By Leslie Scism 

Robert Benmosche, who brought insurance giant American International Group Inc. back from the brink of bankruptcy and led it to repay its historic bailout, died Friday morning at age 70 after a five-year battle with lung cancer, the company said.

Known as one of the more colorful and outspoken executives on Wall Street, Mr. Benmosche came out of retirement in August 2009 to become AIG's chief executive. At the time, the company was nearing its first anniversary as recipient of the biggest bailout of the financial crisis. Mr. Benmosche ran the company for five years, through Aug. 31, 2014, and helped it regain its competitive footing.

Under Mr. Benmosche's leadership, AIG fully repaid the government by late 2012, with the government claiming a profit of more than $20 billion.

"Bob was one of the most inspirational and successful leaders in corporate America by any measure," AIG Chairman Robert S. Miller said in a statement Friday.

Paying back U.S. taxpayers was an accomplishment few expected when Mr. Benmosche took the high-profile job.

Previously the chief executive of big life insurer MetLife Inc., Mr. Benmosche had retired in 2006 to spend much of his time at his estate outside Dubrovnik, Croatia, where he grew Zinfandel grapes for his vineyard.

When contacted in 2009 by an executive recruiter for the AIG job, he recalled later, he wasn't initially interested. But he found the challenge of saving AIG from possible liquidation irresistible.

At the time, AIG's future was far from secure, even with the massive federal aid that had been extended in 2008 during the depths of the financial crisis. The company had been on the verge of a bankruptcy filing, in large part due to sales of a risky, unregulated type of mortgage-bond insurance. The Federal Reserve and the U.S. Treasury had reluctantly rescued AIG, fearing its collapse would have caused widespread economic chaos. The aid reached $184.6 billion at its peak, with U.S. taxpayers at one point owning 92% of the company's equity.

Mr. Benmosche took a stand against what he saw as unfair vilification by politicians of the vast majority of AIG employees who he said had nothing to do with the company's problems. He hosted dozens of "town halls" at AIG locations in the U.S. and elsewhere that served as pep rallies for demoralized staffers. He spoke off the cuff and fielded extensive questions. He cracked jokes and used profanity.

In those early days, he publicly criticized politicians, threatened to quit over government pay constraints and spoke bluntly about what he thought were missteps by the government in seeking to move too fast to sell assets to repay the aid. He feared fire-sale prices for crown jewels in the then-sluggish economy.

He slowed down the pace of deal activity, but ultimately roughly halved the company in terms of employees and assets. The company remains one of the world's biggest insurers, employing about 64,000 people.

Mr. Benmosche's freewheeling speaking style occasionally got him in trouble: In 2013, he apologized after an interview with The Wall Street Journal in which he compared the treatment of AIG employees after the financial crisis to lynch mobs in the Deep South during the civil rights era.

"Bob was piercingly honest and driven by a remarkable belief in the possibility of greatness that exists in every person," said Peter D. Hancock, AIG's president and CEO, in a statement Friday. "He poured his energy and focus into enabling AIG's people to live up to their potential, and that's why this company today is a sustainable enterprise that understands the importance of meeting and exceeding the expectations all of our stakeholders.

Mr. Benmosche is survived by his wife, Denise, daughters Nehama and Beth, son Ari, and six grandchildren.

Mr. Benmosche was born in Brooklyn and grew up in the state's Catskills region, where his family ran a motel and restaurant. His father died when he was 10, leaving his mother struggling with substantial debt. During high school, Mr. Benmosche worked at the motel and he drove a Coke truck, waited tables and washed dishes to earn a mathematics degree at Alfred University in western New York.

He was in the Reserve Officer Training Corps, and from 1966 to 1968 served in the U.S. Signal Corps in Korea. Back in civilian life, he pursued an interest in computers developed while in college and took jobs on the technology side of financial-services firms including at Chase Manhattan Bank, now part of J.P. Morgan Chase & Co. He moved from there to PaineWebber, which became part of UBS AG, and his responsibilities broadened to marketing and brokerage operations.

He joined MetLife in 1995 as a senior executive and was its chairman and CEO from 1998 to 2006. He helped take the insurer public in what is still one of the biggest initial public offerings of all time. MetLife's share price subsequently soared, double the gain of the average life insurer's stock during his tenure.

Mr. Benmosche was barely a year into the CEO job at AIG when he was diagnosed with cancer, in October 2010. He never publicly disclosed specifics of his condition. When one treatment gave him a skin condition, he grew a beard to cover it. "I just didn't want to spend a lot of time thinking about cancer," he said in a 2011 interview.

In a town hall with Houston employees in 2013, Mr. Benmosche spoke in his characteristic from-the-heart manner to recall how, in arriving for the event, "looking at the AIG on the building, I got to tell you, it made me feel really--I got little goosebumps, I must admit. So, it's great to see what we've accomplished and how proud we can all be of what we've done collectively as an organization."

Write to Leslie Scism at leslie.scism@wsj.com

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