We all know how rapidly the worksite/voluntary business has grown into a major industry, the most dynamic segment on the benefits landscape. Over the last two decades, business has been strong, and new cases and customers have been plentiful. For carriers and brokers alike, it’s been a gold rush, with all parties focusing on shoveling new business in the front door, as fast as possible.

But that will change, and is already changing. We now have 38 percent of all U.S. employees owning at least one voluntary product, and 71 percent of employers offering at least one voluntary product. Meanwhile, sales may have experienced uninterrupted growth, but takeovers have grown to 51 percent of new sales, and case retention is dropping as a result. Carriers, on average, only conserve about 5 percent of customers who leave their employer’s plan. Virgin business coming in will have to moderate at some point.

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