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Although often underestimated by benefit professionals, savvy advisors (i.e., brokers and agents) recognize the big potential within the small case (99 or fewer employees) market. This segment accounts for 98 percent of all private U.S. businesses and employs one-third of the nation’s private workforce.

Insurance benefits have become increasingly available at small businesses since 2012. This trend coincides with an improved business climate for small employers. Three in 10 of these firms say that they are expanding, up from 19 percent expressing similar optimism six years earlier.

Related: 3 ways to position your small business benefits offering for success in 2019

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