John Rife graduated from the University of Iowa in 1965 with a BA in economics and went on to attend American College, Bryn Mawr, Pennsylvania, where he earned his CLU (Chartered Life Underwriter) designation. He joined the United Fire team in 1976 as a training director and over the next eight years, he was named assistant vice president, marketing manager and vice president of marketing for United Life Insurance Company. He went on to serve as President of the United Life Insurance Company and the American Indemnity Financial Corp. and as President and CEO of the United Fire Group and United Fire & Casualty Co. Under John’s leadership, United Fire experienced record levels of growth and profitability, nearly tripling total assets from $1 billion in 1996 to $2.8 billion in 2006. In the 25 years that John led United Life, the company’s total assets increased from $42 million to $1.3 billion. John continues to serve on the board of directors for the United Fire Group. He is trustee of United Way of East Central Iowa, Mercy Medical Center, and the Mt. Vernon Community School Foundation and president of the McIntyre Foundation. He is a past board member of Cedar Rapids Bank and Trust, Cedar Rapids Chamber of Commerce, Priority One, and QCRH Inc. John and his wife Thelma raised their two children in Mount Vernon, Iowa and enjoy spending time with their four grandchildren.