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Leland O'Brien Rubinstein Associates, Inc.: Portfolio Insurance
2 for a description of LOR's size, the assets under its management, and the fees generated by its portfolio insurance business.) This $50 billion business evaporated to $10 billion soon after the crash and looked as though it would continue to decline further. In late 1987, the three principals faced the choices of folding up shop, trying to defend portfolio insurance against its detractors and resurrect the product, or developing a new product to sustain the firm into the 1990s and beyond. They did not want to close the firm's doors, but, given the public outcry, portfolio insurance could not easily be resurrected. They hoped their experience gained from providing portfolio insurance to investment managers, as well as the technical skills that had enabled them to succeed in creating and marketing a complicated financial product, would be valuable in helping them develop new investment vehicles to meet these investors' ongoing demands.