Ascarrier investment and employer interest in permanent life planscontinue to grow, brokers who are comfortable with product nuancesmay win more business. (Image: Shutterstock)
Recent Eastbridge research has found that while just over halfof carriers offer a universal life/whole life (UL/WL) producttoday, almost a quarter of carriers see UL/WL as a growth product for the industry over the nextfew years. In addition, UL/WL was the top product (tied withhospital indemnity) listed as most likely to beadded to carriers' voluntary portfolios in the next two years.
Despite carrier investment in developing and enhancing permanentlife products, most brokers did not include UL/WL in their top fivemost frequently sold products. Our joint BenefitsPRO/Eastbridgesurvey found that four of the top five most frequently soldproducts are the same for benefit brokers and voluntary brokers.With such similar portfolios, learning more about permanent lifeoptions may be a point of differentiation with your employerclients.
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