Carriers weigh in on top voluntary products and profitability of voluntary lines in Eastbridge study

AVON, CONNECTICUT, USA (January 15, 2015)

Among the carriers participating in Eastbridge Consulting Group’s Voluntary Product Trends Frontline™ Report, short-term disability was the most frequently offered voluntary product in 2014 followed by term life, critical illness, and accident. The percentage of carriers offering long-term disability and AD&D increased, while those offering universal/whole life, dental and long-term care remained about the same compared to a similar study conducted in 2012. Fewer carriers have been offering hospital indemnity, limited benefit and supplemental medical plans, most likely due to the impact healthcare reform legislation has had on these plans.

Slightly over one-third of the carriers surveyed either currently offer or plan to offer any non-insurance or discount products in addition to their traditional voluntary offering. These include health discount cards, hybrid dental insurance and discount products, financial/legal discount cards, beneficiary support services, health advocacy/nurse advisors, and/or other value-added services such as EAP, ID theft recovery, travel assistance or leave management.

Most carriers in the current study classify their voluntary products as having “average profitability.” Those products rated most often as “very profitable” include accident, hospital indemnity, and vision. Products receiving lower profitability ratings include cancer, critical illness, dental, and universal/whole life.

The 2014 Voluntary Product Trends Frontline™ Report enables voluntary carriers to evaluate their product development strategies in light of the market’s current trends. Eastbridge Information Partners as well as survey participants receive the Frontline™ Report free of charge.

For more information regarding the Information Partner program or about Eastbridge reports, email the company at or visit the website 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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