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.

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