What products do you sell when you offer voluntary products? Fortraditional benefit brokers, too often, the answer is the sameproducts they sell to employers. These are the products benefitbrokers tend to be most comfortable with—the group term life (maybeeven just buy-ups with an employer-funded plan), short andlong-term disability, and dental insurance. And while these aregood products employees need, there are other voluntary productsmaking inroads into employer accounts across the country. If youaren't offering these products, you could be missing a bigopportunity.

In a recently completed study with more than 700 employersnationwide, the products with the highest percentage of employersoffering them on a voluntary basis were AD&D, hospitalindemnity, critical illness and accident. These were offered on avoluntary basis by a higher percentage of employers than thepercent offering life or disability. And, while we can explain someof this by the fact that employers often pay for at least some ofthe premium for life and disability coverage, the facts areunmistakable—many types of products are popular on a voluntarybasis.

Employers seem to be offering more and more voluntary productsthat help employees with the high cost of health care. Hospitalindemnity, critical illness and accident all have a place inhelping an individual cover out-of-pocket costs and the indirectcosts of an illness or accident.

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