John Addison says some people know exactly what they want to be from the time they are kids. But that’s never been him. He has always “played the ball where it lies.”
Being a titan of the direct selling industry was never John’s goal. As a freshman majoring in forestry at the University of Georgia, he imagined himself as a forest ranger, hiking the mountains. After discovering everything he would need to learn and how little money he would make in that career, John switched his major to business.
That small pivot set the stage for a remarkable career, growing Primerica to a multi-billion-dollar insurance giant and influencing the direct selling industry as an impactful author, valued consultant and inspiring speaker.
A Young Leader on the Rise
John’s story is one of adaptability, grit and a knack for turning apprehension and anxiety into action—the central theme of his new book, Turn Your Fear into Fuel. Starting at an insurance company called Life of Georgia fresh out of college, his natural talent for communication and leadership shined early. Presentations to senior management revealed a gift. “I realized I could get in front of a room and do a presentation and have these people go, ‘Wow, that was really good,’” he recalled.
A short time later, John moved to the A.L. Williams & Associates Insurance Company where he progressed through the ranks under the leadership of charismatic founder Art Williams, whom he idolized.
Then came the first big test. In 1990, Williams sold the company, ushering in Citigroup’s ownership era and a seismic shift in philosophy and vision. The workforce was slashed by about 40 percent, and by the early ’90s, Primerica was “going down the tubes.” He nearly walked away during that uncertain time. But another pivotal moment happened in a meeting with Citigroup heavyweights such as Jamie Dimon and Sandy Weill. John didn’t mince words: “I said, ‘Guys, look, this thing is the Hindenburg at Lakehurst. It’s on fire, and the light at the end of the tunnel is a train.’”
His blunt honesty earned Jamie’s respect and gave him the opportunity to develop some solutions. John and a small, select team came up with a bonus system for Regional Vice Presidents—the field’s core business builders—which stabilized incomes and halted the decline. By 1995, he was serving as president. It was at this point John’s mantra became “Life turns on small things” and that philosophy has defined his career and life.
Co-CEOs
The ’90s were a rollercoaster for Primerica, cycling through several CEOs with each bringing “a new vision, new way of doing things, constant changes,” John shared. The instability was chaos for a business model that demanded clear direction and duplication. “A giant sales force isn’t a speedboat, it’s a battleship. If you want to change directions, you gotta give it time and do it formally.”
Alongside CFO and friend Rick Williams, John became an anchor, steadying the ship. By late 1999, Primerica needed a new CEO, and the duo was tapped to be Co-CEOs with modest orders: “Just keep it together.” John had other ideas. “I said, ‘Rick, I don’t know what we’re going to do, but I think we’re going to exceed their expectations.’”
And they certainly did. In 2000, John and Rick created a “One Team, One Dream” unifying vision that transformed Primerica. “Rick and I were not the bosses. We were the leaders. It was our job to create an environment where people could thrive and grow.”
Recruiting doubled; sales soared; and from 2000 to 2006, John remembers it as “the best job I ever had.” His marketing flair paired with Rick’s financial gifts turned the company into a powerhouse, even as parent company Citigroup’s focus drifted elsewhere.
The Break from Citigroup
Sensing trouble, John and Rick pushed to free Primerica from Citigroup through the 2008 financial collapse. He went to New York to meet with Citigroup CEO Chuck Prince. It was a “Moses meeting…Let my people go,” John explained. On April 1, 2010, Primerica went public—22 times oversubscribed—in the year’s most successful IPO.
How did I do that? John recalled thinking at the time, but when he looks back on that moment, he feels success was found through pure determination. He and Rick ran Primerica for five more years, growing it from just over $1 billion in annual revenue in 2010 to $1.52 billion in 2015. That’s when they handed the reins to Glenn Williams, who has served as CEO ever since and continues to lead the company to incredible growth. Now, as it nears its 50th anniversary, Primerica set all-time records reaching $3.09 billion in 2024—a testament to John’s enduring legacy and vision.
Big Hat, No Cattle
Now, John’s influence ripples through the direct selling industry as a consultant, speaker and author. He remains on Primerica’s board of directors, serves on LegalShield’s board, advises Utility Warehouse in the UK and consults for Ambit Energy and NeoLife. “I’m big hat, no cattle,” he joked in his unmistakable southern drawl.
John’s consulting isn’t theoretical, it’s hard-earned. “I’ve been through every trial and challenge you can imagine in this business. I ran a company with 100-something thousand licensed representatives. I can sit down with somebody and go, ‘Look, I wouldn’t do this. I’d do that.’”
John’s perspective stands out in a digital age as companies wrestle with the pros and cons of in-person and virtual strategies. “When you’re growing, it’s very hard to build a connected team that’s totally virtual,” he warned. He sees video calls as an amazing tool for training but feels incentives, relationship building and coaching still demand face-to-face connection.
He points to Primerica’s post-pandemic success under Glenn Williams, embracing in-person events that draw tens of thousands of attendees. “It’s hard to build something that lasts that long if you don’t build a deep-rooted connection,” he noted of the company’s nearly 50-year run. To John, a sales force isn’t an organization, but an organism that thrives on cohesion—not constant upheaval.
John’s new book, Turn Your Fear into Fuel, refines this wisdom. “You’ll never eliminate your fears and doubts, but you must learn to manage them and move forward anyway,” he shared. It’s tried-and-true wisdom from a leader who has turned efforts both small and large into monumental, lasting change. His career demonstrates that success isn’t always about grand plans, but mastering the art of showing up, building relationships and steering the battleship with a steady hand.
That’s how legacies are built, and John Addison has certainly walked that path throughout his illustrious career. That’s why he is being honored with this year’s prestigious Lifetime Achievement Award.
From the May/June 2025 issue of Direct Selling News magazine.
