Latest Eastbridge study shows dental plans account for second-highest voluntary product sales

AVON, CONNECTICUT, USA (June 11, 2025)

Dental trails only perennial powerhouse term life in share of sales

The majority of voluntary dental carriers saw sales premium growth last year, including several carriers with high double-digit increases, according to Eastbridge Consulting Group’s recent Voluntary Dental Products Spotlight™ report.

The report shows dental sales comprise more than 12% of all voluntary product sales. Dental sales have increased each of the past four years and have reached their highest level since before the pandemic. More than two-thirds of U.S. employers offer dental coverage on a voluntary, shared cost or employer-paid basis.

“Flexibility and choice are important elements of any voluntary product, but they’re especially vital for dental,” said Danielle Lehman, Eastbridge senior consultant. “It’s essential for carriers to provide options for product structure, benefits and networks.”

Eastbridge’s Voluntary Dental Products Spotlight™ report provides data on current voluntary dental products collected from voluntary carriers in February through April 2025. It covers topics including benefit specifics, maximum benefit levels, coinsurance, deductibles and waiting periods, underwriting, enrollment, commissions, product results and future trends.

Other key findings in the report include:

• Voluntary dental carriers say product differentiators focus on network strength and scope, customer service and flexible plan designs.
• Trends to watch in the market include regulatory changes and the ongoing impact of inflation.