Planning for the future in the voluntary benefits area is morecomplicated than ever due to a confusing multiplicity of forcesdriving change—one of which is the movement toward customer-centricproduct delivery.

Think of how many products are now researched, purchased andeven serviced via online customer-initiated transactions. Cars arenow researched online and much of the mystery surrounding theirpricing is gone. And many have observed that insurance andvoluntary benefits lag this trend.

We fall back on shopworn statements like "we provide productsthat have to be sold; they're not bought." Yet more and moreemployers want a single enrollment platform for core benefits aswell as voluntary options.

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