Assurant vs PepsiCo: Founders, CEOs and History
Assurant was founded in 1892 by Founders of La Crosse Mutual Aid Association and is led by Keith Demmings. PepsiCo was founded in 1965 by Caleb Bradham, Donald M. Kendall, Herman W. Lay and is led by Ramon Laguarta.
Company facts
Founders
Assurant
Founders of La Crosse Mutual Aid Association
The La Crosse Mutual Aid Association was established to provide disability insurance to consumers. It was later licensed as the Time Insurance Company in 1910 and evolved into a Wisconsin health and disability underwriter.
PepsiCo
Caleb Bradham
Caleb Bradham created "Brad's Drink" at his New Bern pharmacy in 1898, renamed it Pepsi-Cola and incorporated the Pepsi-Cola Company in 1902.
Donald M. Kendall
Donald M. Kendall led Pepsi-Cola and engineered its 1965 merger with Frito-Lay to form PepsiCo, which he ran as CEO until 1986.
Herman W. Lay
Herman W. Lay (1909-1982) started his career as a snack food salesman. In 1932, he opened a snack food operation in Nashville, Tennessee, eventually purchasing the manufacturer and renaming it H.W. Lay & Company.
CEOs and their tenures
Assurant
- J. Kerry Clayton2004–2006
Former Chief Executive Officer
Led Fortis, Inc. through its February 2004 initial public offering and rebranding as Assurant, Inc. and ran the company for its first two years as an independent listed insurer.
Source - Robert B. Pollock2006–2014
Former President and Chief Executive Officer
Ran Assurant through its first decade as an independent specialty insurer, holding together a portfolio that spanned health, employee benefits, prearranged funeral insurance and lender-placed property.
Source - Alan B. Colberg2015–2021
Former President and Chief Executive Officer
Took Assurant out of health insurance and employee benefits and rebuilt it around lifestyle and housing protection, then bought the scale to make that work.
Source - Keith W. Demmings2022–present
President and Chief Executive Officer
Has run Assurant as a two-segment protection company, pushing it further into device repair, trade-in and resale while growing the lender-placed housing book.
Source
PepsiCo
- D. Wayne Calloway1986–1996
Chief Executive Officer
He more than doubled PepsiCo's revenues during his tenure and heavily invested in the restaurant division before it was later spun off.
Source - Roger Enrico1996–2001
Chief Executive Officer
He dramatically simplified the company's structure, allowing it to focus resources on its core grocery and convenience store distribution networks.
Source - Steven Reinemund2001–2006
Chief Executive Officer
He oversaw significant international expansion and revenue growth, setting a strong operational foundation before handing leadership to Nooyi.
Source - Indra Nooyi2006–2018
Chief Executive Officer
Under her 12-year tenure as CEO, PepsiCo's revenue grew by more than 80%, and she fundamentally reshaped the company's identity from a junk-food purveyor to a diversified global food and beverage giant.
Source - Ramon Laguarta2018–present
Chairman of the Board & Chief Executive Officer
He sustained strong organic revenue growth and protected operating margins through historically challenging supply chain conditions, while committing the company to major sustainability and packaging reduction goals.
Source
Timeline: Assurant and PepsiCo side by side
1892Assurant
La Crosse Mutual Aid Association formed
Assurant traces its history to the La Crosse Mutual Aid Association, established in La Crosse, Wisconsin in 1892 to provide consumers with disability insurance. No founder of the association is named in the company own histories.
1898PepsiCo
Pepsi-Cola Invented in North Carolina
Caleb Bradham formulated the original digestive cola syrup in his drugstore.
1910Assurant
Licensed as Time Insurance Company
The Wisconsin Office of the Commissioner of Insurance records Time Insurance Company, the successor to the La Crosse Mutual Aid Association, as originally licensed as an insurer in 1910.
1965PepsiCo
Historic Merger of Pepsi-Cola & Frito-Lay
Donald Kendall and Herman Lay created PepsiCo, uniting snacks and soft drinks.
1975PepsiCo
Launch of the Pepsi Challenge
National blind taste tests shook Coca-Cola's market dominance and redefined advertising.
1978Assurant
N.V. AMEV of the Netherlands buys Time Insurance
Dutch insurer N.V. AMEV acquired Time Insurance Company through its US holding company, AMEV Holdings, Inc., then expanded it by buying American Security Insurance, United Family, Western Insurance Company and Superior Insurance over the next 12 years.
1991Assurant
AMEV Holdings renamed Fortis, Inc.
After AMEV combined with VSB Groep NV in 1990 to create Fortis, the US holding company AMEV Holdings, Inc. was rebranded Fortis, Inc. in 1991. It acquired John Alden in 1998.
1997PepsiCo
Restaurant Business Spun Off
PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) as Tricon Global Restaurants, now Yum! Brands, in 1997.
1998PepsiCo
Acquisition of Tropicana ($3.3B)
Acquired chilled orange juice leader Tropicana to dominate morning beverages.
1999Assurant
Fortis acquires American Bankers Insurance
Fortis, Inc. bought American Bankers Insurance Group of Miami, adding credit insurance and specialty warranty underwriting that became the core of the modern specialty lines. Fortis sold its life insurance business to The Hartford in 2001.
2001PepsiCo
Acquisition of Quaker Oats & Gatorade ($13.4B)
Acquired Quaker Oats, adding sports hydration pioneer Gatorade to the portfolio.
2004Assurant
NYSE listing as Assurant, Inc.
Fortis took the US business public on February 5, 2004 in a $1.76 billion initial public offering, the fourth largest of that year, and renamed it Assurant, Inc. The company was incorporated as a Delaware corporation in 2004 and trades as AIZ.
2006Assurant
Robert B. Pollock succeeds J. Kerry Clayton as CEO
Founding chief executive J. Kerry Clayton retired on March 17, 2006 and was succeeded by Robert B. Pollock, then president and chief operating officer, who also joined the board that day.
2006PepsiCo
Indra Nooyi becomes CEO
Indra Nooyi became CEO of PepsiCo in 2006. Chief executive of PepsiCo from 2006 to 2018.
2011PepsiCo
Wimm-Bill-Dann Acquired
PepsiCo completed its acquisition of the Russian dairy and juice company Wimm-Bill-Dann in 2011.
2013Assurant
New York consent order on force-placed insurance
Assurant, American Security Insurance Company and American Bankers Insurance Company of Florida settled a New York Department of Financial Services investigation into force-placed homeowners insurance on March 21, 2013, paying a $14 million penalty plus homeow…
2015Assurant
Exit from health insurance and employee benefits
On June 10, 2015 Assurant announced it would leave the health insurance marketplace and wind down Assurant Health, and on September 9, 2015 it agreed to sell its employee benefits business to Sun Life for $940 million.
2018Assurant
The Warranty Group acquisition closes
Assurant completed its purchase of The Warranty Group from TPG Capital on May 31, 2018 for a total enterprise value of about $2.5 billion, expanding vehicle service contracts and international retail protection. Assurant also sold Time Insurance in 2018.
2018PepsiCo
Acquisition of SodaStream ($3.2B) & Ramon Laguarta Appointed CEO
Acquired SodaStream to pioneer eco-friendly dispensing; Ramon Laguarta took over as CEO.
2020Assurant
HYLA Mobile acquisition closes
Assurant closed its acquisition of smartphone trade-in and upgrade provider HYLA Mobile on December 1, 2020, in a transaction the company valued at about $325 million, roughly doubling its device processing volumes.
2021Assurant
Global Preneed sold to CUNA Mutual Group
Assurant closed the sale of its prearranged funeral and final expense business to CUNA Mutual Group on August 2, 2021 for about $1.35 billion, generating roughly $1.2 billion of net proceeds, and said it intended to return about $900 million of that through sh…
2022Assurant
Keith Demmings becomes CEO and headquarters moves to Atlanta
Keith W. Demmings became president and chief executive officer in January 2022, succeeding Alan B. Colberg, who retired at the end of 2021 after seven years in the role.
2022PepsiCo
Strategic Distribution Alliance with Celsius ($550M)
Secured master global distribution for fast-growing energy brand Celsius.
2024Assurant
iSmash acquired in the United Kingdom
Assurant acquired UK tech repair retailer iSmash on April 4, 2024, giving it 68 drop-in repair locations in the UK under the iSmash and Pocket Geek Tech Repair banners. Assurant also sold its mainland China operations during 2024.
2025Assurant
FY2025 revenue of $12.81B and the OptoFidelity purchase
Assurant reported FY2025 revenue of $12.81 billion and GAAP net income of $872.7 million, its ninth consecutive year of profitable growth, launched Assurant Home Warranty, and in October 2025 acquired OptoFidelity mobile device test automation portfolio to add…
2025PepsiCo
poppi Acquisition and Elliott-Backed Plan
Closed the $1.95 billion poppi deal and announced a North America cost and pricing reset in December.
2026Assurant
RL Circular Operations acquired in Australia and New Zealand
In January 2026 Assurant acquired RL Circular Operations, formerly TIC Reverse Logistics, the reverse logistics division of Australia and New Zealand based TIC Group, extending its post-purchase and circular economy capabilities across Asia Pacific.
2026PepsiCo
Price Cuts on Core Snacks
Lowered prices on major Frito-Lay brands by up to 15% to recover US volumes.
Acquisitions
Assurant
- RL Circular Operations2026Undisclosed
- OptoFidelity mobile device test automation portfolio2025Undisclosed
- iSmash2024Undisclosed
- HYLA Mobile2020$325M
- The Warranty Group2018$2.5B
- Lifestyle Services Group2013$172M
PepsiCo
- poppi2025$1.9B
- SodaStream International2018$3.2B
- The Quaker Oats Company (including Gatorade)2001$13.4B
- Tropicana Products1998$3.3B
Questions about Assurant vs PepsiCo
Who is the CEO of Assurant, Inc. and PepsiCo, Inc.?
Assurant, Inc. is led by Keith Demmings and PepsiCo, Inc. is led by Ramon Laguarta. Both serve as the top executive responsible for the company's strategy, operations, and financial performance.
When was Assurant, Inc. founded vs PepsiCo, Inc.?
Assurant, Inc. was founded in 1892 — 73 years before PepsiCo, Inc., which was founded in 1965. Assurant, Inc.'s longer operating history gives it a deeper track record but also potentially more institutional inertia compared to the younger PepsiCo, Inc..
How many employees does Assurant, Inc. have compared to PepsiCo, Inc.?
Assurant, Inc. employs approximately 14,800 people, while PepsiCo, Inc. employs approximately 306,000. PepsiCo, Inc. has the larger workforce at 306,000 employees, compared to Assurant, Inc.'s 14,800. A higher headcount does not necessarily imply greater efficiency — it often reflects differences in business model (e.g., manufacturing vs. software).
Where are Assurant, Inc. and PepsiCo, Inc. headquartered?
Both Assurant, Inc. and PepsiCo, Inc. are headquartered in United States, meaning they operate under the same primary regulatory and tax environment.
Who founded Assurant, Inc. and PepsiCo, Inc.?
Assurant, Inc. was founded by Founders of La Crosse Mutual Aid Association. PepsiCo, Inc. was founded by Caleb Bradham, Donald M. Kendall, Herman W. Lay.
Which company has a longer operating history — Assurant, Inc. or PepsiCo, Inc.?
Assurant, Inc. has been operating for approximately 134 years, making it the more established of the two companies. PepsiCo, Inc. has been in operation for around 61 years. A longer operating history often signals greater institutional resilience and brand recognition, though it can also mean slower adaptation to new market conditions.
Figures come from each company's filings and the sources linked beside them. Amounts reported in another currency are shown in US dollars at an approximate rate and marked with ~. Back to the Assurant vs PepsiCo overview