proposed to Robert E. Wood, his neighbor, the idea of selling auto insurance by direct mail. The idea appealed to Wood, and the proposal was sent to the Sears board of directors, which approved it. Allstate Insurance Company, named after Sears' tire line, went into business on April 17, 1931, offering auto insurance by direct mail and through the Sears catalog. This was in line with one of the objectives of a company to sell automobile insurance in the same manner as Sears sold its merchandise.