This case describes the story of the ABC Life Insurance Co. which is a subsidiary of an international financial conglomerate. ABC Life launched in late 1980s. In the period of the late 1980s, the wave of globalization rushed to Korea, and the wave brought a great changes to the business environment of the Korean life insurance industry. ABC Life experienced serious difficulties for the first five or six years since its launching because it adopted traditional business mode of Korean life insurance companies. However, it eventually overcame the difficulties of the early years through putting into the innovative strategies, especially the restructuring of the marketing organization. It now became one of the most successful life insurance companies in Korea. This case describes the history of the ABC Life’s 10 years’ business operations, diagnoses the causes of the failure in the first six years, and analyses the visions and the strategies adopted to overcome the difficulties and to derive an eventual success. This case regards the core of the changes in the business environments of the Korean life insurance industry in the late 1980s and 1990s is the ‘improvement of the social trust level.’ This case analyses what are the appropriate type of the business leader, vision of the leader, marketing strategies and organization, products, and asset management strategies to adapt the company to the changes of the business environments in recent years.