Benefit Brokers increase their share of the voluntary market, according to an Eastbridge survey.

AVON, CONNECTICUT, USA (June 18, 2020)

Voluntary sales were $8.832 billion in 2019, according to Eastbridge’s annual U.S. Voluntary/Worksite Sales Report. As has been the case over the last decade, the Benefit Broker segment led the way.

Benefit Brokers generated over $5.3 billion in new sales in 2019 and accounted for 61% of all voluntary sales, up from 59% in 2019. Career Agents again had the second highest sales at almost $1.5 billion.  Voluntary brokers (Classic Worksite Brokers and Worksite Specialists) accounted for $1.1 billion and $785 million in sales respectively.

The following chart shows the market share by distributor segment. 


2019 Market Share

Inc/Dec Over ‘18

  Employee Benefit Brokers 



  Career Agents 



  Classic Worksite Brokers 



  Worksite Specialists 



  Occasional Producers 




The annual U.S. Voluntary/Worksite Sales Report estimates sales for the entire voluntary industry, with detailed data on the performance of 70 carriers, both group and individual, and represents the largest number of carriers included in any sales report for the industry.  

Carriers interested in participating in next year’s study should email Eastbridge at [email protected]. All participants receive a free copy of the complete findings, including company-specific results.

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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