Art Williams

Arthur L. “Art” Williams Jr. (born 1942) is an American businessman and motivational speaker best known for founding A.L. Williams & Associates, a financial-services company that later became part of Primerica. He rose to prominence promoting a sales-driven approach to life insurance and personal finance, popularizing the slogan “Buy term and invest the difference,” which encouraged consumers to choose term life insurance and invest remaining funds rather than purchase cash-value policies. Williams became a widely recognized figure in the insurance and direct-sales world, noted for high-energy presentations and recruiting-focused marketing. His influence helped shape late-20th-century debates about insurance products and household investing.