselves willing contributors to the war effort. "We were very busy at the office at this time," Charles Ives later recalled, "with the extra Red Cross and Liberty Loan drives, and all the problems that the War brought on." Between September 1918 and September 1919, America's life underwriters surpassed all previous records in promoting the sale of bonds. Total sales promoted by local associations during the Fourth Liberty Bond Campaign and the Victory Loan Campaign amounted to $417,207,796.00.

Primarily through the Bureau of Salesmanship and Research, the NALU became involved in offering servicemen opportunities in life insurance selling when they returned to civilian life. Barnes explains:

An overseas course in life insurance instruction was established, in effect the first regularly scheduled course ever developed, and was carried out by members of the association. With the cooperation of the Department of Insurance, American Expeditionary Forces, and the Life Agency Officers Association, and using the developments of the Carnegie Bureau as a basis, association members led in bringing life insurance instruction to soldiers. Over 1,200 students in classes and 1,800 others in reading and study clubs were reached, and over 120,000 men heard one or more lectures connected with the plan.[lxvi]

The associated agents of North America gathered at the Hotel Astor in New York City, September, 1918, for their annual meeting. It was a unique gathering, billed as the "first International Convention of Life Underwriters: 12th Annual Convention of the Life Underwriters' Association of Canada; 29th Annual Convention of the National Association of Life Underwriters." It began with the singing of My Country 'Tis of Thee, God Save the King (same tune, of course), and "the International Hymn Two Empires by the Sea." In addition, Life Association News reported, "The New York Police Band of fifty-five pieces was stationed in the balcony and from time to time throughout the first day rendered inspiring patriotic selections." At the concluding banquet, "toasts were drunk to President Woodrow Wilson, King George V, and to the soldiers and sailors of the allied countries."[lxvii]

The contributions life insurance could make to the war effort constituted the main theme of the convention. An ethics chart was adopted and a resolution was passed advocating an institutional education campaign. Jonathan K. Voshell of Baltimore was elected president of the national body.

Proclaiming an identity of interests among the insurers, the insured and the public, the Chart of Ethics stated, "Life insurance is a co-operative Social Institution, differing in essence and practice from a commercial business. Its agents do not sell a commodity; they solicit fit applicants, who need its varied, life-long Services, and Advice in applying them." It advocated "ever growing efficiency and usefulness" on the personal level and "truly professional practice at all points" in soliciting. At the agency level, the chart upheld ideals of active, mutual helpfulness and stood for cordial cooperation between agencies. Finally, it stated a respect for all laws designed to secure ethical business practices. Commenting on its significance, Barnes wrote:

This chart, the first codified expression drawn up by the association and one of the first of its kind in America, was a moderate platform that met with instant approval everywhere. It gave the life underwriter a track upon which to run, and did a great deal to shape the future course of insurance salesmanship in the boom days following the World War. Its influence was widespread and salutary, and proved so significant that other professions used the National Association's Code as a basis for their own business standards. Notable among these was the American Association of Advertising Agencies.[lxviii]

A few weeks after the New York convention, on September 30, Everett H. Plummer died suddenly at his home in Philadelphia at the age of sixty-three. He was the last of the NALU founders to go. (Register had died in 1913.) when the national organization approved the memorial resolution proposed by Charles W. Scovel at the NALU convention the following year, it was noted that Plummer was:

….the last survivor of the stalwart chieftains who organized the National Association, and built it up to strength and influence, and stamped upon it the ineffaceable impress of their own high aims and character….He was the one man most active in the Association's formative years, and a tower of strength in its most difficult and fruitful year.[lxix]

Some months later the National Association experienced the loss of another prominent pioneer. Richard Ellis Cochran died on Friday morning, February 21, 1919, at his home in Englewood, New Jersey. He was 70 years old. Scovel wrote in the March issue of Life Association News:

His death—like that of former President Everett H. Plummer, so recently chronicled—brought surprise as well as grief to his wide circle of friends and associates….

Sudden death has thus, since the New York Convention in September, when both were present, removed the two most notable leaders of the Association's first decade….[lxx]

Foreword by Alan Press, 1988-1989 NALU President

Preface by Jack E. Bobo, 1989 NALU Executive Vice President

Introduction

Acknowledgements

Chapter 1

Laying the Foundation—A Meeting at the Parker House

Leading Figures—Ransom, Carpenter, Blodgett and Plummer

Conditions Leading to the Foundation of the NALU

Rise of Modern Life Insurance and the General Agency System

Issues and Accomplishments of the First 15 Years

Chapter 2

In the Wake of the Armstrong Investigation