A broker asked me not too long ago how I would select a voluntary carrier. Since the broker knows I love products and new product ideas, it seemed she expected me to give a product-related answer. But the discussion went in a different direction.

“A fisherman is more than the lines he casts.” The image that came to mind when asked to describe how to select a voluntary benefit carrier is that of a fisherman casting a line into the water. Anyone can put a worm at the end of a hook and toss it into the water, hoping for a bite. A true fisherman understands the process—what bait or lure is best for a given type of fish, where fish are likely to be, the best time of day to fish and the effect of weather.

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