The voluntary life process “unsticks” employees and makes them life insurance buyers, rather than just shoppers. (Photo: Shutterstock)

It’s impossible to separate the products we market from the processes that support them. And the events of 2020 underscore how important our products and processes are to one another.

Consider life insurance. While life insurance is generally familiar to everyone, the market outside of voluntary benefits has been stagnant. Studies show that less than half of Americans own the life insurance they need. Why is this true, in light of the familiarity people have with the concept? LIMRA studies find that many people become “stuck shoppers.” They simply don’t know how to make a decision about life insurance; they don’t understand the need, don’t know how much they should buy, what type to buy or where to buy it.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


BenefitsPRO Broker Expo 2024Event

The premier educational and networking event for employee benefits brokers and agents.

Get More Information


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.