TG MADISON CREATES
DEARBORN NATIONAL BRAND

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January 6, 2010, ATLANTA, GA - TG Madison Advertising has created a new brand in the insurance industry that will be launched on January 12. The new brand, Dearborn National, is the result of a 15-month project working with Fort Dearborn Life Insurance Company and several of their affiliate companies to find one name under which to market their products and services.

"We are among the leading providers of employee benefits in the United States," said Anthony F. Trani, Dearborn National's President, "yet as a group of insurance companies marketing under separate brand names, our research indicated that our names lacked brand equity in the marketplace."

TG Madison created the name, logo, theme line and graphics for the brand following months of research among management, employees, customers and prospects. "The research revealed the various companies had excellent reputations among their respective client bases but were missing the opportunity to leverage the power of one brand name," said Talley Hultgren, Director of Idea Planning for the Agency. The agency will launch a new ad campaign next week in the Wall Street Journal and leading industry trade publications. "Our goal is to help Dearborn National become one of the most well-known and trusted names in the employee benefits sector," said Lauren Genkinger, TG Madison's CEO.

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.

About the Dearborn National Brand Companies

The Dearborn National brand companies have more than 40 years of experience and offer a broad selection of insurance products covering many markets: group life, disability and dental benefits, worksite and individual solutions. The companies are licensed in all 50 states, as well as the District of Columbia, the U.S. Virgin Islands, the British Virgin Islands and Guam. The parent company, Health Care Services Corporation, a Mutual Legal Reserve Company, is the largest non-investor owned health care insurance provider in the United States and the fourth largest overall. For more information, please visit www.dearbornnational.com.

The combined resources of the Dearborn National companies include:

• Total annual revenues of more than $1.6 billion
• Total assets of more than $3.6 billion
• Capital and surplus of more than $600 million
• More than 1,100 employees administering our business
• Largest dental PPO network in the United States covering more than 2 million members

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