So while it's important that the carrier have decent, marketable products and services, you should look for more. You should look to them for mastery of the process supporting voluntary. You cannot separate products from processes and the people that support them. There are a few things to hone in on when evaluating prospective voluntary carriers.

First things first: Does the carrier get things right the first time? Consider that question across the process. The voluntary process starts with enrollment.

Then look at the carrier's consistency, accuracy and promptness across the entire process. Underwriting, evidence of insurability, implementation, issue of plan documents, billing (including set-up and change management), service, renewals and, of course, claims, are all areas to consider. Look for a carrier that resolves any questions quickly and without leaving important, but unasked, questions on the table. Evaluate carriers through metrics they provide, but also through references from brokers. References from experienced brokers are often your best guide.

Finally, in asking brokers why they represent their favorite carrier, you will find it's rarely because they have the lowest prices, highest commissions or most lax underwriting. No, it's based on their trust of the carrier, which has been earned by performance … by demonstrating a level of skill and expertise that sets them apart.