Years ago when I approached a crusty old broker from down south about enrolling his voluntary benefits cases, he told me he didn't sell voluntary because, "Boy, the juice ain't worth the squeeze."

Every carrier that sells voluntary benefits has been assaulting benefit brokers with the claim that cross-selling worksite voluntary benefits (WVB) will replace lost medical commissions. But brokers, on the whole, aren't buying what the carriers are selling because they don't believe them.

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