The ubiquitous "one-size-fits-all" tag in clothing is starting to give way to the more realistic "one-size-fits-most." A similar trend is gaining momentum in the benefits industry, where voluntary products are addressing specific employee needs.

"The recent voluntary products, such as accident, cancer, critical illness and hospital confinement, emerged to help fill gaps not covered by major medical insurance," says Rich Williams, senior vice president, growth markets, for Colonial Life in Columbia, South Carolina. "With health care costs increasing, many employers are moving to plans with higher deductibles and co-pays, leaving employees with greater financial exposure."

Kathy O'Brien, vice president, voluntary benefits, for Unum National Client Group in Chattanooga, Tennessee, has been tracking the same trends.