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If building a bigger client base is your plan, it pays to think small. U.S. companies with 10–99 employees account for more than 90% of businesses and 30 million employees, more than any market except firms over 10,000 employees.

And this market is underpenetrated when it comes to voluntary, according to Eastbridge's "Voluntary and the Small Case Market" Spotlight™ Report. Small employers are less likely to offer many benefits, including voluntary. While 25% of employees work in small businesses, they account for 20% of voluntary sales.

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