Fran Kinniry ’19 pitched Southwest Airlines Co. (LUV) to the Student Managed Investment Fund (SMIF) on February 11, 2019. Founded in 1967, the mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit. Southwest Airlines is the fourth biggest U.S. airline. The company fits a niche market among the big three airlines (Delta, United and American) and ultra low cost carriers (Jet Blue and Spirit). Southwest attempts to offer all the amenities of major airlines at a fraction of the cost. They are famous for having the best customer service for 23 out of the past 27 years and treating their employees extremely well. Southwest has a market capitalization of 32.21 billion. SMIF voted to buy 300 shares of Southwest Airlines and selling 3 calls for April 18, 2019.