Let's consider why new voluntary products come into the benefits marketplace, how they emerge and what might be around the corner.

As to why they emerge, employees like being offered voluntary products because they're convenient. The voluntary market is a great distribution channel, because the typical shopping process is disrupted. The process typically asks customers to take several steps in order to make a purchase. One model suggests they must recognize a need, search for information on possible solutions, evaluate alternatives, make a decision and purchase.

The typical insurance purchase process follows this model, with some roadblocks. For example, many people deny the need for insurance, or actively dislike it. People hate to even think about insurance. If you want to be a pariah at a gathering, just tell everyone you are an insurance agent.