This paper presents a novel technique for improving the life of a rolling element bearing by selectively altering the stiffness of the structure, resulting in raceway deformation that results in an improved contact stress profile and/or circumferential load distribution. The technique has been verified through tapered roller bearing testing. Unmodified bearings were tested under high load and misalignment conditions. The exterior profile was then modified and verified through a unique proprietary method called Signature™ testing. A second endurance test using modified bearings showed that the technique does enhance bearing fatigue life.