The North Atlantic shipping trade caught his attention. He buys three shipping lines in 1893 and creates a major shipping conglomerate called International Mercantile Marine or IMM for short. In 1903 Morgan acquires the White Star Line and appoints Bruce Ismay to be president over IMM and its subsidiaries. Morgan is impressed by his knowledge and vision for the company.
 |
| JP Morgan (left) & Bruce Ismay (right) |