Burton J. Hendrick, The Story of Life Insurance — Chapter IV, The Great Tontine Gamble
“ Appealing to the "Tontine Tendencies" of Men We must thank William Barnes for one telling phrase, which, in itself, sufficiently explains the Equitable's success. Hyde had "collected the Tontine tendencies of men." He had appealed, that is, to their gambling instinct. Into every hamlet went his agents with their "blue books," selling not primarily family protection but possible prizes in a great insurance lottery. They always tellingly appealed to the individual man. "Take a Tontine policy," they said. ”
