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Eastbridge research has identified eight different types of voluntary producers. And today, everyone knows that different types of brokers have different needs and different criteria for selecting carrier partners. In order to succeed with voluntary, small-case employee benefit brokers need different tools, support, products, etc. as compared with classic worksite brokers.

And all but the largest carriers have learned—many the hard way—trying to please all types of brokers often means missing the target on each type of broker. Looking at only one issue—how these two types of broker access enrollers—highlights the many differences that can impact market success.

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