Every year at this time, we write a series of articles on the voluntary market sales results for the prior year. This article is the first of three on this subject.

According to our annual U.S. Voluntary/Worksite Sales Report, new business annualized premium (voluntary sales) was $6.89 billion in 2014, up almost four percent over 2013 sales. The percent growth for our industry was just slightly below the estimated 4.3 percent in 2013. The following graph shows the industry's sales since 1997.

For 2014, the top 15 carriers continued to account for almost 80 percent of total voluntary sales. These companies had an average increase of 4.3 percent in 2014, just slightly higher than the industry increase. The individual results for the top 15 were more varied this year, with five showing decreases and 10 with increases. Among those with an increase, six companies had double-digit increases.

Takeovers (i.e., business that moves from one voluntary carrier to another) continue to grow, though at a slower pace than in 2013. Takeovers accounted for 51 percent of total sales, up from 50 percent in 2013. The highest takeovers continue to occur in the group term life and dental lines.

Inforce premium also was up. The total inforce number for voluntary is estimated at $37.3 billion, up almost 5 percent over 2013.

In our next column, we'll review the results by product line and product platform.

The annual U.S. Voluntary/Worksite Sales Report is the industry's most comprehensive and reliable source of data on voluntary/worksite sales and inforce premium. This year's study includes data from 1997 through 2014 and detailed results for over 60 carriers. The report is available only to those carriers participating in the survey. For more information about participating in next year's survey, contact us at info@eastbridge.com.

Instant Insights /

Another good year for voluntary sales

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