1. Your competitors are adopting nontraditional products in rapidly growing numbers. Three-fourths of brokers sell nontraditional products regularly, according to the "Brokers Back in Business" Spotlight report. That's up from 60% a year ago. ID theft protection is the top seller, while discount health programs, financial wellness, legal plans, wellness and pet insurance are also popular.

2. Employees are willing to pay. Fewer than 1 in 10 U.S. employees own voluntary ID theft, pet or legal insurance, according to the "Market Vision—The Employee Viewpoint" report. And a third who don't have coverage are interested. In fact, that interest is significantly higher than many traditional voluntary benefits.

3. The sales potential is high. Few employers offer nontraditional benefits on a voluntary basis, according to the "MarketVision—The Employer Viewpoint" report. But more indicate they're interested, driving high sales potential indexes, which compares employers that don't offer a product and those interested in offering it. Nontraditional products claim four of the top five spots.

4. Increasingly available from carriers. More carriers plan to add these benefits soon, according to the "Voluntary Product Trends" Frontline report. Financial wellness is most likely, followed by student loan repayment. Mental health benefits, legal plans, pet insurance and pharmacy discounts should also soon be more widely available.

Related: 

Unleashing the potential of benefits customization

Back to basics: Traditional benefits are still top priority for employees

Self-funding strategies vs. ICHRA as alternatives to traditional health insurance