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There’s been a lot of talk about voluntary benefits, and for good reason. Brokers should be concerned about voluntary. But there’s also plenty of value if they approach the market understanding the hurdles to overcome as well as the opportunities.

First, brokers should be aware the premium revenue dollars involved in voluntary plans are much lower than medical plan revenues. At a quick glance, medical coverage is worth several thousand dollars per employee, whereas voluntary plan premiums are typically hundreds. Are these lower revenue dollars worthwhile? Yes, provided they result in good things for multiple audiences.

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