In our last article we discussed how some employee benefit brokers are moving ahead of the pack in their voluntary efforts. But what about those brokers who are not yet at the same level of development? Many brokers know they should embrace voluntary more—especially as commissions for health insurance are squeezed by health care reform—yet they still sell very little voluntary. Why?

The most frequently mentioned reason is that they don’t believe their accounts would be interested. On the contrary, there’s significant evidence from numerous sources that employers are indeed interested. About two-thirds of all employers with 10 or more employees offer at least one voluntary product and the number is even higher in businesses or accounts with more than 100 employees.

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