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Your guide to selling voluntary benefits

Once upon a time, voluntary benefits were the Rodney Dangerfield of the insurance industry: They got little, if no, respect.

By Wayne Mertel | Updated on April 30, 2012
Photo credit: David Castillo Dominici

During an open enrollment meeting conducted last year on behalf of a client, one of our advisers began talking about the value of accident insurance to supplement the employer’s high deductible health insurance. Unprompted, one participant’s hand shot into the air. Her arm was encased in a cast. The adviser acknowledged her, and she enthusiastically explained how a policy she’d purchased through the company paid all of her injury-related expenses. Without it, she would have had to come up with the money herself.

“Buy the accident insurance,” she urged her co-workers. “It’s worth it.” The group—which totaled more than 100 employees—had 100 percent participation.

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