I recently faced an insight I didn't want to. The brutal truth came to me: I may have more ex-customers than I have customers. But I defy anyone who's been in the voluntary business for 30 years, as I 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 voluntary benefit customers every year. Why? There's employee turnover, where even fully portable products are left behind.

There are products dropped due to the employee's financial priorities. There are products left behind when an employee retires. There are employees who purchase and decide to drop products because they cannot afford them or don't really understand them. So in thinking about the hundreds of thousands of ex-customers who had protection and lost it, I asked myself: "What can we do about it?"

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