Fort Dearborn Life Insurance Announces New Brand Name

Fort Dearborn Life Insurance Company along with several affiliate companies has announced that it will begin marketing its products and services under the newly created brand name Dearborn National.

The affiliate companies marketing under the new Dearborn National brand include Fort Dearborn Life Insurance Company, Fort Dearborn Life Insurance Company of New York, and Colorado Bankers Life Insurance Company; however, each company will remain as the underwriting company for its respective products and services.

Anthony Trani, Dearborn National's president, said: "We are among the leading providers of employee benefits in the US. Still, as a group of insurance companies marketing under separate brand names, research indicates our names lacked brand equity in the marketplace. To change the brand of one company is no small endeavor, but toss in several companies and the task becomes a major endeavor."