Sure, sales are booming, but advisers have barely scratched the surface when it comes to the potential demand for voluntary products such as disability, critical illness and accident insurance.

One reason is that they haven’t made it easy enough for employees to enroll in these policies. Today’s smartphone-toting workforce expects easy-to-use technology. If they’re forced to fill out lengthy paper forms or reenter their information every time they want to buy a new policy, they’ll walk away.

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