The most requested benefit after medical that employees request is dental. Considering about half the population in the United States has no dental plan in place, this product has a huge potential audience.

Now, some of this blank space for dental plans is in the senior market, as Medicare doesn't include dental coverage, except for limited medical reasons. Another reason is that many families can't afford to pay for dental insurance, let alone the costs for dental procedures—especially with specialists like orthodontists.

Another concern is access to care. As a result of the PPACA, children have access to several state- and federally-supported oral-health interventions, but the one segment of the population that's excluded, to a significant extent, is the working but low-wage, uninsured adult. Several states have goals to address this glaring gap in the current service-delivery model by identifying and then implementing strategies and best practices to help this overlooked and deserving population.