Depending on who you talk to, the small business market is either a totally untapped opportunity for selling voluntary or it’s a market that is not worth the effort. Which of these two divergent opinions is true isn’t clear cut, but may become more so after reviewing the market and looking at some of the misunderstandings.

First, we have to agree on a definition for the “small business market.” There’s no industry definition—we’ve heard as small as “under 50 lives” and as large as “up to 300 lives.” For the purpose of this discussion, let’s define the small business market as accounts with between 10 and 100 employees. 

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Dig Deeper


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.