Colonial Penn specializes in offering simple, easy-to-understand life insurance products to the middle-American market via direct-to-consumer strategies.  It uses television, direct mail, telemarketing and web-based communication approaches to reach its customers and prospects.

Through the combination of its extensive television advertising and the emphasis it places on establishing and maintaining high-quality customer relationships, Colonial Penn has established a strong retail brand presence.  It was a pioneer in designing life insurance products for the mature market and in 1968 became one of the first insurers to offer a guaranteed acceptance life insurance plan to people ages 50 and older.  While it continues to be a leader in providing affordable life insurance coverage to older Americans, it also offers basic life insurance plans to younger ages.