There's no question that voluntary benefits are in high demand by employers and their employees alike. For example, an EyeMed survey of 552 business leaders revealed that 71.3 percent said their employees were interested in customizing benefits to meet their needs. A recent Gallup poll found that 82 percent of survey respondents (American workers) placed a higher premium on voluntary benefits following the last recession.

Employers, who recognize the value in voluntary benefits for retaining a loyal and motivated workforce, are increasingly looking to add more voluntary benefits to their companies' offerings.

This increased focus on voluntary benefits has not been lost on savvy brokers who see additional revenue streams, stronger and extended client relationships and a broader consultative role all stemming from their greater involvement in voluntary benefit sales. However, in order for all parties to reap the greatest reward from voluntary benefits, several things have to fall into place: employee education; improved marketing of voluntary benefits; enhanced enrollment processes; and more proactive brokers knowledgeable about all these areas and the latest developments in voluntary benefits.

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