I recently faced an insight I didn't want to. The brutal truthcame to me: I may have more ex-customers than I have customers. ButI defy anyone who's been in the voluntary business for 30 years, asI have, to deny it.
Think about it. Whether you call your products group voluntary,individual or hybrid, you lose 10 percent or more of your voluntarybenefit customers every year. Why? There's employee turnover, whereeven fully portable products are left behind.
There are products dropped due to the employee's financialpriorities. There are products left behind when an employeeretires. There are employees who purchase and decide to dropproducts because they cannot afford them or don't really understandthem. So in thinking about the hundreds of thousands ofex-customers who had protection and lost it, I asked myself: “Whatcan we do about it?”
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