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Two people biking in a park Rather than emphasizing the chances of a disability, disability insurance is an opportunity to reshape the conversation around protecting the employee’s lifestyle. (Photo: Shuterstock)

Sitting down with your average consumer and having a conversation about voluntary disability insurance is an uphill battle. From the get-go, you’re throwing around a loaded word: “disability.” Whether fair or not, it paints a picture. You can tell them all the stats in the world about the risks, that 1 in 4 of today’s 20-year-olds will experience a disability before they retire, but too often they can’t apply that statistic to themselves. It’s no surprise, since the most commonly cited reasons for enrolling in coverage are emotional ones. Employees are less and less likely to make a decision based on facts and figures.

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