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.

We also know that as brokers become more experienced, there are certain common needs, or hygiene factors, that the carrier must master. Hygiene factors are those that are “table stakes,” things that cause brokers to flee if not done well, but don't necessarily attract new brokers. All experienced brokers want their carrier partners to be proficient at things like billing capabilities and claims accuracy.