Throughout his 35-year career in the employee benefit business Larry Brodsky has come across few opportunities to introduce a product to an employer that is both new and almost universally appreciated. The president of Lawrence S. Brodsky Agency in Palatine, Ill., found such a product about two years ago after a Web search for pet insurance introduced him to Pet Assure. Not an insurance program - but a discount plan for pet owners.

Originally looking for pet insurance as a diversifying product post-health reform, Brodsky's curiosity was piqued by this product "that none of our producers and none of the employers who we contacted knew anything about," he says.

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