Once again in 2014, Texas led the country in voluntary sales, according to Eastbridge Consulting Group’s fifth annual U.S. State ESI and EPI Data report. California replaced Florida at the number two position.
“The top five states this year—Texas, California, Florida, New York and Georgia—are the same top five in both 2013 and 2012,” says Gil Lowerre, president of Eastbridge. “Overall, the top 15 states accounted for 69 percent of the total voluntary sales in 2014,” adds Lowerre.
“When we look at the ESI (Eastbridge Sales Index), however, we see a different top five list,” says Bonnie Brazzell, vice president at Eastbridge. The states with the highest ESI (indicating higher penetration) include:
While these are the same states that had the highest ESI in 2013, Brazzell explains that there have been some changes to the way this number is calculated. “Historically, the Eastbridge Sales Index (ESI) has been calculated by dividing the annual voluntary sales reported by the carriers by the employed population. So when there are large accounts written, the annual premium for those employers’ domicile state is larger than what is considered ‘normal.’ This can cause the ESI number to fluctuate from year to year,” notes Brazzell. Effective with the 2014 data, the annual ESI for each state is now calculated based on a rolling three-year average of voluntary sales to create greater stability in the ESI for a state year to year.
“The ESI is important in helping carriers determine what states have the greatest potential,” says Lowerre. “California and New York are in the highest sales category but in much lower ESI categories, indicating that there is still untapped potential in those states,” adds Lowerre.
“On the other hand, all but one of the states on the top five ESI list are not in the top sales list. Only Georgia has both high sales and a high ESI,” explains Brazzell. “And all of these states have somewhat lower future sales opportunity since the ratio of sales to population is high (indicating higher saturation).”
The U.S. State ESI and EPI Data report is an adjunct to Eastbridge’s annual U.S. Voluntary/Worksite Sales Report and includes sales and inforce data by state, as reported by the survey participants. The report is free but available only to survey participants. For more information on becoming a participant in the next annual survey, contact the company at email@example.com or call (860) 676-9633.
Eastbridge Information Partners as well as survey participants receive the Frontline™ Report free of charge. For more information on becoming a participant in the next annual survey email us at firstname.lastname@example.org or call (860) 676-9633.
Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.