LINCOLN HERITAGE CORP
DEF 14A, 1999-04-30
LIFE INSURANCE
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                            SCHEDULE 14A INFORMATION

                                 (Rule 14a-101)
                     INFORMATION REQUIRED IN PROXY STATEMENT

                            SCHEDULE 14A INFORMATION

Proxy Statement Pursuant to Section 14(a) of the Securities Exchange Act of 1934
                               (Amendment No. ___)

Filed by the Registrant  [X]

Filed by a Party other than the Registrant  [  ]

Check the appropriate box:

[   ]  Preliminary Proxy Statement
[   ]  Confidential, for Use of the Commission Only (as permitted by 
       Rule 14a-6(e)(2))
[X]  Definitive Proxy Statement
[   ]  Definitive Additional Materials
[   ]  Soliciting Material Pursuant to section 240.14a-11(c) or  240.14a-12


                          LINCOLN HERITAGE CORPORATION
                (Name of Registrant as Specified in its Charter)

                                 Not Applicable

(Name of Person Filing Proxy Statement if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):

[X]      No Fee required

[  ]     Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11

      1)   Title of each class of securities to which transaction applies:
      2)   Aggregate number of securities to which transaction applies:
      3) Per unit  price  or  other  underlying  value  of  transaction computed
         pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the 
         Filing fee is calculated and state how it was determined):
      4)   Proposed maximum aggregate value of transaction:
      5)   Total Fee paid:

[  ]     Fee paid previously with preliminary materials.

[ ] Check box if any part of the fee is offset as provided by Exchange  Act
    Rule  0-11(a)(2)  and identify the filing for which the  offsetting fee was
    paid previously.  Identify the previous filing by registration statement 
    number, or the Form or Schedule and the date of its filing.
    1)       Amount Previously Paid:
    2)       Form, Schedule or Registration Statement No.:
    3)       Filing Party:
    4)       Date Filed:
<PAGE>


                          LINCOLN HERITAGE CORPORATION
                          1250 Capital of Texas Highway
                              Building 3, Suite 100
                               Austin, Texas 78746





                                                            April 30, 1999



Dear Fellow Shareholders:

     Our Annual Meeting of Shareholders will be held at the Clayton Holiday Inn,
7730 Bonhomme,  Clayton, Missouri 63105, at 10:00 a.m., local time, on Thursday,
May 20, 1999. The Notice of Annual Meeting of Shareholders,  Proxy Statement and
proxy that  accompany  this  letter  outline  fully  matters on which  action is
expected to be taken at the Annual Meeting.

     We cordially  invite you to attend the Annual Meeting.  Even if you plan to
be  present  at the  meeting,  you are  requested  to date,  sign and return the
enclosed proxy in the envelope provided so that your shares will be represented.
The  mailing of an  executed  proxy will not affect your right to vote in person
should you later decide to attend the Annual Meeting.
  
                                                     Sincerely,

                                                     CLIFTON MITCHELL

                                                     Chief Executive Officer


<PAGE>

                          LINCOLN HERITAGE CORPORATION
                          1250 Capital of Texas Highway
                              Building 3, Suite 100
                               Austin, Texas 78746
                                 (512) 328-0075



                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                        TO BE HELD THURSDAY, MAY 20, 1999

         Approximate Date of Mailing to Security Holders: April 30, 1999

Dear Shareholder:

     The Annual Meeting of Shareholders of Lincoln Heritage Corporation, a Texas
corporation (the Company),  will be held at the Clayton Holiday Inn,  Clayton,
Missouri  63105,  on Thursday,  May 20, 1999, at 10:00 a.m.  local time, for the
following purposes:

         1.       To elect two (2) members of the Board of Directors; and

         2.       To consider and act upon such other business as may properly 
                  come before the meeting or any adjournment thereof.

     The  Company's  Board of Directors has fixed the close of business on April
19, 1999 as the record date for the  determination  of shareholders  entitled to
notice of and to vote at the meeting and any adjournment thereof.
         
     The  accompanying  Proxy Statement sets forth important  information and is
deemed incorporated by reference herein.
   
                                       By Order of the Board of Directors,

                                       Howard A. Wittner
                                       Secretary

April 30, 1999

Whether or not you expect to attend the meeting,  please complete, date and sign
the  enclosed  proxy and mail it  promptly  in the  enclosed  envelope to assure
representation  of your  shares.  No  postage  need be  affixed if mailed in the
United States.

<PAGE>

                          LINCOLN HERITAGE CORPORATION
                          1250 Capital of Texas Highway
                              Building 3, Suite 100
                               Austin, Texas 78746
                                 (512) 328-0075


                                 PROXY STATEMENT


                    For Annual Meeting of Shareholders to be
                         Held on Thursday, May 20, 1999
                                _________________


                                     GENERAL

     This Proxy Statement is furnished to the  shareholders of Lincoln  Heritage
Corporation,  a Texas  corporation  (the  Company),  in  connection  with  the
solicitation of proxies for use at the Annual Meeting of Shareholders to be held
at the Clayton Holiday Inn,  Clayton,  Missouri 63105, at 10:00 a.m. local time,
on  Thursday,  May  20,  1999,  and  at any  adjournment  thereof  (the  Annual
Meeting),  for the  purposes  set  forth in the  accompanying  Notice of Annual
Meeting of Shareholders.
         
     Your proxy is being solicited by the Board of Directors of the Company (the
Board of Directors).  This proxy may be revoked at any time before it is voted
by filing a  written  notice  of  revocation  or a  later-dated  proxy  with the
Secretary of the Company at the principal offices of the Company or by attending
the Annual  Meeting  and voting  the shares in person.  Attendance  alone at the
Annual  Meeting  will not of itself  revoke a proxy.  Proxies  that are properly
executed,  timely received and not revoked will be voted in the manner indicated
thereon at the Annual Meeting and any adjournment thereof.

     This Proxy  Statement,  the Notice of Annual  Meeting and the  accompanying
proxy were first mailed to the shareholders of the Company on or about April 30,
1999.  The Company will bear the entire expense of soliciting  proxies.  Proxies
will be solicited  by mail  initially.  The  directors,  executive  officers and
employees of the Company also may solicit proxies  personally or by telephone or
other  means,  but such  persons  will  not be  specially  compensated  for such
services.  Certain holders of record, such as brokers,  custodians and nominees,
are being requested to distribute proxy materials to beneficial  owners and will
be reimbursed by the Company for their reasonable  expenses  incurred in sending
proxy materials to beneficial  owners.  Only shareholders of record at the close
of  business  on April 19,  1999 are  entitled to notice of, and to vote at, the
Annual Meeting.  On such date, there were 4,520,000 shares of Common Stock, $.01
par value,  of the Company (the Common  Stock),  issued and  outstanding.  The
holder of each outstanding share of Common Stock is entitled to one vote on each
matter to be acted upon at the Annual  Meeting.  Shares  subject to  abstentions
will be treated as shares that are present at the Annual Meeting for purposes of
determining  the  presence  of a  quorum  and  as  voted  for  the  purposes  of
determining  the base  number of shares  voted on any  proposal.  If a broker or
other nominee holder indicates on the proxy that it does not have  discretionary
authority to vote the shares it holds of record on a proposal, those shares will
not be treated as present at the Annual Meeting for purposes of determining  the
presence  of a quorum  and will not be  considered  as  voted  for  purposes  of
determining the approval of the shareholders on a particular proposal.

     Cumulative  voting is not  permitted in the election  for  directors.  Each
duly-executed proxy in the form enclosed will be voted FOR all nominees listed
on such proxy,  unless otherwise directed in the proxy. If a shareholder gives a
proxy in the form  enclosed but  withholds  authority to vote for one or more of
the  nominees  listed on the  proxy,  the  number of votes  represented  by such
shareholder's proxy will be voted for each of the remaining nominees.

                          ITEM I. ELECTION OF DIRECTORS

     Two  individuals  will be elected at the Annual Meeting to serve as Class I
directors of the Company for a term of three years.  The two nominees  receiving
the greatest number of votes at the Annual Meeting will be elected.

     The persons named as proxies on the  accompanying  proxy intend to vote all
duly  executed  proxies  received by the Board of Directors  for the election of
Clifton  Mitchell and Paul J. Gallant as Class I directors,  except as otherwise
directed by the shareholder on the proxy. Messrs. Mitchell and Gallant currently
are directors the Company. If for any reason Mr. Mitchell or Mr. Gallant becomes
unavailable for election, which is not now anticipated, the persons named in the
accompanying proxy will vote for such substitute nominee as is designated by the
Board of Directors.  

     The Board of  Directors  recommends  a vote FOR the  election  of Clifton
Mitchell and Paul J. Gallant as Class I directors.

     The name,  age,  principal  occupation or position and other  directorships
with respect to Messrs. Mitchell and Gallant and the other directors whose terms
of office will continue  after the Annual  Meeting are set forth below.

                 Class I Nominees - To Be Elected For a Term of
                          Three Years Expiring in 2002

     Clifton  Mitchell,  47,  joined  the  Company in  February 1998  and became
President and Chief  Executive  Officer in April 1999.  Mr. Mitchell  has been a
director  of  the  Company  since  March  1998  and  served  as  Executive  Vice
President-Actuarial  of the Company  from  March 1998  to April  1999.  Prior to
joining the Company,  Mr. Mitchell owned C. Mitchell Company, Inc., an actuarial
consulting  firm, and was the Company's  consulting  actuary.  Mr.Mitchell is a
Fellow  of the  Society  of  Actuaries,  a Member  of the  American  Academy  of
Actuaries  and a Fellow of the  Conference  of  Consulting  Actuaries  and was a
consulting actuary in private practice from 1983 to 1998.  Mr. Mitchell has been
involved in insurance  acquisitions  since 1978. 

     Paul J.  Gallant,  65,  became a director of the  Company in October  1998.
Mr. Gallant  has served as President  of PJG &  Associates,  a  consulting  firm
specializing  in  forensic  accounting  since  September 1996.   Prior  thereto,
Mr. Gallant  was  Chief  Operating   Officer  of  International   Food  Products
Corporation  in  St.Louis,   Missouri  from  January 1993  to   September 1996.
Mr. Gallant  is  a  member  of  the  American   Institute  of  Certified  Public
Accountants and the Missouri Society of Certified Public Accountants.

                   Class II - To Continue in Office Until 2000

     Randall K. Sutton, 53, currently is the Chief Financial Officer of National
Prearranged  Services,  Inc.  (NPS),  an affiliate of the Company.  During his
18-year tenure with NPS,  Mr. Sutton  also has managed  investments  for several
affiliated companies. Mr. Sutton has been a member of the Board of Directors and
a Vice  President  of the Company  since 1996 and also serves as a member of the
Board of Directors  of Memorial  Service Life  Insurance  Company  (Memorial),
Lincoln  Memorial  Life  Insurance  Company  (Lincoln)  and  Lincoln  Memorial
Services (a corporate investment firm), each a subsidiary of the Company.

     Mark A.  Turken,  57,  became a director  of the  Company in October  1998.
Mr. Turken has served as Chief Executive  Officer of Security  Mortgage Company,
Inc./Turco  Development  Company  (Security  Mortgage)  since  1964.  Security
Mortgage  specializes in the design and  construction of industrial,  commercial
and office facilities.

                  Class III - To Continue in Office Until 2001
     Brent D. Cassity, 32, has spent his business career in the pre-need funeral
insurance industry in positions of increasing  responsibilities with NPS and its
affiliates.  He has served as President and Chief Operating Officer of NPS since
1997.  In  addition to serving as an officer and  director  and  Chairman of the
Board of NPS, Mr. Cassity has served as a director of the Company since 1996 and
as Chairman  of the Board since  September  1997.  Mr. Cassity  also serves as a
member of the Board of  Directors  of each of Lincoln  and  Memorial. 

     Howard A.Wittner,  62, became a director of the Company in  September 1997.
For  more  than the  past  five  years,  Mr. Wittner  has been a senior  partner
practicing corporate and business law through his firm Wittner,  Poger, Spewak &
Maylack, P.C., St. Louis, Missouri. His professional memberships include the Bar
Association of  Metropolitan  St. Louis,  The Association of Trial Attorneys and
the Missouri Defense Lawyers Association.  Mr. Wittner has served as counsel for
the Company and its affiliates for more than the past five years.

                 CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

     Substantially  all of the Company's life  insurance  policies are issued to
fund prearranged funeral contracts that are sold by NPS and National Prearranged
Services Agency, Inc. (NPS Agency). NPS is an affiliated company that collects
all payments for  prearranged  funeral  contracts and remits such amounts to the
Company  either  directly or through  assumed  reinsurance.  In connection  with
issuing  insurance  policies to fund prearranged  funeral  contracts,  except in
Missouri,  the  individual  owner of the policy assigns the policy to NPS and/or
NPS Agency.  As assignee,  NPS and/or NPS Agency  remit  premiums to and receive
policy  benefits  from the  Company.  In the  State of  Missouri,  a trust  (the
Trust)  owns the  policies,  pays the premiums and receives the  benefits.  An
independent  investment  advisor to the Trust directs the monies in the Trust as
to the purchase of insurance policies.  The policy benefits that are paid in the
ordinary  course of business  includes death  benefits,  surrender  benefits and
policy  loans.  The  Company is not  subject to  significant  credit risk on the
policy loans,  since the Company makes no policy loans which exceed the reserves
held on the policy securing the loan and the Company has the right to deduct the
loan amount from the death  benefit  payment or from the cash  surrender  value.
During 1998,  substantially all premiums,  death benefits and surrender benefits
were  received  from or paid to NPS,  NPS Agency or the Trust.  At December  31,
1998, the Company had policyholder loans of $15,556,437 on policies of which NPS
is the beneficiary.

     The  Company's  insurance  subsidiaries  have a  contract  with NPS and NPS
Agency that obligates the Company to pay  first-year and renewal  commissions on
policies written by NPS and NPS Agency.  Commissions  totaled $16,850,227 in the
year ended December 31, 1998, substantially all of which were paid to NPS or NPS
Agency.

     Effective  January 1,  1997,  the  Company  entered  into  a  cost  sharing
agreement with NPS whereby NPS will reimburse the Company on a monthly basis for
a portion of certain  general and  administrative  costs paid for by the Company
for the benefit of NPS. Costs reimbursed under the agreement were $2,253,644 for
the year ended December 31, 1998.

     Amounts  receivable from NPS at December 31, 1998 were $1,535,926.  Amounts
payable to NPS at December 31, 1998 were  $65,000.  

     The Company  entered into an  Exclusivity  Agreement,  dated April 1, 1998,
with NPS and NPS Agency, pursuant to which NPS and NPS Agency agreed to purchase
insurance policies to fund their prearranged  funeral business  exclusively from
the Company's  subsidiaries.  The Company agreed to pay, on a monthly basis,  an
amount equal to 2% of the face amount of such insurance  issued during the prior
month. The agreement  expires in April 2003. 

     The Company also  participates  in a  retirement  savings plan with NPS and
other related parties.

     The firm of Wittner,  Poger, Spewak & Maylack, P.C., of which Mr. Howard A.
Wittner is a member, provided legal services to the Company and its subsidiaries
during 1998.  Such firm is continuing  to provide legal  services to the Company
and its subsidiaries during 1999.

     Effective  February 1,  1998, the Company purchased all of the assets of C.
Mitchell Co., Inc. (C.  Mitchell Co.) for $145,000.  The unpaid balance of the
purchase  price bears  interest at the rate of eight percent (8%). In connection
with the sale of the assets of C. Mitchell Co., Clifton Mitchell,  the President
and Chief Executive Officer of the Company, entered into a non-compete agreement
with  the  Company  for the sum of  $60,000  payable  in 15  equal  installments
beginning  April 1, 1998.  Pursuant  to this  agreement,  the  Company  paid Mr.
Mitchell  $40,000  during 1998.  C.  Mitchell Co. was engaged in the business of
providing actuarial consulting services to the insurance industry. Mr. Mitchell,
the  sole  shareholder  of  C.  Mitchell  Co.,  was  appointed   Executive  Vice
President-Actuarial  and a director of the Company  effective March 12, 1998 and
was appointed  President and Chief Executive  Officer of the Company on April 8,
1999.
<PAGE>
                 VOTING SECURITIES AND PRINCIPAL HOLDERS THEREOF

Security Ownership of Management

     The following table sets forth certain information regarding the beneficial
ownership,  as of April 19,  1999, of the Common Stock by: (a) each person known
by the  Company  to be a  beneficial  owner of more  than 5% of the  outstanding
shares  of  Common  Stock;  (b) each  director  of the  Company;  (c) the  Named
Executive Officer (as hereinafter defined);  and (d) all directors and executive
officers of the Company as a group.
<TABLE>
<CAPTION>

  Name and Address                           Number of Shares         Percent
 of Beneficial Owner                       Beneficially Owned (1)     Owned
<S>                                              <C>                   <C>        

Howard A. Wittner (2)                        
  7700 Bonhomme, Suite 400
  Clayton, Missouri 63105.................    4,000,500                 88.5%

Clifton Mitchell..........................           - (3)                -

Brent D. Cassity (2) (4)
  10 S. Brentwood, Suite 340
  Clayton, Missouri 63105.................           - (3)                -

Randall K. Sutton.........................        3,000 (3)              (5)

Paul J. Gallant...........................          200                  (5)

Mark A. Turken............................        2,500                  (5)

David R. Wulf, Investment Adviser to
  Trust IV, under Trust Agreement for
  National Prearranged Services, Inc.
  Pre-Need Plans, dated July 24, 1989 (6)
  10 South Brentwood, Suite 315
  Clayton, MO  63105......................      276,200                  6.1

All executive officers and directors
  (six persons)...........................    4,282,400                 94.7%
______________________
<FN>

(1)  Except  as  otherwise  indicated,  each  individual  has  sole  voting  and
     investment  power over the shares  listed beside his name.  The  percentage
     calculations  for beneficial  ownership are based upon 4,520,000  shares of
     Common  Stock that were issued and  outstanding  as of April 19,  1999.  No
     outstanding options are currently  exercisable and none will be exercisable
     within 60 days of April 19, 1999.

(2)  Such  shares  are held of record by  National  Heritage  Enterprises,  Inc.
     (National  Heritage),  which is wholly  owned by the RBT Trust II,  dated
     September 28, 1990, of which Mr.Wittner is the trustee and has sole voting
     and investment  power.  Brent D. Cassity  currently  serves as President of
     National Heritage and NPS.

(3)  Each of Mr.  Mitchell,  Mr. Cassity and Mr. Sutton were granted  options to
     purchase  23,750  shares of Common Stock on August 18, 1998.  These options
     vest as to 25% of the shares subject to such options on each anniversary of
     the date of grant.

(4)  Mr. Cassity  is a one-third  beneficiary  of the RBT Trust II.  Mr. Cassity
     does not have voting or investment power with respect to such shares.

(5)  Less than one percent.

(6)  The  information  shown is based on a Schedule  13G dated April 29, 1999 of
     the Trust IV.  The  information  in the  Schedule  13G  indicates  that the
     investment  adviser of Trust IV has the sole  power to vote and  dispose of
     such shares.
</FN>
</TABLE>

<PAGE>

                        BOARD OF DIRECTORS AND COMMITTEES

   During 1998, the Board of Directors of the Company met 11 times, including
regularly scheduled and special meetings.  During such year all of the directors
attended at least 75% of all  meetings  held by the Board of  Directors  and all
committees upon which they served.

     Since  November  1998,  the Board of  Directors  has had a  standing  Audit
Committee and Compensation Committee.

     Audit Committee.  Paul J. Gallant, Mark A. Turken and Howard A. Wittner are
members  of the Audit  Committee.  The  Audit  Committee  makes  recommendations
concerning the engagement of independent  public  accountants,  reviews with the
independent  public  accountants the scope and results of the audit  engagement,
approves  professional  services provided by the independent public accountants,
reviews the independence of the independent  public  accountants,  considers the
range of audit and  non-audit  fees and  reviews the  adequacy of the  Company's
internal accounting controls. The Audit Committee met one time during 1998.

     Compensation Committee.  The members of the Compensation Committee are Paul
J. Gallant and Mark A. Turken. The Compensation Committee reviews and recommends
the salaries and other  compensation of all directors and executive  officers of
the Company. The Compensation Committee did not meet during 1998.

                            COMPENSATION OF DIRECTORS

     Directors who are employees of the Company do not receive any  remuneration
in their capacity as directors.  Non-employee directors receive $500 per meeting
attended and are reimbursed for related travel  expenses in attending  meetings.
Directors also have received options under the Lincoln Heritage Corporation 1998
Long-Term Incentive Plan (the Plan).

<PAGE>
                       REPORT ON EXECUTIVE COMPENSATION

     The  Board of  Directors  of the  Company  (the  Board)  has  issued  the
following report for the year ended December 31, 1998.

Compensation Philosophy

     For the year ended  December 31, 1998,  the Board approved the policies for
and structure and amount of  compensation  of the senior officers of the Company
(the  Executive  Officers),  including the Chief  Executive  Officer and Chief
Financial Officer. The Board's goal is to establish  compensation  programs that
will attract and retain highly qualified  executives and provide an incentive to
such  executives  to focus their efforts on the  Company's  long-term  strategic
goals by aligning their financial  interests closely with long-term  shareholder
interests.  A compensation  committee composed entirely of independent directors
was formed in November 1998 and will approve future compensation policies.

     A significant  component of the Company's  Executive  Officer  compensation
program  is  cash   remuneration  in  the  form  of  base  salaries  and  annual
discretionary bonuses.  Bonuses are determined based upon the performance of the
Company and the  individual  executive  during the fiscal  year.  In  evaluating
performance,  financial,  non-financial and long-term  strategic  objectives are
considered.  Base salaries generally  represent a large portion of the Executive
Officers'  total cash  compensation  and the Board  believes  such  salaries are
average relative to comparably sized insurance holding  companies.  Bonuses make
up a smaller  portion of the Executive  Officers' total cash  compensation.  The
Board believes that basing a portion of an Executive  Officer's  compensation on
performance motivates the executive to perform at the highest possible level.

     As  another  component  of the  Company's  Executive  Officer  compensation
program, the Board may, based upon the consideration of the above factors, award
Executive Officers options to acquire shares of Common Stock. The Board believes
that stock options provide a highly  efficient form of compensation  from both a
cost and an accounting perspective, and that such awards provide an incentive to
achieve the  Company's  longer-term  strategic  goals by aligning the  long-term
financial  interests  of the  Executive  Officers  with  those of the  Company's
shareholders. The Board also believes that significant levels of stock ownership
and ownership potential will assist the Company in retaining the services of the
Executive Officers.

Determination of 1998 Executive Officer Compensation

     The Board met one time to determine annual bonuses and long-term  incentive
compensation  for the  Executive  Officers  for 1998.  In  preparation  for this
meeting,  the Board  reviewed the overall  profitability,  growth and  financial
performance of the Company,  its  subsidiaries and their various business lines.
In determining each Executive  Officer's bonus, the Board considered  factors it
had  identified  to measure  profitability  and growth.  

     The Board compared the Company's financial  performance during 1998 against
the  objectives set by management and the Board of Directors at the beginning of
the year. Based on this information,  the Board determined a compensation  range
that it believed fairly reflected the Company's  overall and relative  financial
performance and was reasonably  competitive with other  comparable  companies in
the  burial   insurance   industry.   The  Board  then   reviewed  the  specific
non-financial  objectives established for each Executive Officer by the Board of
Directors at the beginning of the year and evaluated  each  Executive  Officer's
performance with respect to such objectives.

     Mr. Powling became Chief Executive  Officer and President of the Company in
April 1996. In 1998, Mr. Powling  received a salary of $200,000,  and a bonus of
$3,903 and  options to  purchase  23,750  shares of stock  pursuant to the Plan.
Effective  April 9, 1999,  Mr.  Powling  resigned  from his  positions  as Chief
Executive Officer and President and from his directorship. Upon his resignation,
Mr. Powling's stock options lapsed. 

     Mr. Mitchell  became Chief  Financial  Officer of the Company in March 1998
and President and Chief Executive  Officer of the Company in April 1999 upon Mr.
Powling's resignation from the Company. For 1998, Mr. Mitchell received a salary
of $183,333,  and was granted a bonus of $62,500  which will be payable in 1999.
Mr.  Mitchell also received  options to purchase 23,750 shares of stock pursuant
to the Plan.

Conclusion

     Through the program described above, a significant portion of the Company's
executive   compensation   is  linked   directly  to  individual  and  corporate
performance,  earnings per share and stock price appreciation. The Board intends
to continue  the policy of linking  executive  compensation  to  individual  and
corporate performance and returns to shareholders, recognizing that the business
cycle from time to time may result in an imbalance for a particular period.
                                                         
                                                          THE BOARD OF DIRECTORS
April 19, 1999
                                                           Brent D. Cassity
                                                           Clifton Mitchell
                                                           Paul J. Gallant
                                                           Randall K. Sutton
                                                           Mark A. Turken
                                                           Howard A. Wittner
<PAGE>


                       COMPENSATION OF EXECUTIVE OFFICERS

     The following table sets forth the compensation  paid to Clifton  Mitchell,
the Company's  President and Chief Executive  Officer,  and Nicholas M. Powling,
the Company's former President and Chief Executive  Officer  (collectively,  the
Named  Executive  Officers),  for  services  rendered  to the  Company  in all
capacities.  Mr. Mitchell was appointed President and Chief Executive Officer of
the Company on April 9, 1999.  Prior thereto,  Mr.  Mitchell served as Executive
Vice  President-Actuarial  of the Company. Mr. Mitchell and Mr. Powling were the
only officers of the Company whose  aggregate  annual salary and bonus  exceeded
$100,000 during 1998.

<TABLE>
<CAPTION>

                           Summary Compensation Table

                                                   Long-Term Compensation
                        Annual Compensation             Securities
                                        Other     Restricted  Underlying   
Name and                                Annual      Stock    Options/  All Other    
Principal    Fiscal   Salary    Bonus Compensation  Awards   SARs   Compensation
Position      Year      ($)      ($)     ($)(1)         ($)         (#)     ($)    
<CAPTION>       
<S>             <C>     <C>        <C>    <C>        <C>       <C>          <C> 

Clifton 
 Mitchell (2)   1998  $183,333  $62,500(3) -           -     23,750/0        -
   President 
   and 
   Chief        1997        -       -      -           -         -           -
   Executive 
   Officer      1996        -       -      -           -         -           -

Nicholas M.
 Powling(4)     1998   200,000    3,903    -           -     23,750/0        -
   Former 
   President 
   and Chief    1997   100,000    1,951    -            -        -           -
   Executive 
   Officer      1996        -        -     -             -       -           -

_________________
<FN>

     (1)  The Named Executive  Officers  received  certain  perquisites in 1998,
          1997 and  1996,  the  amount  of which did not  exceed  the  lesser of
          $50,000 or 10% of any such officer's salary and bonus.
     
     (2)  Mr. Mitchell  joined  the  Company in  March 1998  as  Executive  Vice
          President-Actuarial  and became President and Chief Executive  Officer
          in  April  1999.  Prior  thereto,   Mr. Mitchell   provided  actuarial
          consulting services to the Company.
     
     (3)  The bonus amount for performance for 1998 will be paid in 1999.
     
     (4)  Mr. Powling  joined the  Company in  April 1996  as  President,  Chief
          Executive  Officer and a director and resigned from such  positions as
          of April 8, 1999.
</FN>
</TABLE>


<PAGE>



                         OPTION/SAR GRANTS IN LAST YEAR

     The following table sets forth  information  concerning stock option grants
made in 1998 to the  Named  Executive  Officers.  No SARs were  granted  to such
individuals in 1998.

<TABLE>
<CAPTION>

                   Individual Grants                  Potential Realizable            
          Number of    Percent                          Value at Assumed 
         Securities   of Total                           Annual Rates of
         Underlying  Options/SARs  Exercise               Stock Price
        Options/SARs   Granted to  or Base               Appreciation for
          Granted    Employees in   Price  Expiration      Option Term(1)        
Name      (#)(2)         Year     ($/Sh)    Date (3)   0% ($)  5% ($)   10% ($)
<S>       <C>           <C>        <C>        <C>      <C>      <C>   <C>             
Clifton
 Mitchell   23,750      5.95%     $ 3.75     8/17/08  $89,063 $201,084  $372,948

Nicholas M.
 Powling(4) 23,750      5.95        3.75     8/17/08   89,063  201,084   372,948

<FN>

(1) The indicated 5% and 10% rates of appreciation are provided to comply
with Commission regulations and do not necessarily reflect the views of the
Company as to the likely trend in the price of the Common Stock. The effect of
5% and 10% rates of appreciation on Common Stock held for ten years is
demonstrated by the following: a share of Common Stock purchased on August 18,
1998 at a price per share of $3.75 and held until August 17, 2008 would have a
value of $12.22 at a 5% rate of appreciation and a value of $19.45 at a 10% rate
of appreciation. Actual gains, if any, on stock option exercises and Common
Stock holdings will be dependent on, among other things, the future performance
of the Common Stock and overall market conditions. There can be no assurance
that the amounts reflected herein will be achieved. Additionally, these values
do not take into consideration the provisions of the options providing for
nontransferability or delayed exercisability.

(2) Each option will become  exercisable  with respect to 25% of the shares
subject to the option on each  anniversary  date of the grant.  
     
(3) The  options  terminate  on the  earlier  of ten years from the date of
grant,  twelve  months from the date of  termination  for death,  retirement  or
disability or three months from termination of employment for any other reason.

(4) Mr. Powling resigned from the Company on April 8,  1999.  Mr. Powling's
options lapsed upon termination of his employment. 

</FN>
</TABLE>


   AGGREGATED OPTION/SAR EXERCISES IN LAST YEAR AND YEAR-END OPTION/SAR VALUES

     The following table sets forth information  concerning the aggregate dollar
value  realized upon exercise of options  during 1998,  the number of securities
underlying  options  outstanding  at  year-end  1998 and the  value  of  options
outstanding  at year-end  1998  having an  exercise  price lower than the market
price of the Common Stock held by the Named Executive Officers.

 <TABLE>
<CAPTION>

                  Shares                                   Value of Unexercised
                Acquired On   Value  Options/SARs at   In-the-Money Options/SARs
                 Exercise   Realized   Year-End (#)         at Year-End ($) (1)      
                                                Un-                      Un-
Name                (#)      ($) Exercisable Exercisable Exercisable Exercisable
<S>                 <C>      <C>        <C>       <C>             <C>      <C>  
Clifton Mitchell     -         -         -     23,750           -     $29,687.50
Nicholas M. Powling  -         -         -     23,750           -      29,687.50

<FN>

(1)  Based on the Common Stock closing price of $5.00 on December 31, 1998.
</FN>
</TABLE>
<PAGE>


                             STOCK PERFORMANCE GRAPH

     The following graph compares the cumulative total shareholder return on the
Company's  Common  Stock during the period from  November 2,  1998 (the date the
Company began trading on the Pacific  Exchange) through  December 31,  1998 with
the  cumulative  total  return of the  Nasdaq  National  Market  and the  Nasdaq
National Market  Insurance Index during such period,  assuming a $100 investment
on November 2, 1998. The Company has not paid any dividends on the Common Stock,
and  no  dividends  are  included  in  the   representation   of  the  Company's
performance.

<TABLE>
<CAPTION>


                                               11/2/1998        12/31/1998
<S>                                             <C>                 <C>    
                                          
- ------------------------------------------------------------------------------
Lincoln Heritage Corporation                   $ 100.00           $ 66.67
- ------------------------------------------------------------------------------

Nasdaq                                            100.00            106.38
- ------------------------------------------------------------------------------
                                         
Nasdaq Insurance Index                            100.00            110.68
- ------------------------------------------------------------------------------
</TABLE>
<PAGE>

             SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

     Section 16(a) of the Securities Exchange Act of 1934, as amended,  requires
the Company's  directors,  executive  officers and persons who own more than ten
percent of the Company's outstanding stock (Reporting Persons) to file reports
of  ownership  and  changes  in  ownership  with  the  Securities  and  Exchange
Commission.  To the  Company's  knowledge,  based  solely on its  review of such
reports  furnished  to the  Company and  written  representations  that no other
reports were required,  all Section 16(a) filing requirements  applicable to the
Reporting  Persons were complied with during the year ended  December 31,  1998,
except for  Randall K. Sutton and Howard A.  Wittner,  each of whom filed a late
Form 5 to report the purchase of shares of Common Stock.

                         INDEPENDENT PUBLIC ACCOUNTANTS

     Deloitte & Touche LLP (D&T)  served as the Company's  independent  public
accountants  for the year ended  December 31, 1998 and has been  selected by the
Board of Directors to continue in such capacity during 1999.  Representatives of
D&T are  expected  to be  present at the  Annual  Meeting to answer  appropriate
questions from shareholders,  and such representatives will have the opportunity
to make statements if they so desire.

     On December 21, 1998, with the approval of the Audit Committee of the Board
of Directors of Company,  the Company  approved  the  appointment  of D&T as its
independent accountants to audit the Company's consolidated financial statements
as of  December 31,  1998,  and for the year then  ended.  The firm of  Killman,
Murrell & Company,  P.C. (Killman) was dismissed as the Company's  independent
accountants as of such date. The Company  effected the change in auditor because
it determined that it would benefit from the expertise and resources of a larger
auditing firm.

     The  report  of  Killman  on  the  Company's  financial  statements  as  of
December 31,  1997 and 1996 and for the  years  then  ended did not  contain  an
adverse opinion or disclaimer of opinion, nor was it qualified or modified as to
uncertainty,  audit scope or accounting  principles.  Such financial  statements
were the first financial  statements  prepared by the Company in accordance with
generally accepted  accounting  principles (GAAP) and Regulation S-X, and were
necessitated  by the Company's  initial  public  offering.  Prior  thereto,  the
Company's principal operating  subsidiaries  prepared financial statements under
statutory  accounting  principles  required  for  filings  with state  insurance
administrators.

     During  the  course  of  preparing  the  Company's  consolidated  financial
statements  in  accordance  with  GAAP  and  clearing  Securities  and  Exchange
Commission Staff accounting comments on the registration  statement filed by the
Company in  connection  with its initial  public  offering,  there were numerous
discussions between Company management  personnel and representatives of Killman
regarding various issues, some of which were unique to the Company's  particular
facts  and   circumstances.   Certain  of  these  discussions  led  to  material
adjustments  to the  Company's  internally  prepared  statements.  However,  the
Company  does not believe  that such  discussions  included  disagreements  with
Killman on any matter of accounting principles or practices, financial statement
disclosure,  or  auditing  scope or  procedure  which,  if not  resolved  to the
satisfaction  of Killman,  would have caused  Killman to make  reference  to the
subject matter of such  disagreement  in its reports during the years covered by
such audited financial statements or from the period January 1, 1998 to the date
of their dismissal.  The Company has authorized  Killman to fully respond to any
inquires of D&T concerning its audit. 

     During the two-year  period ended December 31, 1997 and through the date of
the appointment,  D&T did not provide any consultations to the Company regarding
the application of accounting  principles to specific  transactions and the type
opinion that they may have rendered on the financial statements.

                            PROPOSALS OF SHAREHOLDERS

     Under applicable regulations of the Securities and Exchange Commission, all
proposals of  shareholders to be considered for inclusion in the proxy statement
for the 2000 Annual Meeting of  Shareholders  must be received at the offices of
the Company,  c/o Secretary,  1250 Capital of Texas Highway,  Building 3,  Suite
100,  Austin,  Texas 78746,  by no later than  December 21,  1999. The Company s
By-Laws provide that shareholder proposals,  including nominations of directors,
that do not  appear in the proxy  statement  may be  considered  at a meeting of
shareholders only if written notice of the proposal is received by the Company s
Secretary  not  less  than  60 days  and not  more  than  90 days  prior  to the
anniversary of the preceding year's annual meeting;  provided,  however, that in
the event  that the date of the annual  meeting  is more than 30 days  before or
more than 60 days after such anniversary date, notice by the shareholder must be
delivered  not earlier  than the 10th day prior to such  annual  meeting and not
later than the 60th day prior to such annual  meeting or the 10th day  following
the day on which public  announcement  of the date of such meeting is first made
by the  Company.  Under the By-laws of the  Company,  the date by which  written
notice of a proposal  must be received by the  Company to be  considered  at the
2000 Annual Meeting of Shareholders is March 21, 2000.

     Any written  notice of a  shareholder  proposal  must include the following
information: (a) as to each person whom the shareholder proposes to nominate for
election or reelection as a director,  all  information  relating to such person
that is required to be  disclosed  in  solicitations  of proxies for election of
directors,  or is otherwise  required,  in each case pursuant to Regulation  14A
under the Securities  Exchange Act of 1934, as amended  (including such person's
written  consent  to being  named in the proxy  statement  as a  nominee  and to
serving  as a  director  if  elected);  (b) as to any  other  business  that the
shareholder  proposes to bring before the meeting,  a brief  description  of the
business  desired to be brought  before the meeting,  the reasons for conducting
such business at the meeting and any material  interest in such business of such
shareholder  and the beneficial  owner,  if any, on whose behalf the proposal is
made; and (c) as to the shareholder  giving the notice and the beneficial owner,
if any, on whose  behalf the  nomination  or proposal is made,  (i) the name and
address of such shareholder,  as they appear on the Company's books, and of such
beneficial  owner,  and (ii) the class and number of shares of the Company which
are owned  beneficially  and of record by such  shareholder  and such beneficial
owner.

                              DISCRETIONARY VOTING

     At the 2000 Annual Meeting of  Shareholders,  the individuals  named in the
proxy relating to such meeting will exercise discretionary  authority to vote on
any matter  brought  before the  meeting  with  respect to which the Company was
provided with notice after  December 30,  1999,  and before  March 30,  2000. In
addition,  the Company will include in the proxy statement  advice on the nature
of the  matter  and how the  individuals  named in the  proxy  relating  to such
meeting   intend  to  exercise   their   discretion   to  vote  on  each  mater.
Notwithstanding  the above, the individuals  named in the proxy relating to such
meeting  will not  exercise  discretionary  authority  over a matter if: (i) the
Company  receives  notice of such matter by  March 30,  2000;  (ii) by March 30,
2000, the proponent of such matter (the Proponent) provides the Company with a
written  statement that the Proponent  intends to deliver a proxy  statement and
form of proxy to  holders of at least the  percentage  of the  Companys  voting
shares  required  under  Texas law to carry the  proposal;  (iii) the  Proponent
includes the same statement in its proxy materials filed under Rule 14a-6 of the
Securities  Exchange  Act of  1934,  as  amended;  and  (iv)  immediately  after
soliciting the percentage of  shareholders  required to carry the proposal,  the
Proponent  provides  the Company  with a statement  from any  solicitor or other
person  with  knowledge  that the  necessary  steps have been taken to deliver a
proxy  statement and form of proxy to holders of at least the  percentage of the
Company's voting shares required under Texas law to carry the proposal.

                                  OTHER MATTERS

     As of the date of this Proxy  Statement,  the Board of  Directors  does not
intend  to  present,  nor has it been  informed  that  other  persons  intend to
present,  any  matters  for  action at the  Annual  Meeting,  other  than  those
specifically  referred to herein. If, however, any other matters should properly
come before the Annual Meeting,  it is the intention of the persons named on the
proxy to vote the shares  represented  thereby in accordance with their judgment
as to the best interest of the Company on such matters.

                                            By Order of the Board of Directors,

                                            Howard A. Wittner
                                            Secretary

April 30, 1999


<PAGE>

                          LINCOLN HERITAGE CORPORATION
                    PROXY FOR ANNUAL MEETING OF SHAREHOLDERS
                                  MAY 20, 1999


     The undersigned  hereby  appoints  Randall K. Sutton and Howard A. Wittner,
and each of them,  with or  without  the  other,  proxies,  with  full  power of
substitution to vote, as designated below, all shares of common stock, $0.01 par
value,  of Lincoln  Heritage  Corporation  (the  Company) that the undersigned
signatory  hereof is entitled to vote at the Annual Meeting of  Shareholders  of
the Company to be held at the  Clayton  Holiday  Inn,  7730  Bonhomme,  Clayton,
Missouri 63105, on Thursday,  May 20,  1999, at 10:00 a.m., and all adjournments
thereof,  all in accordance  with and as more fully  described in the Notice and
accompanying  Proxy  Statement  for such  meeting,  receipt  of which is  hereby
acknowledged.

1.       ELECTION OF DIRECTORS

         [  ] FOR the nominees listed below      [  ] WITHHOLD AUTHORITY


         CLASS I (three-year term)

         Clifton Mitchell                         Paul J. Gallant

     2. In their discretion,  the proxies are authorized to vote upon such other
business as may properly come before the meeting or any adjournments thereof.

THIS PROXY,  WHEN PROPERLY  EXECUTED WILL BE VOTED IN THE MANNER DIRECTED HEREIN
BY THE  UNDERSIGNED  SHAREHOLDER(S).  IF NO DIRECTION IS MADE, THE PROXY WILL BE
VOTED FOR THE NOMINEES LISTED IN PROPOSAL 1.

           THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS

The Board of Directors recommends voting For the election of Clifton
Mitchell and Paul J. Gallant as directors set forth in Proposal No. 1 above.


DATED: _____________________________, 1999


                                                            Signature


                                                      Signature, if held jointly

Please sign exactly as name appears on this Proxy Card. When shares are
held by joint tenants, both should sign. When signing as attorney-in-fact,
executor, administrator, personal representative, trustee or guardian, please
give full title as such. If a corporation, please sign in full corporate name by
President or other authorized officer. If a partnership, please sign in
partnership name by authorized person.


PLEASE MARK, DATE, SIGN AND RETURN THIS PROXY CARD PROMPTLY USING THE ENCLOSED 
ENVELOPE.
<PAGE>


April 30, 1999




VIA EDGAR


Securities and Exchange Commission
450 Fifth Street, N.W.
Washington, DC  20549

Re:  Lincoln  Heritage  Corporation   (Commission  File  No.  000-14067) -
Definitive Proxy Materials for the 1999 Annual Meeting of Shareholders
Dear Sir or Madam:

On behalf of Lincoln Heritage Corporation, a Texas corporation (the
Company), we are pleased to transmit via EDGAR the Company's definitive proxy
soliciting materials, including the Notice of Annual Meeting of Shareholders,
the Proxy Statement and the form of Proxy, to be used in connection with the
Company's Annual Meeting of Shareholders to be held on May 20, 1999.

The annual meeting involves only the non-contested election of directors.
The materials will first be mailed or delivered to the shareholders of the
Company on April 30, 1999.

Should you have any questions or comments, please contact the undersigned
at (512) 329-7185.

Very truly yours,

Janette Williams



cc:  Clifton Mitchell
     Howard A. Wittner, Esq.
     Jean H. Maylack, Esq.
     Thomas A. Litz, Esq.
     David F. Morris, Esq.
     Rebecca S. Robeson, Esq.




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