When Aflac Inc. announced this week that it was doubling its 401(k) match in the wake of the new tax bill, it was the most recent of a growing list of companies pledging to pass new revenues from lower taxes on to employees.

But the Columbus, Georgia-based provider of voluntary insurance products was the first to publically direct new investments to its retirement plan.

The company will increase its match from 50 percent to 100 percent of the first 4 percent employees defer to retirement accounts.

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