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

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

One benefits expert puts it this way: “Benefits brokers' primary business has been medical and employer-funded benefits and, for many, voluntary insurance simply hasn't been their bread and butter,” says Bonnie Brazzell, vice president at Eastbridge Consulting Group. “However, changes have taken place in the last several years—benefits plans have gotten more expensive, and companies are increasingly cost-sharing with employees—so we see more brokers fully incorporating voluntary benefits into their business model and proactively cross-selling these offerings.”