[6] In 2001, Conseco reverted to the Colonial Penn name, which remains a subsidiary of the renamed CNO Financial Group with Bankers Life and the Washington National Insurance Company.

host Alex Trebek had started using life insurance from the company in the early 1990s, and signed a long-term contract with it to do advertisements in 1997.

[citation needed] Trebek would often visit Colonial Penn's headquarters in Philadelphia to meet with employees and representatives and to film commercials.

Since 2019, Colonial Penn sales manager Jonathan Lawson has appeared as a pitchman in the commercials while Trebek was unavailable at times due to health issues.

A week after Trebek died, Colonial Penn announced that his family will receive benefits and funeral expenses.