[Phillipharryt]

Oh but you haven't heard of the 'Equitable Life Assurance Society'. Not just an organisation but a proper business until the 21st century.

Originally the "Society for Equitable Assurances on Lives and Survivorships", but obviously that wasn't hip enough to survive past the 19th century.

https://en.wikipedia.org/wiki/The_Equitable_Life_Assurance_S...