Voluntary benefits such as critical illness, accident, cancer and other worksite voluntary benefits are growing in demand among employers and their employees, with some even gaining in popularity on long-standing ancillary benefits such as vision and dental. Yet, while some ancillary benefits practically sell themselves, brokers need to have a more strategic sales approach to find success selling worksite voluntary benefits, industry experts say.

Traditional ancillary benefits such as dental, vision and disability remain popular for both employers and employees. A new EBA survey about voluntary benefits asked benefit advisers to identify the voluntary products most coveted by their client base, and 81% said dental benefits are in high demand, 59% said vision is and nearly half (49%) said short-term disability is in high demand by employers.

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