Life insurance continues to grow and lead voluntary sales according to the Eastbridge Consulting Group


Total voluntary sales for all products was $6.644 billion in 2013, according to Eastbridge’s annual U.S. Worksite/Voluntary Sales Report. This represented a 4.3% increase over the 2012 sales results.

For the fifth year in a row life insurance had the largest share of sales of any product line. In 2013, life accounted for 28% of all sales, generating $1.881 billion and an increase of 22% over 2012 results. Term accounted for 76% of the total life NBAP, up from 72% in 2012, and had a 29% increase alone. UL/WL sales were also up with a small increase of 3% over 2012 sales.  

Total disability sales were $1.367 billion for 2013, up 8% over 2012, and accounted for 21% of voluntary NBAP, the same share of sales as in 2012. Short-term disability sales accounted for 68% of the total and were up 11% over 2012, while LTD sales were up by just 2%. 

Accident sales were down for the year by 9% compared to 2012 and accounted for 12% of total voluntary sales. Hospital indemnity/supplemental medical had an 8% share of total sales, down from 10% in 2012. The line decreased almost 7% compared to 2012. Cancer sales were down 18% while critical illness sales were up 11%. Critical illness sales were $327 million while cancer sales were $356 million for 2013.  

The products with the highest year-over-year increases were dental, term life, short-term disability, and critical illness. Each had over a 10% increase in sales compared to 2012.

The annual U.S. Worksite/Voluntary Sales Report estimates sales for the entire voluntary industry with detailed data on the performance of over 60 carriers, both group and individual, and represents the largest number of carriers included in any sales report for the industry.

The U.S. Worksite/Voluntary Sales Report is available only to Eastbridge Information Partner™ Subscribers as well as to participants. For more information on becoming a participant, email us at

Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.



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