Planning for the future in the voluntary benefits area is more complicated than ever due to a confusing multiplicity of forces driving change—one of which is the movement toward customer-centric product delivery.
Think of how many products are now researched, purchased and even serviced via online customer-initiated transactions. Cars are now researched online and much of the mystery surrounding their pricing is gone. And many have observed that insurance and voluntary benefits lag this trend.
We fall back on shopworn statements like "we provide products that have to be sold; they're not bought." Yet more and more employers want a single enrollment platform for core benefits as well as voluntary options.
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