Alan Turtletaub is the Davy Crockett of home equity lending. The grand old chairman of Money Store Inc., today's dominant player in lending to people with damaged credit, was one of the industry's pioneers in 1967, when home equity lending was often considered a business for shysters.

He has scaled back his involvement somewhat in recent years. He spends winters in Florida, at a distance from the business now run by his son Marc and based in Sacramento, Calif.

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