There’s no doubt about it: There’s strong demand among both employers and employees for voluntary/worksite products. Buying intentions are strong, and the untapped market potential is vast. PPACA, the movement of employer-paid products to voluntary, and the introduction of new product forms have all been discussed. But what about brokers? Will they continue to increase their sales to meet that market potential?

Over the years, an increasing percentage of employee benefit brokers have begun selling these products, although the majority sold relatively few cases. Fifteen years ago, Eastbridge surveys revealed that about 40 percent of them offered voluntary products. Over the last four years, that percentage as reported by Eastbridge and Benefit Selling Magazine has consistently ranged between 90 and 95 percent, and hasn’t changed over the last 18 months. In other words, growth in voluntary/worksite sales is no longer coming from new brokers entering the market. All of the EBBs the industry can attract are already on board the train.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?



Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.