Most folks who consult on voluntary or, as I call it, enhanced benefits, have an enrollment arm to their business that acts as an in-house enrollment firm. They also have in-office counselors who conduct one-on-one meetings with employees to educate them on various enhanced benefit offerings. Sadly, those educational one-on-ones are too often the beginning of a product dump that inevitably leads to a commission grab. No rhyme or reason for the product selection, and they certainly don’t sync strategically with what the health benefits adviser has in place.

I don’t own an enrollment firm because I don’t want to be an enrollment firm; I already did that for many years as a carrier rep manager for a major insurance carrier. What I love is the strategy that goes into designing a bespoke enhanced benefit offering that perfectly matches what my client adviser partners have in place for health insurance. What I don’t love, is what I used to do – managing an enrollment team, which I can best describe as running an adult-daycare center. Those days are long gone. Good riddance.

With that in mind, here are some typical comments and questions I often hear from advisers when we’re establishing a partnership: “Great, you can set up a strategy, you can make recommendations, you can close the deal virtually, you can do the back-office administrative work, claims and service, you can do it all… but, what about when the employees actually sit down one-on-one? Who does that if you don’t own an enrollment firm?”

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