“Voluntary is fundamentally a retail business.” In most ways, this is a true statement. Its intent is to underline the difference between voluntary and traditional employer-paid coverages. In voluntary, the employee is the buyer and the employer a gatekeeper. In voluntary, needs are defined at the individual level and purchasing is based on personal needs and preferences.

In voluntary, enrollment is an assessment, needs-based, relationship-building process, while in employer-paid coverages, it is an administrative process. Voluntary producers need to understand these issues, to learn about employee coverage gaps and employee-buying processes, and, basically, learn to communicate with and understand the employee perspective.

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