The lines between voluntary brokers and employee benefit brokerscontinue to blur when it comes to selling voluntary benefits,according to respondents to this year's BenefitsPRO/Eastbridgevoluntary benefits survey. Over 400 producers responded to thesurvey in February and March 2017, representing a combination ofemployee benefits brokers, traditional voluntary brokers,enrollment companies and agents.

Employee benefit brokers today account for 60 percent of totalvoluntary sales. As such, they are gainingexperience with voluntary and, as a result, looking more likevoluntary brokers on many fronts. In the most recent survey, alarge majority (about 90 percent) of the benefit brokers indicatedthey currently sell voluntary products, with more of these sellingactively than in the past. Fewer of the brokers mentioned they onlysell voluntary “occasionally” or as a cross-sell to select existingaccounts. The following graph shows the contrast from just a fewyears ago.

Voluntary products also account for a largerpercentage of the benefit brokers’ current revenue stream. Fewerbenefit brokers in the current survey say voluntary makes up 10percent or less of their revenues, while most say it now accountsfor between 11 percent and 25 percent of their revenues.

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