William M. Shernoff

"I just think the law of good faith and fair dealing is very important so that people get what they deserve," said Shernoff who pioneered insurance bad faith law with his 1979 California Supreme Court victory in Egan v. Mutual of Omaha. "You pay premiums all the time, when it comes time to collect on a claim you should be treated fairly, and if you're not that's insurance bad faith."

The body of law in this area has developed significantly since Egan. "We are very proud to have been in the forefront and been pioneers in this field of law," he said of his firm, "that's our specialty." Currently, he is representing Lois Brown, a 90-year-old retiree who, according to Shernoff, was defrauded out of her savings and given an annuity that was almost worthless. The suit, filed in December, accuses Elco Mutual Life & Annuity and U.S. Senior Vets of committing financial elder abuse.

"I just like helping people, who are regular ordinary people, and seeking justice for them."

- HETERT-QEBU WALTERS