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American Equity's Story


In 1995, David Noble retired … for three days. He spent almost half a century in the insurance industry and was not pleased with the direction most companies were headed. He noticed that insurance companies were increasingly losing touch with their customers and offering inadequate service to customers and agents alike. He formed a company that would focus on two crucial components: great service and sound retirement products. 


In order to provide a solid foundation, David started by putting his net worth on the line and borrowed money on top of that. Next, he assembled a core management team that had worked with him for a minimum of 10 years and shared his passion for insurance.  Additionally, each member was required to invest some of their own net worth into American Equity and have their own “skin in the game.”

David Noble started American Equity from scratch with a business plan written on a legal pad. The first three words on the paper were these: People. Service. Future.® 


This has been our foundation since inception. American Equity is focused on these core aspects of our industry and they have led us to extraordinary success in an unprecedented amount of time. 


In an industry built on trust and relationships, American Equity is committed to its people. David Noble's legacy is rooted in the belief that a company is not a building or a charter, but rather it is the people that make the company. The character of our people has been significant to our growth and the core of our continued success. American Equity is a company built on relationships. Relationships with the agents that sell our products, the consumers that buy our products and the community that surrounds us. We support many charities in our community and our employees enjoy being involved in a number of different volunteer events. Click here to see a list of the causes American Equity proudly supports.

At American Equity, we provide exemplary service each and every day.  Our basis as an organization is person-to-person interaction.  The concept is simple — we treat others the way we want to be treated. This Golden Rule approach is maintained throughout the American Equity family and passed on to our agents and contract owners. It starts by your phone call answered promptly by an American Equity professional, issuing contracts within 24-48 hours (contracts that are in good order) and processing requests within 3-5 business days (for requests that are in good order). Our service is second to none in our industry; we go the extra mile to earn your business and loyalty!

American Equity helps our contract owners protect, preserve and secure their assets for a financially optimistic future. The design of our products and the conservative nature in which we invest our assets proves our commitment of ensuring a bright tomorrow. Our contract owners sleep better at night knowing their finances are in good hands because our annuities help individuals preserve their retirement dollars and provide a secure predictable return that they cannot outlive. We give customers the financial peace of mind they are seeking!