After serving his funeral apprenticeship in Missouri, Denver Roller and his wife, Christine, moved to Mountain Home, Arkansas to work for McClure Funeral Home. Although the effects of the Great Depression were still lingering in rural Arkansas, Denver and Christine managed to buy the McClure Funeral Home and soon had a baby daughter, Sue. They practiced the principles of honesty, loyalty and concern for others that built a strong family and would cause their business to prosper.

World War II placed a large burden on Denver, the only mortician in the area, and the whole community worked with the Rollers to care for those who lost their lives during those difficult times. The support from the community earned eternal gratitude from the Roller family.

In the 1970’s the public expressed their desire for a form of security to ensure their funeral could be planned and prepaid. Denver fulfilled this need by creating the Assured Peace Funeral Plans. These policies were trust funded to assure the public that their funerals would be paid for. Assured Peace Funeral Plan is now the leading prepaid funeral plan in Arkansas.

In 1981, Roller’s daughter, Sue, and her husband Lynn Jenkins, named their growing insurance company Citizens Fidelity Insurance (CFI). This launched the beginning of an incredible growth period for their company. Just four years later, the CFI home office experienced such tremendous growth, they moved to a larger location and one year later they were fortunate to move again. In 1994, CFI moved its home office to 13701 Chenal Parkway in West Little Rock.

CFI became the marketing arm for Denver Roller, Inc., which owns the Roller funeral homes and cemeteries. This has allowed DRI to concentrate on providing the best facilities, equipment and personal service to families experiencing grief. CFI focuses on helping families pay for the cost of memorializing their loved ones.
As of March 2003, over 21,000 people have prearranged and prepaid over $70 million with assured peace. CFI offers life insurance and complete pre-paid funeral plan.

The successes of CFI and DRI have been recognized by Arkansas Business, the City of Little Rock and by the readers of the Arkansas Democrat-Gazette. The organization has been awarded the Hospice Compassion Award, by the Hospice Foundation of Arkansas and the Corporate Humanitarian Award, by the Office of the Governor, Division of Volunteerism.