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There has been much interest in voluntary benefits and much speculation about how health care reform will change the way brokers approach the benefits market. But what’s really happened? Have any of the suggested changes been implemented? Eastbridge Consulting Group and Benefits Selling got together to find some answers to these questions by asking the brokers themselves.

One finding was particularly obvious—the majority of brokers now sell voluntary, at least occasionally. Just 11 percent of the survey respondents don’t sell voluntary at all and more than 60 percent of those who don’t sell it already fully expect to do so in the near future.

Top Voluntary Products Sold

It’s clear from the responses that health care reform has influenced broker behavior. About half (53 percent) said they already sell more voluntary today because of reform, with 15 percent saying they’re selling significantly more. In addition to those already selling more, another 32 percent expect voluntary to account for a larger portion of their sales in the future.

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