The White Star Line was originally founded back in the 1850's. At that time, it consisted of sailing vessels travelling trade routes centred on Australian goldfields. Then, in 1867, White Star was purchased by Thomas Henry Ismay who was Bruce Ismay's father. At this time, White Star began to focus its efforts on the ever growing Atlantic Passenger routes.

The Cunard Lines, until now, had been virtually unchallenged in the Atlantic routes. However, with White Star's Baltic, which set the Atlantic speed record in 1873, Cunard finally had a worthy opponent. The two companies were in constant competition as each one released better and faster vessels. White Star was the first to introduce ships without sails, the Teutonic and the Majestic.

Bruce Ismay took over from his father after his death in 1899. In 1902, however, the company was sold to an American financier named J. Pierpoint Morgan but Ismay was allowed to retain his Directorship of the company and was also made Chairman and Managing Director.

Morgan was very interested in the passenger trade route across the Altantic and saw great opportunity there. Using his vast wealth, he financed the creation of what would be the some of the greatest ships ever created: The Olympic Class liners Olympic, Titanic, and Brittanic.

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