In the past, voluntary benefits were often not put directly in front of employees — mentioned in a one-off enrollment meeting or hidden on a company’s intranet. But as private exchanges gain traction in the United States, many of them led by broker organizations, the platforms are primed to lead to a large increase in voluntary sales.

According to data from private exchange technology provider bswift, approximately 5% of all companies in the U.S. have joined a private exchange. Additionally, Eastbridge Consulting Group found 7-in-9 insurers — including Aflac, Aetna and Humana — intend to offer voluntary products on an exchange platform.

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