GEICO headquarters in Chevy Chase, Maryland
|Founded||Fort Worth, Texas, U.S. (1936)|
|Headquarters||Chevy Chase, Maryland, U.S.|
Chairman, President & CEO,
|Revenue||US$9.212 billion (2004)|
Number of employees
The Government Employees Insurance Company (GEICO //) is an auto insurance company. It is the second largest auto insurer in the United States. It is a wholly owned subsidiary of Berkshire Hathaway that as of 2007 provided coverage for more than 13 million motor vehicles owned by more than 12 million policy holders. GEICO writes private passenger automobile insurance in all 50 U.S. states and the District of Columbia. GEICO uses a direct-to-consumer sales model. Its mascot is a Gold dust day gecko with a Cockney accent, voiced by English comedian and actor Jake Wood. GEICO is well known in popular culture for its advertising, having made a large number of commercials intended to amuse viewers.
GEICO was founded in 1936 by Leo Goodwin, Sr. and his wife Lillian to provide auto insurance directly to federal government employees and their families. Since 1925, Goodwin had worked for USAA, an insurer which specialized in insuring only military personnel; he decided to start his own company after rising as far as a civilian could go in USA's military-dominated hierarchy. Based on Goodwin's experience at USAA, GEICO's original business model was predicated on the assumption that federal employees as a group would constitute a less risky and more financially stable pool of insureds, as opposed to the general public. Despite the presence of the word "government" in its name, GEICO has always been a private corporation not affiliated with any government organization.
In 1937, the Goodwins relocated GEICO from San Antonio, TX to Washington, D.C. and reincorporated the company as a D.C. corporation after realizing that their business model would work best in the place with the highest concentration of federal employees.
An important figure in GEICO's history is David Lloyd Kreeger, who became president of the company in 1965 and helped steer it into a major insurance enterprise. In 1948, he formed a group of investors who bought into GEICO right before it went public that year. He became senior vice president and general counsel of the company. Six years after becoming president of GEICO in 1964, he was named chairman and chief executive officer. He retained those titles until he retired in 1975. He continued as chairman of the executive committee until 1979, when he was named honorary chairman.
In 1974, under Kreeger's leadership, GEICO began to insure the general public, after real-time access to computerized driving records became available throughout the United States, and it was briefly the fifth-largest U.S. auto insurer. By 1975, it was clear that GEICO had expanded far too rapidly (during the 1973–75 recession) when it reported a $126.5 million loss. To prevent GEICO from collapsing, a consortium of 45 insurance companies agreed to take over a quarter of its policies, and it was forced to issue a stock offering (thus diluting existing stockholders) to raise money to pay claims. It took five years (during which the company shrank significantly) and a massive reorganization to set GEICO on the path to recovery.
GEICO has also offered other types of insurance besides auto, including homeowner's insurance from 1962 to 1996. A sister company, the Government Employees Life Insurance Company (GELICO), offered life insurance from 1975 to 1985. Although GEICO has since focused on its core auto insurance competency (selling GELICO to Legal & General), it uses its established direct sales infrastructure to market homeowner's and other types of insurance underwritten by other companies.
In 1996, after many years as a publicly traded firm, GEICO became a wholly owned subsidiary of Berkshire Hathaway.
GEICO has many well-known ad campaigns. In 2012 GEICO spent over $1.1 billion in advertising, or 6.8% of its revenue. All are made and produced by The Martin Agency, which is based in Richmond, Virginia. GEICO ads have featured several well-known mascots, including:
- The GEICO Gecko is the most prevalent spokesperson mascot and speaks with a Cockney accent.
- The GEICO Cavemen (from ads claiming using their website is "so easy, a caveman could do it").
- Maxwell, the GEICO "Piggy" who shouts a long "Whee" and appears in more radio and TV commercials.
- Actor Mike McGlone, who uses film noir-style narration to compare the ease of GEICO to things, famous people, or idioms. ("Could switching to GEICO really save you 15% or more on car insurance?...Is having a snowball fight with pitching great Randy Johnson a bad idea?") The scene is then acted out, with typically humorous results. In addition to Johnson, other ads have included Charlie Daniels, Andres Cantor, Foghorn Leghorn, Elmer Fudd, R. Lee Ermey, and Ed "Too Tall" Jones among others, including Maxwell the Piggy.
- The "money savers" campaign enlisted actors to portray average consumers who have resorted to various humorous extremes in order to save money, such as teaching a dog to sing or teaching a group of Guinea pigs to row a boat and perform some mundane task for the consumer, and then presented switching to GEICO as an easy alternative to such endeavors with the common line ".... there's an easier way to save money."
- The "Happier Than...." duo features Jimmy and Ronnie playing a guitar and a mandolin, respectively, on a small portable stage. They comment on a fictitious preceding event, such as a man dressed in 15th century attire laughing as he leads a trio of speed boats with the painted names Nina, Pinta, and Santa Maria. After cutting to the duo, one says to the other "You know, folks who save hundreds of dollars by switching to GEICO sure are happy." The other than replied, "How happy are they, (Jimmy/Ronnie)?" and in the case above, the response is "Happier than Christopher Columbus in a speedboat!"
There are also GEICO ads that feature stories from GEICO customers about situations in which the company assisted them, but are translated by celebrities like Little Richard and Joan Rivers. Film trailer announcer Don LaFontaine appeared in one such ad, shortly before his death. The tag announcer for these spots was D.C. Douglas. GEICO is also an official sponsor of the National Hockey League and themed commercials for that always feature members of the hometown Washington Capitals.
GEICO has long been involved in motorsports sponsorships. Since 2008, the company has sponsored the Germain Racing team, first in the NASCAR Nationwide Series with Mike Wallace, and later in the NASCAR Sprint Cup Series with Max Papis and Casey Mears. Mears has driven the #13 GEICO car since the fall of 2010.
GEICO's major competitors include Amica Mutual Insurance, Liberty Mutual Insurance, State Farm, Allstate, 21st Century Insurance, Progressive, Nationwide Insurance, and United Services Automobile Association.
- Revenue: premiums written (2004), from Berkshire Hathaway 10-K. U.S. Securities and Exchange Commission, December 31, 2004. Accessed 17 December 2009.
- GEICO History: An American Success Story. GEICO official site. Accessed 18 December 2009.
- Fowler, Glenn. "David Lloyd Kreeger Dead at 81; Insurance Official and Arts Patron" (obituary). The New York Times, November 20, 1990. Accessed 17 December 2009.