Brokers across the board are tightening their belts these days.With leaner commissions, a sluggish economy and the uncertainty ofhealth care reform eating away at their livelihoods, brokers arehungry for a new source of revenue. Voluntarybenefits offer an appealing addition to a broker's menu ofproducts—and a new income stream that can fill their revenuegap.

Lots of medical brokers are tightening their belts these days.With leaner commissions, a sluggish economy and the uncertainty ofhealth care reform eating away at their livelihoods, brokers arehungry for a new source of revenue. Voluntary benefits offer anappealing addition to a broker's menu of products—and a new incomestream that can fill their revenue gap.

One benefits expert puts it this way: “Benefits brokers' primarybusiness has been medical and employer-funded benefits and, formany, voluntary insurance simply hasn't been their bread andbutter,” says Bonnie Brazzell, vice president at EastbridgeConsulting Group. “However, changes have taken place in the lastseveral years—benefits plans have gotten more expensive, andcompanies are increasingly cost-sharing with employees—so we seemore brokers fully incorporating voluntary benefits into theirbusiness model and proactively cross-selling these offerings.”