Employee demand for voluntary benefits is surging. According to a recent Willis Towers Watson survey, 95 percent of their clients said voluntary benefits would play an important role in their total wellness rewards strategy during the next three years.

If only it were that easy, right?

From discussions with my industry peers and colleagues, I fully recognize that although brokers technically are selling more voluntary benefits, it's not always simple to integrate those benefits into existing plans. Benefit administration systems can be clunky; enrollment systems can be challenging to navigate; and the process itself can be challenging.

But for those of you looking to build long-term, consultative relationships with your clients and genuinely serve as trusted partners, here are some ways you can make it easier to incorporate voluntary benefits into existing plans so employers and employees can be supported and have the peace of mind they want and need.

Leverage the latest available technologies I've heard many of my colleagues tell me that they receive just as many questions about technology as they do about benefits, which probably doesn't come as a surprise to many of you reading this article. Every year, new systems are coming out with new features and ways to manage the data in those systems. You can have a variety of technologies, serving a variety of functions to a variety of users with a variety of ways that data can be modified. It's easy to see how it's become such a challenge to manage. Employers are looking for simplicity in a complex world, and they are turning to their brokers for counsel on technology-related matters.

Related: Voluntary benefits: Control the conversation

That's why brokers need to understand the key players in the market. While employers may claim they seek an all-in-one solution that handles multiple HR functions, the reality is that it isn't always feasible. In my experience, I've found that an application programming interface (API) is a promising solution — a more easily-configurable technology solution allowing different systems to pass data back and forth in real-time. Regardless of what solution you end up offering your clients, it's critical to form relationships with trusted, long-term partners you can work who will be responsive as issues arise.

Showcase why it's needed We need to remember that employees never stop being consumers. Their guard is up when they feel people are trying to "sell" them something. That being said, you need to help arm your clients with the information they require to demonstrate to employees why employer paid life insurance might not be enough. Typically, employers only pay one or two times an employee's annual salary, but financial experts recommend the figure should be closer to five to seven times.

It also bears repeating to employees that their need for insurance protection is generally higher during their working years. And the reality is that people, for a variety of reasons, are working longer. Fortunately, there are many ways to focus on these changing employee needs throughout a person's life, whether it be flexible policy designs or riders that provide guaranteed issue automatic increases in policy value. There are products that automatically adjust to the needs of consumers throughout their life with both life insurance and long-term care coverages. Matching a person to their insurance need can start with offering products and features that help consumers customize protection to what works for them.

Appeal to emotions as well as facts For several years, most of us focused on facts when we talked about benefits: the cost of plans, how voluntary products mesh with coverage, and the likelihood that an employee would experience a medical condition. And, while facts are relevant and do help employees make informed decisions, they are only one piece of the puzzle.

We recently completed research at Trustmark that told us that 40 percent of employees said the primary reason they enrolled in benefits was "to have peace of mind." Another 25 percent said, "It's the responsible thing to do." Employees are making benefit choices with their hearts as well as their minds.

So, when you're having conversations with clients, suggest ways they can appeal to emotions when talking with employers, who, in turn, can carry on this focus when positioning voluntary benefits to their employees. Offer illustrative examples to make your point. Consider different experiences and observations you can draw upon.

I don't have to tell you that service and relationships are keys to succeeding in our industry. It's those relationships that form a basis upon which products and services are added. By leveraging the latest technology, showcasing why it's needed, and appealing to emotions as well as facts, I'm confident you'll be able to incorporate voluntary benefits into your clients' plans successfully. And continue positioning yourselves as their trusted partner.

Alex Moral is senior vice president of Trustmark Voluntary Benefits. He initially joined Trustmark in July 2006 as a vice president and actuary. Before joining Trustmark, he worked for American United Life, Horace Mann Life, General Electric and AIG. He has a bachelor's degree in mathematics from the University of the Philippines and a master's degree in actuarial science from Ball State University.

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Make it easier to integrate voluntary benefits into client plans

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