Brokers play a vital role in the design of comprehensive benefits packages and are instrumental in the adoption of voluntary benefits through their consultative guidance to employers and enrollment assistance to employees. To develop a deeper understanding of the voluntary benefits landscape, EBRI has partnered with Lincoln Financial to conduct a three-part research program called Benefits in Focus: Supplemental Health, Dental, and Vision Perspectives. This Issue Brief is the second installment in the Benefits in Focus series and examines broker perspectives, priorities, and outlook on the evolving benefits horizon. The Benefits in Focus Broker Survey captured insights from 170 brokers that support employer decision making on dental, vision, and supplemental health benefits. The research reveals both areas of alignment — such as shared priorities around competitiveness, retention, and work force health — and areas of disconnect, particularly in perceived value and understanding of supplemental benefits. It also identifies clear opportunities for carriers to better support brokers and their employer clients.

Some of the key findings from the survey include:

• Enrollment and communication are key areas carriers can focus on to support both brokers and employers. Brokers said the top ways carriers could support employers include enhancing enrollment tools and communication materials, communicating the value proposition for voluntary benefits, and offering more customizable product options. Meanwhile, the top ways carriers could support brokers included stronger data analytics and reporting tools, better training and education tools, and enhanced enrollment tools and employer communication materials.
• Brokers expect strong growth in core and supplemental benefits, reflecting broader budget optimism. More than three in four brokers (77 percent) expected health insurance sales to increase in the next year, alongside strong expectations for growth in group life (64 percent) and supplemental health (62 percent). This aligned with budget expectations: 61 percent of brokers and 67 percent of employers anticipated benefits budgets will rise over the next one to two years. The expected growth in voluntary benefits also reflected brokers’ and employers’ viewpoints that these benefits provide affordable coverage, reduce concerns about unexpected medical expenses, and save hundreds of dollars in unexpected costs.
• Employers value the impact benefits have on morale more than brokers do. Eighty-five percent of employers cited improving morale and satisfaction as a key reason to offer benefits, compared with only 48 percent of brokers — by far the biggest divergence between the two groups. Despite this gap, both brokers and employers ranked competitiveness, retention, and maintaining a healthy work force among their top shared priorities (e.g., 57 percent vs. 69 percent selecting “healthy work force”).
• Brokers believed the core reasons employers offer voluntary benefits are employee demand, talent needs, and affordability. This aligned with brokers’ broader view that dental, vision, and supplemental products complement core coverage and fill meaningful gaps.
• Brokers believe education support from carriers could help boost employee adoption of supplemental health benefits. Sixty-three percent of brokers said “providing better educational tools for employees” is one of the best ways to improve the effectiveness and appeal of supplemental health benefits. Brokers offered several specific suggestions for technology and communication enhancements that could help boost employee awareness and understanding of benefits. Brokers also said many employers could improve their understanding of supplemental health benefits, suggesting that education support is needed not only for employees, but also for employers.
• Administrative complexity is a challenge to the adoption of supplemental health benefits. Nearly half of brokers said administrative complexity is a core challenge they face when integrating supplemental health offerings into benefits packages, suggesting a need for carriers to focus on administrative ease to better support both employers and brokers.
• Broker-defined success centers on client satisfaction and a holistic benefits experience. Sixty-five percent of brokers based the success of dental, vision, and supplemental health benefits on client satisfaction with claims, while 57 percent pointed to satisfaction with offering a more comprehensive package. Enrollment and adoption rates (56 percent) and sales/revenue metrics (about 50 percent) also played meaningful roles.

Figure 29 Figure 5 Figure 7 Figure 20 Brokers' Perception of their Clients’ Employees’ Group Insurance Products Sold Within the Last 12 Months Figure 22 Expectations for Change in Clients’ Figure 18 Approaches to Monitoring Voluntary Benefits Understanding of Benefits Available Fi gure 9, Level of Agreement With Vision Insurance Value Statements: Broker vs. Employer ..................................... 11 V C I W Ex The v p Foll B su C C E an te is c r ond r is valuat o r it op c p it ion, o ide h r io ow p nc ic 2025 osit r le p ke uc n m a e nt ing m lus a spe a l Illn ts of — ion for ing nd e r •ins nt s n ins B A ing c ’ion su e a ur tt d d si he es ne B l he Br ight ue tp a m o in e p nc s fit v o ila spe spe P le d olunt ne a s on k — s in Foc e ili lt m r rg ers bel h b g o a c c p Vi e fi ifi e nd ifi t a vide nt a e t nc t t c e c he rt w a s h ne y e c te e l he s of r r r u d b a S it n a ne e iev a fit s uc e it ic r n tne E s. s a e Ben s d a r p a c m lt e d l illne m at r t p fit p These h b it iona p e t e ost la o ic s, a loy a d e n com a r e int u gy ed l illne ss ne l me e im c nd r e a e p fit ins p for g Sur ti a or roffe fi ts w p to a ss hod tur a t t e n v ve at r r is e a su is in it nt r ns s y v nc s on ion b ing hin ons for su olunt c Hor tp e su o onfir r , p m a ag tto su e nc he o or g c a ne rom e r p m t fr e he e y e st p b fit ed m m c le r b lp ed izo pok s. A us o e ir p rm m e ne t e r loy t e h d or e he a om r car a e b nt fit se ’s e ed n t nt out ns a rs w iza b d s a t l he : iv e r he ue tl a w he iers ne b seve e itHo le a nd h a d b b fit s b lt ili e ur p c c r a h b s ne n in or g v r oa d od o is t are w ee op e fit u nc d ion b e n o uc e ne ld offe s p 10 e rinde rt Brok e h f o fit tp a op sponsibilit rb e r re elp c s, r ings a oc ne ut nd k e ok tions a d seve - e fit boo g of e ss a (e rs Fi n im - s (7 , , . p nd e w g n si a The oc u s e y x in 10 b r fe r 1 p t im rp k e e for in 10 s e em or w p t11) tm e op Vi tr k e r a ov b or p c e xpe nt r . e y w r lo ok e sa e ok Roug nt a fe a y e c e ns e id y ) spe e onst ee m a r s c r aw s e tts sa p ur g he s, suc hly w c loy a a rr te e r he d se a r s e of id o e ine ie td w n supp r e p b r ose h a tt o t s c ti he a e d e ha -le ne d o tb s y hir ould uc t nt n ty fit o c t of or a d he e ond s fil tts of m he tion, su in p vuc l g iloy p t si op p ton or e in rt-- Bridget Bearden is director, member growth and partnerships, at the Employee Benefit Research Institute (EBRI). Approaches to Benefits Enrollment Employee Benefits Budget Criteria Used in Determining Preferred Providers 100% Figure 32 b p b b m cVo p e d le (Fi ov m e r la r e rv a ok ok ok d r g e n p p na son m e uc ur l p loy e e e rlun a g r r re trs inc s a s a r g ible e ov e ior 17 e m r s g ls ide e g e it s, c )e ro w lude a nt t .ie e t p s ings a Most e it a a s s a s in c op d — h ss a u r d ff p w n v e a 85 or y p olunt d st ss y it fr lemen s, or nd h e or d Of r c e e ong p a ost d q e e b p a ue a rhow le b r c c re c c e e y e h va fer nt hil r onsi c sent ne nt tal h b ov d ly d e w a fi o e ne lue tt d sele e c a f e a r s a ing a e ll t a tea fit ions r r a g m e a st nd na he e c s. lt .tp ta ions e for h ly loy tir B t ds e t ha r o tben m e ic ok a e , e m e e s a t s a rm w d e s r nt p tr uc he efits hil p loy s w nd , loy e top a e w y pe t o r e it e e su e r- e r .r h a e nha t tp c c e hr Sixt p s’ e lie lie o p d a e r b ow le sk nc t nt nt e t out ing yhe m - e s unde s fe e n vi t,d e hr ir a e 30 w tnt t ools, b tm e d o u s hi a e e ion ne p rp l he sh le e cloy p re is st e w r a a ion to o c ra r e a b a e e c e nd e lt out s e tnt e th o som nt d fin e c ost s, w trr he e si of a ff tm rnc e x ff e a a b b r it e a ini d in 10 sa ia nd ings p re r ini h ne e ok l w ne ng b tng a a e eils fit ff ne e rut a s lln or ne r s a n a e fit rsa d id a d b sent e ut s im lit v a out ss id eta b rd y he . a ila ili “ uc ed l. a Sim p p t ty b ry he r a a Si ound le ov us tc g (xt ion tools ir ila t74 rin t e iding e e yint d ra - d ly p tfour one e he igit e e e , m r r re b na co p a m m e - e, p l tools loy p q tnt l a p e t a e ua d e r loy rnd r )k e a ue rc , r e e t e t e follow e iona t e nt e p d sa rd r a nha s la uc ili nd ( ta rc is Fi g l a a g e ee fa nc t e g r p r iona e nc nd ( e d ur o c Fi e e sour rte b d t e d io g ed y ur l tools p t n, 9) ha r c e o . e a c t2 s nd e t, 6 he ss or ). Jake Spiegel is a senior research associate, health and wealth, at the Employee Benefit Research Institute (EBRI). B A Br r s not ok oke er re s p s dsu in lary vt e he ay e c Me r dit w ic thod a el r re ole olog pre in se y,sh nt re e aspond d p ing with th ee m nt pe s w loy sa Ve e em r ry r e e a W w rlis ee la lq tr ui e of ne rW ere d ss e ll a t, sons o a Sha d oop mv ete w to ion, ha aoffe t W rol ea lre lnd ein r m N ut o p te ili loy W vza ie ele l w t ae ion o t ing Ab llen a f volu e nd/or fits c nt osh a m rop y p ab p re e ing ne d w fit for its, y h dte he ent t onl a el, my v p is loy ion, er Figure 10, Level of Agreement With Accident Insurance Value Statements: Broker vs. Employer ............................... 11 60% 80% 87% 74 b r A e fin They r d e ce ov nr m e r gg oc si a rp p a ollm e e nc g hur loy e rr enin d a rm ia e c ing g Ope e e e p e l st e e g e nt nt s, fly or nt -is b te a the ta e d nga ed b a ools a n g ne for ipp ili d e r- fa 90% t e r soli rE fit g y p s, a e e e e e tq nd Res d d s a m a m nd d ue nd b offe t sl nd p e ha le cight nc loy nt om e r tm e t e r y o ings e c nr t p p p ly he ha e of ut a r loy oll s e ponse fo ir a ” w lle B r he m t e to ro e is r iion (72 b d nge v r ke ns e fa e e ie one a nt c ne r m d om ion o w P rs. a e d m fit , ily rs nge r s of m int e p a s im e on G p ss c tf tr uni ce e ov t e t ihe r of vr rhe e ia na c p a c e o e a a ls d r n n b a nt a l c tit e C e lt ion ma t g r (a iona e ) e lst h ca e Fi ie e,d d p sour n g s, a t ( w ss e ur 66 nd l o E a m ra i m e e y c nd tn S p ff p p s e c e e 2 lloy o e ov r e s, se t xpe y 8 ia r si o r e) c ing e els e m .uppo e im r B e .ns nt a ila e l s: 55 p e g The n p r) e e c e e r r ft s ( ov c ia tion cr sh sa rnd uit B rt nd e im 73 a u dr or te m e p g e he p r p e a or it s sa e c tla e si e e nt t r e n ng r nt Nee a cff ia , e nc w d e rnt , sa e c e c e b a onc si tt) id e e nd iv ds , of gnt ne high e n e e e ne Emp m ion, ong m for Add fit rns nha a ss p s in r lk oloy c oing ing ye a a ost ab nc nd r nd e P out e s of r e e t s h rd p m m sp a uc e e unde p onit t e e se ritio he cp liv for nt ing tie ve ing c s a or c m r ha lna ost ( st fin ing of 6 ange a ( nc 9 p a 42 nd l su of nc e (S Fi e s .p p ia le he ruppo g p w e cl a ns ur le e ra a c nt lt m s e nd e eh insu s, c nt )highlight e 15) .nt e ) rt A , m on a lt . une l he ho ot W rta aiona ugh it nc c xpe a t h es, lt e dh l c v a 66 in a te nd erd y 80% v a a e b nd rout siK su on e ha p lsof p elf b le yt m he Ber e lie a nt st dvb a udy el he udr yt he (a is Flt igur h b a indust sse e is ne t1) arnt fit .y G s. w veic ane Se s e ful r v p a e rlly n in e lysi , m d be e r 10 nt ok et, ing e bm r rs a ok aere m n kre d s sa pt loy eint m ie d p er lli loy tne he ge ee y nc r d s sh cs w e ond & ow he uc thoug ed n it t d st ue cht r om ong d le ili eas t g d a ee lig o nc rsh nm su e ip p ae nd pnt ale t m p L in w linc e ant n com oln Fina ha al he t tp he aaltr yn h o is c cons for ia off ns l. eide D rings ia rna ed . The 73% 53% 75% By Bridget Ret Bea irement rd (40e 1(kn, )) Ph.D., 52% Jake Spiegel, Kelsey Bradbury, and Diana Crookston 56% 24% 19% 1% Figure 11, Level of Agreement 81% With Critical Illness Insurance Value Statements: Broker vs. Employer........................ 12 50% March 24, 2026 • No. 654 68% fr e st b w r pe xpe e ra e rspe ok ra m ll a cin or e e e ns c nt rs (6 nd te q t 70% of s (4 uot o e 51 8 p a fr b si e 0 p r e pe : b ng ok q e r e “ue rce C ne e ce c r r e lie nt nc onc c s nt fit ent r )y nt s a , sa e . s oft nk of w )rB , id ns he e ra rok d e nd te ra he v e n c e b ie la rout ne f e s w ina sa im xpr , offe ut m s p ha nc dre e a ass e lf of r y lit e for e --r r d y to for c e onfus la hov sev - rb d e m trta e ok ir a e y d enc e r r ion a e e a m st erxpe le d s (5 re sp e a nt ne ss s b e ns 2 p out c a p a(ifi e rla 33 k s d c 30 e ns e tr y su he c p ur , e p e fw g a n ie r irng g c c tr it ) e b c te h d or e nt e st sa rnt ne e ion )in d id e c .. nt fit ov E s for the s a m a ue el, rpy y nd g loy d . m t rili E e oup e lo e m c grhnolog e e w s a p tnc loy lif rsu e g e eg a e , p , ula in r rfe p a y sent or nd w a re t ly nd e p v a r or im in is v p ca ion cl tr tom e e ila e ior nt d rna b m it m le w ize ose u lly uc a , nic s not d , w h hig a h b a es in mont a t e aio thin se a n e is he b ly of d c r nha ov (st le e an e r b vhly ong r r nc e out ollm e ls d e or , e of m 36 r a e e : n nt nt – N d40 e s a how a nd rly Crookston 60% 80% is a specialist, market insight 66% at Lincoln Financial. e m fin m ost dpings fr loy im ep rs or or om ta nt a this c. tFor ars t e sea b he ot rh g p ch he rim roa ups, lp ry e dxpla e m ca isint ion in t a-ini his mng a g ka ing a p : he a Bd a rok v ltis hy e or r s w for sa orw k c lie for sunt p ce p s le ( (57 Fi mg e ur p nt ee a r c l he 13 ent )a . of lt Gh p iv be rr n th ok od euc ris s v t le s a s. 69 p ve s m l of influ or ee r cceha nt enc lle of enging , etm hrpe loy e to -ers), 50% 64% 67% Heal70% th Insurance 54% 46% 38% 15% 1% 72% 66% 71% 44% Figure 12, Level of Agreement With Hospital Indemnity Insurance Value Statements: Broker vs. Employer ................ 12 p m a a nin qg d ua e Co uc r r m e c e rh a e ini e mm tin e nt m rst ly 10 ep v rnt u , a r eoc n w tr ( . ion (50 y 87 ica hil N e tw d ha ine e p ur e t ion e t ll a e rin b c a c ould out w p e nd s 10 e nt ill r ) c a one c e e not he a ost m nt glp p r )he .” in e lo a e b y r nd d toost e hr 39 t rha s a e c– us e 47 te g (tm c 31 r o re p m p it e e loy ic p d e ra e r c t e r l illne e ha ser cnt ee tnt a v w t w ic ) he ss e a e sa ll) r ins e a p . id ne nd la H ur n o tow ss he su a n a ff e y p c nd v e p e m e ror s a r p e, und te r tov t( ff he 49 a or e ide nnu se r d st pa s a e a sb a r tn le a c lly d d e t a ing is nt c p int ov tti)c a .e e of s sh brrlna a ebg e c ow lly eov ne for on e fit prot a s. ee g e m v e B nt a p , rlua loy ok ia and l for e teing r e s la s’ a r im v g ls ow olunt e o p rn vi m sa ov aid e a jsi or d rm y on it e b a ie de ny ne uc s a ne e aff fit d tion ir s, a sm . end d Figure 2 q r int e ua m er g atrini earts (7 ng e dc ue 5 p om te p o re cated itnt m iv)e ini of in t strre a he sp tiv ond la e b cor om ent m p s sa a lerxit kid ey t , t(he low 56y p eint e r re e cm e ra nt p cloy t of de irb e er c ok etng ly e rw a s v g ite h s. 62 p mte he ntir, e e ar m nd ce p nt loy a gof e re r a e ct m lie ep rnt loy ne s a e ed rts) le for , am st ce le som ea ting r v ea e of lu m etp he loy te im e e. 60% 70% 49% 56% Dental 50% 41% 40% 54% 17% 1% F 38% igure 24 Brokers most commonly defined the success of dental, vision, and supplemental health benefits through client 40% 60% Reasons to Offer Voluntary Insurance Benefits This Issue Brief was written with assistance from the Institute’s researc 56% h and editorial staffs. Any views expressed Ex p it m W r s e or he ove m ide rp etot ha ta rhe io s. n e n na red ight l a e w m in nd ep rin e loy fin g 3 10 6 e a t – rnc s e 40 h ndo c ia ould e l p pe r Ben r r sc ot eim e d e nt c p at r ff w ion ( ov or ho ee d a 77 tunde fi he ble p t ir e fa s runde rst c m Hor e aily nt nd r )st c ,d ov a aend nd e nt izo ring a ahe g l e a lp , nd of n s he : su w vlp is it pHo ion h o p wle itngo m h r vw e ere nt y ing g a ula wBrok l he e ell rxpe , v atis lt he ns ion h b re ee -e s rw ne er de lur as fit rte ing e Vi s, sugg d 64 er– xpe e60 e cov ew ns pst e ee ring ry s, c e (a nt 79 tnd ha of ptm e e e re c d m e a uc p nt nin loy a)t. g ion e ful rs 57% e com xpem ctuni ations cation. (55They a percent ls o of pe brrc ok eiv eres v d e s. 54 p mploye er rc s a ent s fa of r ele m ss p loy confide e56% rs), nt and in und attraecrtst ing anding and r tehe tase ining bene tale fitnt s — all only fell w 33 ithin pe rtche ent ir Fi B g ac ure kgr 13, o Bund roker ’s Role in Purchasing Process for Dental, Vision, and Supplemental Health Benefits ......................... 13 60% Endnotes Challenges in Integrating Dental, Vision, and 50% Accident 38% 34% 22% 7% 32% satisfaction w “There s ith thhoul e cla d be ims e a c xpe om rie preh nceens , not ivee d sb ui yte of 65 p re eady rcent -to (Fi -us gur e e c om 4). mu Adni dit ciona ation l me and asu ma re rk s of etinsu g m ccateri ess inc al that lude d client in this report are those of the author and should not be ascribed to the officers, trustees, or other sponsors of While brokers ha 40% ve an influence on the purchasing process for a variet50% y of 30% benefits, they reported the greatest ability to w E out m ho p -of loy could -p eoc rs w kunde et e su rsa e pr v p m st ior ngs. a ost nd t is e t N ne m he ep ut e se ha dre ap td l r ic r od not e asponse b uc out only ts b cov e s for ttre e er rm e a .m g ae ine p loy for d e lo une es, b w. xp Ov ut ec ea tre ls ad ll, e o e for m m e e p rm g loy epnc e loy ry s v ecrost ie s.w s (8 ed v 9 p ision erce ins ntur ). ance as delivering of topb-rtok iere rre s asa sons id e . m The ploy be igg rs un est dpeoint rS stu a nd of ppd su liv ep e m p rg le een m nc te a e nt l b a H e l o t ew a ffelee trh n ings b in rok tvo e e rrB y s e w an nd ee ll, c feim tom sp loy P pa ae rc e rs k da w w g a ite s h mor s the re ole tha of n ha bene lf for fits in im core p breov neing fits Voluntar 50% y Offerings 28% 34% Interest in v 30% olunt 50%ary benefits has grown in recent years, and a small but expan 46% ding body of research is beginning to Group Life Insurance 38% 36% 43% 18% 3% Figure 14, Information Sources on Dental, Vision, and Supplemental Health Benefits................................................ 13 40% 25% sa tisfaction w explit ai h o nsff the ering suppl a m em ore enta holis l ben tic efi bets ne ifit n s p clear ack and age s(i57 mp p le l era ce ngua nt) a ge nd .” enrollment rate/plan adoption (56 percent). Figure 15 influe Enc BRI e , — E m lik pe loy ly e thr e B oug ene h e fitx Re pese rieanc rce h I in c nstus itut tom e-E iza du tion cat ion a — for nd he Re alt sea h, rrceh Fund tirement (E , B aRI nd -E gRF) roup , or lif e the ins ir ur sta anc ffs. N e be ene ithe fitrs E : B 60 RI strong, tangible value, while brokers were more tempe 29% red in their assessments. ov like e rhe all w alth insu orker m raor ncaele a a nd nd re sa tirte ism fae cnt tion: pla85 ns. pB errok cee nt rs p of eerm cep iv loy ede e rs c mp itloy ede te his s t o as a ha vkee y si m reila ason t r com o poffe rehe r ns beion ch nefits, c alle om nge pasr, ed 30% document this evolving landscape in the United States. To deepen understanding of the employer-provided voluntary 40% Vision 34% Figure 28 42% 22% 2% 40% Fre Thq e u Cle ienn t’sc Em y po lof ye Su T ese p As p a lke em m de fno C ta r lIo tHl el aa lthborD a et ni ta o l a n n do Vin sio n Reviewing 60% Sa IBy n cont le Bridg s or ra • rst e e v , e t unde Admin nue Bea rw st rd aa is s not nding e tra n, e tiPh.D., d v of e c as a volunt o m su Ja p ca lex crke eyss it b Spiege e y m ne is etfit a ric s a ch by l, pa p one ll Ke een ar led s ig n e e to tnot y Bra wo ath b brly ok e db w a ed ury e rsa o ,k p w e, ti rhil .a o Only n e nd of su only Di 33 a 27 p p n p ea pr lemen e c C e rc nt ro ent of oks tal h of brt b ok on rea ok er e lt s b rh s us e ben lieevd e efits d the .loss nor 30% EBRI-ERF lobbies or takes positions on specific policy proposals. EBRI invites comment on this research. p Fie grur ceent 15 sa 20 , id Fr %e the quy e nc cay n influ of Teeanc me C tolla he b bor ene atfit ion o s de n Re sign o vief he wing altVolun h insu ta ra ry nc B ee t ne o fit a s P grera ov t e ide xte rsnt ................................ . Yet, voluntary benefit ........... s can 14 1 r w eit inf h jus orcing t 48 p the e rne cee nt d of forb c rle okae rres. This r and m m or ar ek s t acc he ess cible lear e est duc ga ap tion. in how each group perceiv29% ed the strategic value of Spiegel, Jake, and Bridget BeaE rdd en, uc “Ex atipo an nd aing l M the et h Be one dF s F fits i ig U gu u H s rro e e e riz d 1 9 o 1 tn: o H Ho ew lp Emp Em loy pe lrs oy V eie rw s Voluntary Offerings,” EBRI Issue Voluntary Benefits Providers benefits, EBRI and Lincoln Financial have partnered to conduct a three-part research series called Benefits in Focus: Hospital Indemnity “I would like the providers to 33% offer clearer, easily accessible ed 37% ucational materials for both c 25% lients and 5% 30% 25% e ra m tio ploy to ed re s unde fine N 20% e ba r est rne ly a fit nd ha su lf of sucp cp e blse rs ok m . e ent rs asa l he id aalt dh b mini ene strfit ats v ivee c ry o m wp ele ll, a xitnd y isj us a t c or 29 e p ce ha rclle ent nge sa itd he the y fa sa cem w ehe for n int dise ag br ili atty ing also be customized. When asked for open-ende 47% d commentary on how c47% arriers can better align their offerings, many 50% 30% Leve L l eo vfe A l g or fe U A eg n m r de e ee n rm s t tW e an n it td h W S Ciu r th p it p iV c le a is m l iIo e lln n n te Ia n s ls sH u Ir e n a a s n lu tc h re a B n Ve c an e lu e V e fia tS lsu t a et e Sm tae te nm tse : nts: 20% 46% 46% b Bri ene ef,fit no s. I . 646 nter(e Emp stingly loye, eim Be pne rov fit ing Rew seor arc ke h r Ins mor tita ute le ,a No nd vF sa emb ig tis ufa err e c13, tion 31 2025) was .t he Av atil op ab le re a ason fo t r employers to offe 20%r benefits, Fi gure 16, Internal Resour 13% ces Used in Voluntary Benefits Due Diligence Process ...................................................... 14 12% Supplemental Health, Dental, and Vision Perspectives. This body of work includes a series of surveys that explore the 1adv 0% The is C C ors lri ie tin ca t.” s l Be Illnle ie ss ve It Would Improve30% Recruitment and Retention 42% 22% 53% 7% 80% 45% 41% 20% B Br ro ok ke er r 41% v vs s.. E Em mp pllo oy ye er r insurance. Thi su s le pp60% a levm es m enta or l he e ra oom for lth offe reing duc s int ationa o bl im enep fit rs p oveam ck ea nt g efor s, sugg su 40% ppe le st m ing entaa l he neea dl tfor h insu carrra ienc rs t e, o w foc heus re on 66–71 A br tok the Su er s highlight sa gg m es e ted time Ci e , d ttatio he a dst eudy si nr :e B fre or ea H su r o c dlt us e w s n, t rom C e Bv a re iid r za a rg l me ite e ion tr, s Ja a b nin C y k e a sa g n S ful y p ing B ie g e gae ttp tha l,e s b K rt e e c S ls t aw u e rry e p ie e p B rn b s c ro ar d r ould tb ok ur Ber y ro b , s e k a atnd e nd te rr s D e a ia m a lig n na pn loy d “ Cb e ry o r s in how ok offe ston, ring “ t c Ehe us xpa y tom nding peiza rceb iv le the e d p la the n 38% w http hils e: /t/he ww tw op .e 10% r be ri.o ason for rg/pub libcra ok tions ers /r w ea se s atrc o h k-e pe ub p liac a he tions althy /is sw uor e-b k rie for fsc/e c. onte How nt/ ev ee xp r, ad nd eing spit -e the not -be ane ble fits diff -he or riz enc one -- s in t how-he emp loyers- 37% 37% 10%40% 20% awareness and utilization of supplemental health, dental, and vision benefits in the American workplace across Short-Term Disability 4% 69% 26% A T A G L 40% A N C E 30% 5% Figure 17, Ranked Features in Due Diligence Process ............................................................................................. 0% 15 Their Employers in Their Benefits Roles p ercent of em ap d 10% loy mini erst s c raould tive e im ase prov to e Bro b te ke he tt r e Ag irr re k su now e ppor le Bro d tk g b ee r ot Ne . h e Ov utrae m l ra pll, loy Emp berlr o ok s a yee r A nd rs gre sa b e rw ok e Emp em rs. p lo loy yer e Nr es ut ra als confident in navigating 52% 2% v da elue signs of td ha 70% ent t rael, flect vision, the a uni nd qsue upp ne lee m de s nt of al he our a clt lie h b nts,” enea fit nd s. Em “by p ploy rov eiding rs cons cus isttom entiza ly e bxpr le pela ss ns ed t ha highe t ma r tle ch t vels he of agreement Benefit35% s Horizon: How Brokers View Broker A gVolun ree tB aro ry ke r Offe NeuF tra riings lgur,” e Em E 1 plB o7 ye RI r AI gss reeue BEmp rieflo , ye no. r Ne65 utra4 l (Employe 1% e Benefit Research 0% 0% 0% 0% view-volunta 0% ry-offerings. perceived impact on morale, brokers and employers shared a largely consistent view of the strategic purposes that “We lack communication r63% esources that pertain to real-life situations on how this benefit could be 100% 29% employer, broker, and employee audie An Affnc orde as. The ble Plan W int as e Fo nt un dis to uncover trends, challenges, and opportunities for 10% 00 L% ong-Term Disability 25% 40% 29% 47% 6% 0%Onsite 1-1 Online Self- Virtual Group Onsite Group Onsite Group Call Center With Broker Virtual Group Self-Enroll on Other 30% 50% 10% Ranked Features in D 26% ue Diligence Process traditional benefits but less know 9%ledgeable about supplemental offerings, reinforcing the need for clearer value 0% Fi spe wit gur h th cIifi e ns c e 18 tne itfin u , e tC a e d rnc , s it Ma e a ia rnd ia l p rc Use h r dot e2m e 4 dc , og tin D 20 ion ra 26 p e ahic t) nd e . rsm w of ini orour ng k for Perc m eefe p b loy re re ne e de fit P s.” rs t 58% ov he ide se rs p ................................ roducts provide — pa................................ rticularly around mora.................... le, satisfaction, 16 B rokers play a vital role in the design of comprehensive benefits packages and are instrumental in the adoption of 60% CoM mp ee ettin itg ive s SeC rvi uce stomer MeetingBre s adtM h e oe ftingsBrandM R ee ep tin ug ta stion AdministrativeSupD pio g rittal Too M ls ee atn ing d s Commi Pap ssi eron Othe 12% 9% r (please employee90% benefits se Budgertv W ei. ll I ncrease 10% Budget Will Increase Budget Will Not Budget Will Budget Will Not Sure beneficial for the employee in a more real-life example.” 55% 2 25% In Supporting Empl15% oyers In Supporting Brokers 17% strengthe90% ning financial protections available to workers at employers of all sizes. Health Life Dental Vision Retirement Accident Critical Long-Term Hospital Cancer Long-Term A detaile • d exp Br Lon la o gn -T ka e er tion rm -C d aefin o ref the ed v su olunta c 23% ces ry sb c ene enfits Fters ollo we exa d on bymine clien d in t s this 37% ati ss tud fac y ti iso p nro avn idd e a d19% h in Foo the lloli ws e dti a 26% bp c yp ben endix efits . experien 15% ce. Sixty- Pricing Service/Support Coverage and21% Trust Ease Resource 52% s Stru 0% cture specify) 26% Significantly Somewhat Change Decrease Decrease c ommunication, education, and stronger integration with core bene30% fits. 50% and overall well-being — while brokers tend 31% ed to show more neutrality and greater uncerta29% inty. These differences help v oluntary b20% enefits thr Insu oug rance h th Insu eir ra nc ce onsultative guidance (4 0t1o (k)) employers and Illness enrollm Disabe ilnt ity a In ss deis mn ta ity nce to emplo Cy are ees. To 80% 0% Onsite 1-1 Virtual 1-1 There Was an Increase in Your Client’s Business’ Profits That Allowed 80% Options Figure 196 50% , 0Fa %ctors that Influence Recommendations for VoluntaSo ryme B 34% w eh ne at fits ................................ Significantly 30% .............................. 56% 16 30% Please rank these features for thF eir ig im ur pe o r1 ta3 nce in your due diligence process. 40% 30% 42% five percent of brokers based the success of dental, vision 55% , and supplemental health benefits on client 54% 0% 10% 20%Meetings30% 40% 50% 54% 60% Meeti70% ngs 80% 90% 100% 15% for AdF die tie od nb aa l ck Be F ne ro fim ts Packag P ero Sp vid ee nr/ dCarrier Periodic Reviews With Keeping up With Other (please specify) Copyright Information: This report is 53% copyrighted by the Employee Benefit Re 53% sea 53% rch Institute (EBRI). You may 52% 70% 10% 1 H expla owein w ver, hy the brre ok w ee rr s id e not ent aif bie led d 52% a iff de m rini enc ste rs in how ative com bprle ok F xit eirg y s , uw v re a itlue h se 26 dveem n o onst r m ra or tion, e yea and rs of ene gxpe agerm iee nc nt e b va s. b rrierrok s a es ong rs witoin h fe gw er d evelop a “d Eemp epe loy r unde er cas rst e s and tud ing iesof that the i nv volunt olve a vrol y unta bene ry fit ben s laefi ndsc t sa uc pe c, es Es B s RI tori ha es p s.” artnered with Lincoln Financial to 70% Broker’s Role in Purchasing Pr50% ocess for Dental, Vision, and The first report in the Emp se lorye iees, s/EE mp xpa loyending rs the Upd a B te e snefits Horizon: ClientH s ow EmpIloy ndust err y s View Trends Voluntary 8% Offerings, summarized 49% 10% 48% Figure 4 40% satisfaction with claims, while 57 per 31% cent pointed to satisfaction with offering a more comprehensive Figure 2050 , A % pproaches to Monitoring Voluntary B Te op ne 3 fits ................................ Middle 5 Bottom 3 ......................................................... 17 copy, 60% print, or dowB nloa rok d e this rs' rP ep eorrc t e solely for ption o p f eE rsona mpll a oy ne dr nonc Clie om ntm s eU rcn iad l use ers, ta pr n ov dide ing d that all hard copies retain 45% Supplemental Health Benefits y cha ealle rs of ngees. C xpeonv rienc e 44% resely, a viewed re ars of easons alignm to offe ent, r su becne h a fit s t s. he For s ha exa rem d pim le, por those tance w it ph mor laced e on e x cp om erie pe nc titeiv sa ene idss the , r ett op ent tion, hreea nd conduct a 60% three-part research program called Benefits in Focus: Supplemental Health, Dental, and Vision Perspectives. The Cl5% ients Believe That Absenteeism Would Decrease or Productivity 1% the results of the 2025 Benefits in Foc Dus ef iE n m in ploy g S eru Sur cce ve sy s, w ohic f Dh r en etpa re l,sent Vis eido 40 n,8 employers across a range of 30% 0% of Benefits Available in the Marketplace 42% Renewal Terp ma s c &k Fa leg xibe il. ity E —nr Raollm te guae rant nte ea s,nd abilia ty d too ap dju tst ion r plans a mtie d-s (5 term, a 6 p nd ercent) and sales/revenue metrics (about 50 percent) also 50% May Increase B Br rok oka e eny r rs w s a a 30% ls nd e “Mu o re 0% sh a la ll c tisk a lir ngua op e ed d 80% y a ins right b l trai out ight ni a ts i nd he ng m nt ir ot o e he ateri txp he re a c al e p tnr a p st and lic ollm ions ab em e le for nt not pl a the nd oy ice ir ee c s c om g rc ont oom m up uni amu in be c eni ne a dt c ions tfit at he s sa ions r 40% esu in, le p that s ove p aor nd tare eas y trhe ou the ym off ne a yy to u e xt rc it a ye n e nders d a or r 47% t he (qFi uot t and g su ur e pe p sm and or 6)a t. ll p adap tH he eo a yr 13% lt tt.” e h, ions xpe gr c oup of t 50% and Supplemental Health Benefits r Fi m eg a aur int sons ea ini 21 for ng , H offe a ow he rMa ing altny hy b b e E w en nm eor e fip fit t k ploy o s a rfor tae br ilrc ie t ye C f, o tlie o r p em oint b nt pe lo s H ye c om ets. o avst p ee rD ong tit iriv ee cfounda t w Int ith o era ttions c he tion B r e on me p w tloy w hic ee e h th rn B s (7 e rok 1 p indus ee rs rca ternd nt y ) c, E am k n b epeloy uil p a d e .e h s Most e .............................. althy b rw ok or ek rs a forncd e (71 17 T his Issue 4 0B %rief is the second ins 90% tallment in the Benefits in Focus series and examines broker perspectives, priorities, employee counts and revenue. That research found that voluntary benefits contribute meaningfully to satisfaction, Importance to the Complexity in Limited Employer Lack of Importance to the Insufficient Data No Challenges O 85% ther (please 89% 40% 81% 80% 87% played meaningful roles. Very Well Well Somewhat Well Not Well at All lif c aer, rie t ahe nd rs t W re su o e 40% llnpp ep or ss rpov & t le Vp ide m ar luov e e -nt A (ide dFi a deg l he dd ur P rt oe ha a g rlt a2 m th 3 s y ) — w . ou W e Sp r ed e lle no ec e ss ifi xp so ve inc ce e an c lly tt ive r e, b s, dseve a dtt ise o im ainc se na mnd in 10 b r ae naa gw se em it eh p n in sa r t ok ro ele p rs offe e s ove r cita rred t ion. the d igit ne Any xt al e us yn ee a rollm rb . eM ye or ond nt e t spe ools, a thec ifi scc op nd ally e si , of x 77 tin 10 offe he pe for rcee nt g oing red P Be ro rcept ker P ions erspe o 71% f ct Dive ent sal, on VA is rion, eas o and f Im Spr uppl ove em me ent nt al Health79% Employee Administration Budgets 77% Employee Employer to Demonstrate specify) e pm erp ce loy nte ), rs a and gre ae ttd ra t 70% cha t tta offe lent/r ring ecrv uit olunt ment ar y ( 67 be ne pefit rce s p ntr)ov . These ides a ff br or ok de arb 68% s le 39% w ceov ree m raor ge e tc ha onc t he ent lps rate e 45% m d p aloy nd ed ee s t fin ait kiv e ec a 16% arb eout of tthe heir and outlook on 20% the evolving benefits horizon. 66%The Benefits in Focus Broker Survey captured67% insights from 170 brokers 70% 20% 17% recruiting, retention, prop gre ar mfo s, arnm d fa innc ancie a, l wa elnd lness ov bene er fia ts.ll employee well-being. Figure 2230% , Approaches to Benefits EnrollmIe nn sutra ................................ nce Costs Fell ................................ 35% ........................................ 18 65% Engagement/ Value On a scale 30 of % 1–9 (w 64%ith 1 being the most important and 9 being the least important), broke65% rs were asked to rank Data and Analytics 63% 63% 30% e e xpe nrollm rcetq ee uir dnt a e n inc g s E uide BRI re s a a ’s p se nd rin he ior in -e pxpress a elt rson e h ins p ur nr ea rollm m ncis esi e b nt on. e ne su For fit pp s sa or pe t. r le m T s, 64 p hr issi eons, e in er four c pe le nt a se berxpe ok cont ec rs e ta ec dtxp a En e B cRI inc ted r ae td ap e se nt era m in g l, isv si ris oup ons@e ion, lif ae nd b ins ri.or su ur p ga p .nc lem e e sa nt le asl , C Br onsi oked Eras w e se r ing ofe Er ne rnin o la lmsk e e n te in &d A 10 dt m o inia b stg r raok r tie one e — ror s Ona ld ig ne is r p e a oe rg ta d r ls, ehe e HR w lping intit egh a rat ie o nm se , an p r die loy em s of pe lorye s evide alue nt ify sta a te nd me ant dd s for ress d ge ant ps in al, vcis or ion, e be ane nd fit su s (e. pple gm ., e he nta alt l he h, alth ow rean a sons nd to the offe ir fra m beily ne ’s he fits. aOn lth, the red ot uche es c r ha onc nd, er ns br ok ab eout rs w une E it dh le uca xpe tio ss nc teexpe d m rie ed nc ice a l e haxpe d a ns we ide s, ra nd range sav of es hundr selections eds in — often t hat support employer decision making on dental, vision, and supplemental health benefits. The research reveals both 20% 60% 50% 45% 5% 10% education resources. Health Insurance 55% 32% 11% 2% EBRI was able to fund the development of this research thanks to generous support from Lincoln Financial. B spe ec ne ificfi dt 20% es cis E ionr n fa ocll tor m s e inf nt lu eS nc uppo ing therirt 57% recommendations for dental, vision, and supplemental health benefits (Figure 60% Figure 23, Types of Support Brokers Provide to Employers a 56% nd Expectations for Carriers .......................................... 18 he a nd alt62 h cp ae rr rie cernt s t o expe prov ctide ed a dn i igit nc al e rea nr se ollm in supp ent tools. leme ntal health benefit sales. The highest stability was expected in dental 20% 10% 0% 10% 20% 30% 40% 50% 60% 70% ins une a d Ar is s t ound a ur xpe he ba ili nc tsecond c y one t e , e 10% rb de- e tc tne ir hir ost eins fit m ds. s. Wh e tor a nt Allm s a four ) is ee nt rn co now ein su of 1 lt m 0 B a of p e sele st a ne trahe ing fit nda ctse s in Foc ing rre d st sponse m r ee xp os ngth us e t cof , s ts a tw his , ttion o he 62 it h e I r ss pee f m a ue rtsons c p h e loy e B nt ir rie . e rof rL fol s, e p e b ss r w re a ok sent e s e xpe e a fin r b s a s fin de r ie ne tnt ha nc d fit ictings fr e ipa s b e dm b tre p rok ok d loy om e a ere n i r, r s tb s g he nc sele rok rene ene e c art xt se s r e ra dsu lly e in v tche r og p volunt e la niz follow yc e in e da ttg rhe he ing y r e b ra ser e e tt e ne op ar ie r e fit v s, as lue areas of alignment — such as shared priorities around competitiveness, retention, and work force health — and areas Customer Service & Support — Carrier responsiveness, claims assistance, and “Utilization reporti 50% ng and data insights are used to highlight gaps, demonstrate value, and inform plan 10% 0% 49% 49% 1% 1 9). R Aep dmo in ris t Availabili trative ease, ty :p r Thi icing, s rea pnd ort tis he a v ca aila rrie brle 's b on ratnd/r he int ep eut rne attion at w we wrw e .e the br i.or topg t hr ee most common considerations employer/employee support services. Brokers play an important role in assisting witR h b etiree me ne ntfit (4s c 01(kom )) munication and enrollment. In fact, 84 percent of brokers a nd vision sales, with 42 percent and 38 percent, respectively, expecting 51% no change in their 28% sales. 17% 4% 0% foc seve on us the ring a l o imspe p pp ao cc rtit fic uni of attlly he ie s for se on b b e rim ok ne pe fit rrov s, p pe em re spe e rha ntc p tin iv s b ehow s on eca us tfiv he ee yof v a olun rte he se irt r ap v rr ing yoxim ins the ur ity a ir nc te o m et he p bloy e n pe e afit rr t 48% c s ic lie :ipa dnt ent nt s.. a l, vision, accident, critical illness, r Fi sa eg a le ur sons s ove e 24 for r, tC he offe ha lle ne Inr-P ing nge xt er so yb s in I n ee a Me n r e eor tfit int ng s t sew :g to. ro a Dtm iing gite ale TD to o e e ls nt m ap n adl, loy Vi Bro esi ech on, e uxpe res, a nd F clt ye ars S tions ,upp and le ( W 54 m ebe inp nt ae rs a ro c l He r e Vi nt rta u )a , lt l h int red Be uc o ne eB f ithe e One ve arv lt fit ih es P w caa rC e cuk st caost og mi eze s (4 s d........................ Re 5 p porte srcent), 19 of disconne 50% ct, particularly in perceived value and understanding of supplemental benefits. It also identifies clear 10% 0% Complian r 0% ec ce om & Reme gulator ndat y Fit –ions ACA co .” mpliance and alignment with federal and state for recommending 40% dental, vision, and supplemental health benefits, with none of them a standout number one choice. and Presentations Resources (e.g., Enrollment Materials Sess 37% ions Emails 51% or Benefit Analyses 12% said they directly c 0% ommunicate with employees for most or all of their employer clients (Figure 21). Similarly, most 2 laws. a im nd prhospit ove rea te l ind ntion (43 emnity p . e r cent), keep a healthy work force (43 percent), and reduce employee financial stress (43 opportunities for carriers to bette vird esu osp , op nor linet brokers and D e tn he talir employe 40% r clients. 39% 18% 3% W Brhe okn a ers p dvris ov ing idecdlie Tthhe nt e Vi s on ir si R o fe e ng e Pl ue d la am n b rl y a Pro p (c loy ek .vi g d .,on e e mo se ntb the he ly ne ob rfit e Tst hs, e w Vi asa b ioy out An n Pl tno u a a n ha im l lPro ylf ( pvrid ov 49 ese p te he Orn T c h a e e e nnt ff Vi As-N e ) si c oof t n eiv e Pl db e a er ne n dok Ea Ba ss e se sir ss s aEm nd repp la oo ye p rp e ted e R Ta h a l o e re t he Vi lyf d siy o ne t Pl y nt p aa n ic l, Sa ally v veis s ion, fo Emc pus loa ye nd on es Figure 25, Best Ways to Improve the Effectiveness and Appeal of Voluntary Benefits ............................................... 19 Figure 23 Mor e spe Easec oifi f W ca orlly king, W aitd h m a Sini inglst e Craa rrt ieiv r — e Ae ba ilise ty to r pe acka ce giv e oe r d bu na dn le ba ev nee fitr s a fog r e a rank of 3.1, brand/reputation received 3.6, and Tabl e o 40% f Contents 0% b Ta De W rhil ok kn ee e tal n toge r98 s r — e pp e T to r he he r cteed r A nt , highe C t fr he riof t30% ie ca q b r lst ue e Irllok su nsh ent ss e lta ly rs u Ir s n e su (f 52 nde e ra of lt n ce b p trhe r e Pl sc pok r la ac ir or n tfe e o rms p nt e rs (7 r tofe ))he Cor ri1 p tss i ca op aion is a llw e Ip nr sor a c uy e ra ts (2 nt uni nce ) t C ta le 3 p y og ve afo rst ra e ere r g c p ed ce a a nt trrha tria ) ie A tlly a r Cs a ss ri ta m id is ca nd e e t l nt ing Ie llnt b a e ing r ss l p ok e m In la e e su p r m n ra s t loy p p nce loy o re ov e Pl w e s in e a ide o r ns’ rks a ne m A nr C ff or e riollin or d tie ca s for d c l a Ilosely in e g llb n elin b e ss a c Iholis nov e sune ra en rtfit a ce ic qg uipp s. Pl b e a e n for ne ing fits 38% 57% 5% Affordable Coverage q u Ta hra te t rl Ay) llows Affordable Coverage That Allows Concerns About Paying for Regular Hundreds of Dollars in Out-of- percent.) sm oother implementation, cost effectiveness, and ongoing service experience “Stronge Provi rd data ing Bet teanal r O yfti fec rin s g woul Detailedd be Com rm equi unicatr in ed to g the D s em tudy onstra the m ting Howarket trend an Enhancing d de Offes rin ign p g Moreroduc Provi ts di ac ng Sc troordi nger ngly Types of Support Brokers Provide to Employers t su rap dp itle iona mel c nta or l he Pro e b vi ae dlt ne eh b s Afit da e s (e. pne tabfit leg C s., o ( ve he Fi rag gaur elt Th, e ha 2 td5is L)e. a sse b Re ili ns g ty ta h, e r d r Ne ing et gir ate ive d m e Fe nt inn aa t n)l a ci ab lnd utEa w vse is ill s ion, Emp add lt orhe ye ess e C m one n ost cew rn e sele s rAb , inn oc ut te ov d C a oop ve tiv rs te ion T hb oe uw sne aa ns d fit s a o s (e. ligning f Dolla g rs ., inthese Employees to Take Care of Their Employees to Take Care of Their Expenses Like Lenses, Contacts, Pocket Costs 3% Group Life Insurance 39% 46% 13% B pr aic ck ing/a ground ffor ................................ dability received 3.9. The ................................ least influential re................................ commendations for volun ................................ tary benefits factor........................... s included single 5 Training and Plan Comparison Value Proposition for Voluntary Benefits Enrollment Tools and Flexible, Data Analytics and e st Fim g ra ur ptloy ee C g o26 y e st,e &, spe s’ AB ffow orrc ok difi an be ic lir td a y s' — e lly nt P P re r eae m rl h c g iue a me p r s,a d t dio lt in edh, n o ug ct isu t bhoug f Em les, p co ple pp ah ne ys, m loy e ane nt d ar or a uly C l t- lie of he t-hr pnt oa cke e lt s Und e h b t min axe im 10 ne e ur mst fi sw ta s, only ending re ne ut of 47 ra B p le e (ne Fi rcg fit eur nt s A e b 8) v ea lie . ila A vb g ele r de e tin t he me y he nt a r Ma w e a ful rs sl kly et ight p m la ecly eet ing low ................ ne er e for ds 20 e mployers with clearer value stories, robust educational support, streamlined administrative tools, and more actionable Some of the ke Aly lo wfin s Em dings ploye efr s tom o Ta ktehe Ca re su or fvae ny d Einc mol tiude onal I: m pact of a Critical Paying for Day-to-Day Living Unexpected Health-Related 20% and Expectations for Carriers 27% 30% Own Vision Needs Family’s Vision Needs and Frame74% s 25% 1% to fulfi El dlu the cation c Tl oioent's ls for nee and Beds nch. m ” arking Voluntary Benefits Align With Core Employer Customizable Reporting Tools for employers and employees. su b ep ne ple fitm s w ent ith th al he ea c ltor h b e e bne ene fitfi s, fina ts (62nc pia erl o cernt m ).e I nt n se al w cond ellne p ss la c pe rog for ra im ms, p prov eing t instur hea e nc ffe e, ct fe ivre tili ne ty ss b /a ene ppfit eas) l o w f d he ent n t ahe l aynd mv ig is ht ion a Wide Range of Needs Illness Figure 6Expenses to Help Focus on Emergency Expenses c arrier vs. multiple carriers (average rank of 6.0), commission structure (5.5), and service experience (5.3). Employers Resources Benefits Communication Product Options tM fa dod am te a aily t . yho St (cFi o re g v do ngth e ur ra elogy g 30 e enin ( )66 . g S im p the eila rc se r ely nt a, r)95 e a and s w pee rill c a e si not nt ng of only conc brok he erens lp rs b a fe rbok lt out tehr e s b une ir e pxpe trtofe erc ss m tee ion is a de p t re oc me p td loy le urae e st s (6 r n pe a2 p e rtdia se lly b rcut e m nt a e) ls e, to ing wsu ith ne p ep mor put loy t rbae rlit o rs’ a yd r ne eis r in ed gs for to Vision 36% 47% 12% 5% Methodolog Netwy o r................................ k Strength — Provider network size................................ , access to top hospitals, and out-of................................ - ......................................................... 5 Recovery Fi gure 27, Brokers' Strategy to Educating Employers on Supplemental Health Benefits ............................................. 20 10% Expectations for Changes to Group Ma te B riae lsnefits Sales 65% 35% 0% w W ap a he p s en a offe al to th sk ring ede a e c b m lie out pnt loy ’ts w he ee s im or intke p for rn rov acl r S e e u e d p (p sour Fi o crt g om ur Bro cm e e ke s o uni 3) rs O . rc f fSp e a tr ools th ttion r e o c Eifi mpce lo a a sour ye lly t rst, he 28 ce ys. p r e S e For ly u rp c pe on o nt su rt E m p xp sa p ost ele id ctem dtw he te ohe nt By ea n e r Pl he e roc vv om ida a elua d lt m h, by te C ing 63 nd arri ep d m rse eost r nt ce a ly nt l, t vrof is ad ion, b itriona okaend rl, s sa witih som d e network policies. 20% Figure 1 Ac ciden • t — E Bn rok roe llrm sent ent a ime nnt d co tow m am rdu an cic cide ati nt o n ins aur re k anc ey e a follow reased ca tr he ri ers c samea g ne fne ocru al p s on att to ern, su thoug ppor h w t bo ith slight th brok lyers wider a ar holis oundt ic one be-ne thir fit ds s for tr a btot eg h. y, Espe mpc loy ificearlly s, b re yg caont rding rast d , eent xpr al eass nd ed v is m ion b uch s etne rong fits, b er c ut onv only ictio 4n a 5 pcerross cent a ll st belie atv ee m de tnt he s. Mo y wer re e fully adoption and more effective use of voluntary benefits as a growing component of financial protection in the workplace. “B Su y p offe plemer nitng s al Heatr lth ong (e.g.,benc hospita hm l indark emniing ty, c ri data tical il, we c lness, acci an p dentrovide our clients with strategic, data-driven advice on The data for this paper are based on a survey of 170 benefits brokers/consultants in August and September 2025. To Coverage & Plan Design Enhancements — Coverage breadth, additional plan design 33% 39% 24% 4% B rokers’ Benefits Strategy ................................ Reasons ................................ to Offer Employee ................................ Benefits ...................................... 6 p ne su rov p wp iding le fem at 80% e ur nt be e a stl he , tearnd a elt donly h b uc 0%ae t iona ne ocfit cal s p si tools for ona rovlly ide su r e s, g m g bp e rloy st ok e m ereod ss w sa erid a n a s t tha d hd et- b ons, w ca er st rie w r- a hil p yr eov t o 21 ide im pp d er rm ov ce ae nt t et r he sa ia ls id e ff a te he re c ty m iv p e ost rne im ss fr ae r ily a qnd ue re nt a cp om lyp e us m ae l. ed nd The in dse ent cond al, Figure 28, Educational Methods Used to Help Employers Understand Supplem 69% ental Health Benefits........................... 29% 1% 21 insurance) variation (Figure 10). Agreement was highest (69 percent) for the statem 74% ent that accident insurance provides financial riders, excla usi n od ns, em and sp pelo ciay lty ers. benefi ts B (r e.ok g., fe err tis lity, sa mi ed nt at l he heal tt hop , tele hw eaa lth y)s c . arriers could support employers include enhancing t m ha ee n e ting ight ne in ed10 s tod aga re y.e d that dental plans offer affordable coverage for employees and their families, and 77 percent plans.” be included in the surveC yo , nr de uct spond ing Duee D nt ilig s ne enceede Act d in to g ab s e th ee Pri mma ploy ry ed in a Ass ist bie ng ne in fit Cas b rrierroker, Pro ad viv diis ngor In, sig chonsu ts butltant, analyst, 10% Employer Broker Significant Decrease Slight Decrease No Change 69%Slight Increase Significant Increase Figure 21 m v tris a ost ion, dit iona sele and Cc l c latie su m or d s p P ew ep rb fa le oe ry m m ne atne o ce fit nt im — s b aCl he p lar y iov m foc s a ae lt p pus h su ro va e ing pv l p ra ale t lua eon s,m pt re oions ent ce ss ss ae in l he nt g( Fi tiia mg a el he s, ur lt ah e n e da h 16 lt ff isth a e o)rc . y t oMor nd iv f ene ins e ss tur ha a an ha nd ncea lf sa p pla pe ns id al . w tThi ha as tr tp e ynha r-op fivre nc ie p ting a er ry ce t t he nt ools o sa em id p r loy tint hee e ye r na te anr k l e rollm ease a ernt ch and Plan Comparisons for Decision-Making Advisor for Negotiations and Price Deferring to Employers' 70% Disability Insurance (short-term and long-term) 29% 48% 18% 5% p P r eot rce ec pttion w ions of he enr D n une ollm e 65% ntae xpe l, nt Vi c tsi ools a te on, d aa cnd nd cide cSupp om nts oc mle um c nic ur ea nt , ta ion ma and l He low alt te e hst r ia ................................ ( ls 56 , c p om erm ceuni nt)c for ating the 66% the ................................ not vion th alue partop itosit has ion for good .......................... v volunt a 32% lue fo arry abll 1% enefit 10 s, Fi sag id urte he 29 p, la Bns rok he erlp s' e Pa ese r 64% c(e -1 c p 0on t % ioc on o re m rns of th re )ae bir out Clie cost nt (-1s’ % lyt E op m -r 9oc %) ploy ede ur ee s’s; 85 p Undere st ra ce nding nt ( +a 1% ls of o to b + B 9 ee %) lie ne vfit ed s A (d +1 e v0nt a % ila a ol insu rb m le o r................................ e)rance can save . 22 denied claims. 63% specialist, or similar positionH . o Fu w rt he Mr am nor y e E , m rep spond loyeernt C s w lie en ret s re H qui ar vee d D to irhe ac ve t Ian rtole er a in c tri 62% eo vn iewing and/or shopping for H ospital Indemnity — Hosp Em itp alo l ind yers emnity insura Cnc liene ts reflected 69% the Eva sam luae tio n psattern of brok Pree fer r ec na ceut s ion and employer Keep a Healthy Work Force 57% e are bxpe alam nc rie ost enc d r a ee p . lie p Int rd oa eupo rceh to d stn, ingly as is, c aus b re rok si indust ng ers w berne y ho a fit ss m s, e oc et ia q wt ua it ions h cl lly ie e or m nt p ps rha ofe 59% msi ost ss zin iona of g btot l ne heh tr ttim waor e d it k or iona s. aD lw e l a c ais y nd s s ion in e -le nov mc atk e aing d tiv per r ov e bsour eiding nefit ce s. s a b et rte e rim ed puc ortaatnt iona l 0% A e m ppendi ploy Fine ae nci s. A al x Star bound ility & R eone putati- on thir — Cd a rrof ier fib narnok ciae l rarts ingrs e (A m Ma Bine est, M do one dy’s, ut Sr &a Pl ) on value and cost-related statements. Overall, brokers “Better r and offe eporti ring ng to mor pr e ov cus ide c tomos iza 57% t ana ble plr yo sd is uc and t F op i proj gtu ions re e c . 1 t futu Me 9 anw re bu hile dget , the ary top cons w 57% ay iderati s carrons iers c bas ould ed o su n m ppor ark t b et rokers 60% Between Brokers and Employees e mployees hundreds of dollars in out-of-pocket costs. Overall, both employers 72% and brokers consistently v 25% iewed d 3% ental 55% Other 16% 33% 22% 28% d Ee va nt lua al, ting vision, Prov aide nd rsu s ................................ pplemental health (ac................................ cident, critical illness, ................................ and hospital indemnity ................................ insurance) benefits. .............13 Client Satisf aa nct d ih o ist n o W ry ito hf rateC inlicr en ea t se Sa s. tisfaction With Enrollment Rate/Plan Sales/Revenue Loss Ratio Fi confide gure 30 nc, e W (Fi he gur the er 12) Brok . A eb rou s Atr e si x in Mee10 ting brEok me prloy s aeg rr s’ ee Nde F e tha id gs for u 62% t rte he 3 a c 0 H ov olis era tic ge B offe enefit rs fle s St xible rate gbye w ne itfit h Re s (6 spe 4 pcetr t co ent Volun ), eatse ars y Other, Please Describe Be Competitive With Other Employers 2% 65% 21% 10% for t Bools for rok inf eror s m re eing m po prloy tped ur e c e w ha s a idsi es t ng vhe ar di a ett c op ion in isi ons, p wayhow to arim tw icp e ula rll t ov rhe ly e ty ahe s t b ehe elie ff e v m c eta iv e jor m ene p itloy yss of /a eeb p s unde rp ok ea el o rs (6 rf supp sta 9 p nd e le trhe c m ee nt b nt e ) a ne sa l he fit id s a a tlt he h. va y ila The ap bp le rsele ota o cth th che tion m e se (Figure Factors that Influence Recomm 56% endations for Voluntary Benefits sh owed low trends einc r alude g and C re lae im d m c s Exp st e lai nt rong e m riw es nit uti ce eh st r ld iza a at tt O a e ifon.” fm e arina e ngnt ly a s on M tic ore s a Ha ond c list ciide crep nt o ritns ing ur Adt o aools, b pnc tione tha etn w ter it tr h th ainiose ng aon nd dee dnt uc aa l o tion tool r vision insu s, and raenc nha e. nced Dental insurance often covers preventive dental procedures, such as cleanings, and provides coverage toward more Mor c ove er a tha gen a t s hr pe rov e in four idingW st h (r77 ong et h p e e vra rc lue e B nt r o ) for k b r e e ok rm s ep rA loy s rsa e e e id M s .b eee ne tifit ng s p E rov mide plo rs/ ye ca rr sr’i eN rs a eerd e s the fo m r ost a H co om lis mton ic source of 50% RespondeB nt es d nefit id snot ................................ need to work for an e ................................ mployer curren0% tly offe ................................ ring 20% voluntary 40% bene................................ fits. Som 60%e questions 80% ha ................ d few 10e 0% r 22 concerns about hospital-stay costs (62 percent), and helps cover substantial unexpected hospital expenses (58 Benefits Package 0% 20% 40% 60% 80% 100% 54% B 2 9 e) ne . Re fits E tirenr mollm ent e pnt lans Supp (56or pte ................................ rcent very well) and he ................................ alth insurance (46 pe ................................ rcent very well) stood................................ out as the most well-..17 d de iff ce isrions ence b b Me ye c e ttw o Emp m ee pln b o aye ring er ok Expp e err ctov s atw io id nho ser m offe et rw ings a ith clnd ient as ligning freque w nit tly h cl and ient b rg ok oa els rs w and ho ne only eds (n meot t som ed beyt im 67e p s or erc e ha ntlf t ). he time is Employers, meanwhile, show Be ed n e c Gonsi f ro it us p st L iS fe e tnt In rsu a lyt r ae st ng ce rong y B ew ne su i fit tsh p p 55% R oe rts : p 90 e c pte rtco e nt V o algu re netd a r tha y B t a ecn cide efint ts insurance provides enrollment tools a For hnd ow e m m an py loy em ep r lo com yer c m liuni entc sa d t 6% o ion ma you co te mr31% m iau ls n.ic ate with employees 48% about 15% complex procedures, such as root canals, extractions, and crowns. Much like traditional health benefits, dental benefits inf ormation about dental, vision, and supplemental health benefits design, trends, or product selection (Figure 14). The than 170 responses due to survey logic or inclusion o Top 3 f pa Mi rt dia dle l c 3ompBo lett to em s in sur 3 vey results. Figure 3 percent), with neutrality at roughly one-third across statements. Employers again reported much higher agreement, Imp40% rove Retention (e.g., lower work Fi P unde W e g he rur ha n w r ep st 31 s one ood e , aH sk offe ow reed a rC son for b ings, arrok rie erw rs C s t it low h ve o an p le rB rov v y ee tide fe ls te w rof op Supp bunde re ok n-or eer rnde s sa tst B arnding d ok y ing ce om rs eof m b a m e nd e p n su nt e loy fT p it s on he p 62% s ele e dir s d ir m t e E he e cm o nt tly p not g a ? loy a l he p e s in supp unde r as in The lth b rsteane nd or ir fit t t B a s r he e vne a e m ila la fit a tb iv s Role tle e a ll. tto o H tot she ow .............................. he m er v a e bnd r e, ne ats w he fits ir it is c h lie mnt ost s 23 considerab “P leowerful (68 pe s rctati ents ti com cs.”p ared to 49 percent.) m Op ep aor nin tuni gful tie ps t rot o eRa ction, ise A aw nd arla ene rge ss m aa nd jorA itd ie op s a tion o lso ef Volunt ndorse 53% da it ry s v Ba elue nefit (s 77 ................................ percent), its role in e ................................ asing concerns about ......18 may be offere fod rc ea ts urn ao ve de r)nt Fo al cp urs efe orn re d T rpa rov diide tiorn o arlg a C niz or ae tio B n (P enP eO) p fits la vn, s.w Ih ne n ro e v pa attie iv nt es a Br een nudg efits e d toward using in- second most common source of information for these voluntary benefits designs was industry publications or resources Vision Insurance Benefits with more than eight in 10 endorsing each value stateme 6% nt. 38% 46% 9% Figure 8 e re m gp aloy rding ers, t dehe nta re l, is vis st ion, ill room for and sup p im lep m re ov Su nt pe p a m le l he m eent na ta lt in l H h b eunde alte h ne Ber nfit st efis, a tsnding much the m Deor se ntae l b ad n e d e ne V ta isfit ile ions. d B eFor a nnd efitt syn -ua four nc e pd e rfe ceent db of ace k m wp aloy s sh ee as c red ould brokers (6 30% • 0 pBr ero ce knt ers ex ) did p not ec e t s duc tron ateg Oe growth thm eNone r p (ploy lea , se 2% er sp in celie ci co fy) nts unif re anor d su m 67% lyp (p Fi le gm uren e 2tal ben 7). Whilefits e 39 ,p reeflec rcentti of ng b br roko ea rs der said bu the dg yet 1% 99% 60% injury At-tr ra e ct la Ttae led n t/e Rxp ecru eitns Nee ws (8 Emp3 p loyee e srcent), and its ability to save employees significant health care costs (88 percent). Figure 32, Open-End Responses on Gaps in Support or Needs for O Atd hed r it (piona lease l Sup describp e)o , rt ............................................... 24 Thr netw ee or -q ku d ae rtnt eris s (7 ts v4 p ia low erce ent r c )op of atyhe s; a sa d m ep nt le a l dp eoint scribe of dser the 53% vir ic e p r(im POS) p ary job lan, fun wh cteion a re be s a ne fit be s a nerfit e sd e btre ok rm er ine , ad d v bis yor w, he ort her the (60 percent). More experienced brokers relied on information from carriers at a higher level (87 percent among more Broker Perspectives on Areas of Im Le prvov ele m of e nt A g ................................ reement With De................................ ntal Insurance ........................................22 Technolog 40%y 2% im ( pFi rov p grur ide ov ee I m 3 ct p2 om he ro )v . e ir p A O r unde e vsele ehe rallns W crtst oiv ion o rke a ending r , Mo st f t ra alhi nda e of os fe r rrd e e ize td irb e da m c ek e d nt uc is a p ptla rion for ov nside , ad nd a in t ll c 54 he lie p nt e ta rs cb , ele 49 nt b c e pould low erce , nt im loose p re rov ply or e g t t ed rhe oup p irr e ov unde d iding byr st top a ta nding ic rg . ete of d ehe duc alt ah insu tion for ra nce. optimism. More than th Denr ta ele In su in four rance B b enre ok fitsers (7 6%7 percent)42% expected health insuranc 43% e sales to inc 8% rease in the Service Experience Figur 30% e 16 85% 30% 40% 20% 51% consultant; 15 percent described the Vir a lru ole e S as b tatee ne m fit es spe nts:c B iar lis otk ; e ar nd v8 p s. E erm cep nt l o dy ee sc rribed their role as benefits analyst provider is part of an exclusive network, part of a wider netw 35% ork, 50% or out of network; or a dental health maintenance e xperienced compared with 67 percent among less e 48% xperienced). In addition, less experienced brokers showed greater Satisfaction 50% Internal ResouF rc ig eu sr e U 1 s2 ed in Voluntary C Donc enta lul, sia on cc 35% ide ................................ nt, group life, a 47% nd v ................................ Sis om ion fa e Clienll ts , som 13% ewhat be ................................ hind these offerings, ................................ with 34–41 percent of ........................... brokers saying 25 spe cific clientne s or xt indust year, a rie long s, a sind de 11 str ong perc e ent xpe sa ctid ations they for p F Friio g g g vu u r ide ow r re e lim t1 2 h in 5 0iteg dr o or up mlif ini em (a 64 l e p de uc rca etnt ion o ) and n supp supp le lem meent ntaal he l heaaltlth h (62 Supplemental Health Benefits (e.g., accident, critical illness, hospital Single Carrier 45% vs. Multiple Carri 41% ers 16% 27% 58% or or gaanot nizhe a10% tion (H r role Redu MO) p in se ce Healle th la c C tn, a ing rew Ce o hst m esrp eloy pae tie e nt bes m nefit us st. see Givk e n th refeers ra els r ole fors, pt rhr oce ee d-ur qu ea s in rtera s r(e 75 st rp ic etrecd e nt ne )t of wor re kspond of prov ent ide s sa rs. id they r eliance on professional employer organizations (PEOs) (5 6% 5 percent 29% for less experienced 43% brokers, compa19% red with 35 “Enrollment assistance and digital tools, l 44% ike benefit decision aids, calculators, or videos built into HR Level of Agreement W Bie th n e H fio ts s p D itu ae l ID nid lie gm en nc ite y P In ro su ce ra sn sc e Value Statements: Lev ine delm o nif ty, A etg c.)r BB e roe e kem s r A te g re W n eta y W s Bro i tth ke o r A N Im ec uc tp railrd oevn E e m t ptI lh on ye e s r u A E gr rf e a f ee nc cte E iv m V e pla o n ye le u r s N ee s uS tratlatements: e mployees understand these benefits very 28% well. benefits, prim pa errily ce nt upo ). n Thi em s a plign loyeed r r e w qit ue h b studg . et expectations: 61 percent of brokers and 67 percent of employers 30% 0% 0% A ppendix ................................................................ Pricing/Affordability ................................ 52% ................................ 30% ............................. 18% 25 interact d 10ir 0e %ctly with their employer clients at leB ast ro som ke 52% re v of s.t he Em tim ple o. yJus ert over half (52 percent) of respondents had All, 30% percent R efor duc em Emp ore lo ye eexpe Finarnie cia nc l St ere dss brokers). and Ap B pre oa kle o r fv V so . lE um ntp alro yy B ere nefits platforms 40% .” 0% 42% 70% Disability Insurance Benefits 7% 32% 49% 11% 66% anticipated benefits budgets will rise over the next one to two years. The expected growth in voluntary Vision insuranc Ene ro lloft mene t n co Guidev s e an rd s r13% out Custine omize e dy Be e ne ex fitamIs a n-Pend rsonp En rov rollim dee ns b t ene Dfit igita s for l/Onlin v eision cor Ongoinr ge Ed ctuion, cationsu anc dh a Oths c er (p or lea r 13% se ec sp tiv eci ef y) lenses 25% 13% 90% Figure 27 been in this role for seven or more yearC s, r ovee rap gr ee Osent ptionsing the 60% larg41% est brands in employe41% e benefits distribut 18%ion. Increase Employee Productivity 21% Endnotes ................................................................ B Bro roke ker r A Ag gre ree e B Bro roke ker r N Ne e................................ u uttra rall E Em mp pllo oye yer r A Ag gr re ee e E E................................ m mp pllo oye yer r N Ne eu uttr ra all .............................26 Und erstanding drops not 21% ably for supplemental health bF eine gu fit re s. Only 14 about one-third of brokers said employees Materials Communications 42% Support Enrollment Tools Training for 27% 100% Supplemental Health Dental and Vision 100% benefits also reflected B rb ork ok ee rrs s'’ a Snd tra etm ep gloy y t eo rs ’E vd ieu wc pa oint tinsg t ha Em t tp he lo se ye be rs nefits provide affordable coverage, and contact lenses. Insurance plans operat 31% e much like dental benefits, with POS, PPO, and HMO plans commonly 30% Health Benefits 80% “A dedicated, searc 57% hable knowledge base for AI 5% ass15% istants that includes Emp 52% upd loyers/ ated Empl produc o 29% yees t informati 25% on, Importantly 20% , the 60% se brokers reported working with a multitude of voluntary benefits providers. The most comIm non forg m roup ati o ins n ur Sa onc ur ec p e Co rs o md m o uc isn sti o s sold D n Se tru n ct tua in t rel, he Vi s pr io ior n ,12 a-n m d ont Sh p upe prliod em fo er n tthe al sa He ma plle th w B ere en he efa ilt ts h insurance 27% 19% 31% 39% 42% 10% 11% Manage Work Force Retirement 12% understand hospital indemnity (33 percent) or critical illness coverage (30 per55% cent) very well, and even fewer said the 70% on S30% upplemental Health18% Benefits 90% 15% Ma ny brokers work with preferred providers for voluntary benefits, often helping streamline decision making. 90% 15% reduce concerns about unexpected medical expenses, and save hundreds of dollars in unexpected costs. offered. 63% 70% 21% policy changes, and any new features.” 90% 61% ( 87 percent 15% ), life insurance (81 percent), dental insurance (72 percent), and vision insurance (71 percent) (Figure 5). Capabilities for Claims Integration Across Benefits 35% 52% 13% Retireme 33% nt Benefits 12% same for short-term 28% disability (26 percent), long-term disa 7% bility (25 30% percent), or long-ter44% m care (23 perce16% nt). Reduce Absenteeism 80% Sp Figur ecifice ally s 80% , three 20% in four brokers had prefer29% red provide 36%rs for dental, vision, and supplemental health benefits. Brokers’ 50% 32% 60% 29% 32% The sample consisted of br 77% okers with ext 55% ensive experience in benefits strategy and can be considered “generalists” 60% 38% Limited and Minimal 54% 54% 80% 45% Accident insurance was the 53% most frequently 37% sold supplemental health benefit, followed closely by critica 53% l illness Optimize Tax Treatment for 52% 52% 10% Brand/rep 21% utation o 51% f Carrier 50% 44% 6% Oppo Unsur prr istingly unitie , thes re t is o a R lot ai of se r oom for Awar e im n pe rov ss ing and empA loy do ee pt educ ion ation o of V n o the lunt se bar eney fit B s, e ra ne nging fit s fr om 66–77 percent • 70% Employers value the impact benefits have on morale more than brokers do. Eighty-five percent A ccident ins 70%urance provides a c Ea dsh uca tb ioe n,ne Prifit ma rifor ly workers who suffer an accident or injury that can be used for any home offices had a great deal of influence over preferred provider selections, with 50 percent of brokers reporting that “Enhanced online resources for r 26% eporting, com 0%municati2 on 0% , and Rare enrol ly o40 r N% l ome t at A nt.” ll, 1% 60% 80% 100% based on the Emp ir lo b ye ook o es andf b /or Emp usine loyess r . Overall, the sample reflects brokers whose book of business emphasized core benefits 50% 50% 70% Upon Employer ins urance — one in two brokers reported selling each of these group benefits in the last 12 months. Cancer insurance Figure 1, OffsRe et ta hesons R 40% ed10% u ct to ionOffe of Trard iE tiom nap l loyee Benefits .......................................................................................................... 6 of employees who could understand the Adse minib ste rane tivefit Eas b se etter. 58% 36% 3% 5% 60% 60% 5% of employers cited improv 15% ing morale and satisfaction as a key reason to offer benefits, compared with only B e the xpe ecir a us ns hom e e s. This te he offic y int c ea e sets sh rac b t e w the ne ith b fit pr m e ot fe a 85% h e y rr R e he m ed qp lp up e loy r sc tov , ov e 11% Mo ide re s a sr t, re 54% nd lis xpe te s. m ns On p eloy s t ae ha si es, b t m p ila artrok ie not nt ers w s ha e, 62 itv h he ep e ar a uni clt eh insu nt q 60% ue of p b re a ro rnspe k ce er s c atrsa iv e eid st on ill it lia is op b im p le or p for 85% or tuni t, at su nt ie c s t for h a o s raise 84% 5% 24% of health, 40% retirement, and life, while deploying dental, vision, and supplemental health benefits to round out a Benefits 77% 60% was the least frequently sold supplemental health benefit, with only 25 percent of br 2% okers selling it within the past year 40% 71% 50% 50% “There s 48 pehoul rcent d be of b onl rok ine ers tool — b sy and far mo thebi blie g g apps 0% est d for s iverg ubm e 20% ncie tt ib ng c etwle ai 40% em n th s, trac e tw ko i60% ng th group eir s. sD tat 80% eus spi, and te this rec 1g 00a ei % pv, ing both awareness a 0% nd appeal of supplem 0% ental hea 66% lth, dental, and vision benefits. Brokers were pre 66% sented with a list of d Fi c a e grd ur ruc ieert s t ible 2, o Re s a align and sons tche op to ir a y Offe offe s, arrnd ing Volunt c s t an he o a hom ry lp Ie ns offs offic ureatnc e lost e p rB einc e fe ne roem fit nc e se ................................ d s.ue One to m bris ok sed er rw eor com k. m................................ ended carrier alignme.......................... nt with their home 7 Other (please specify) 62% 30% c omprehensive benefits strateg 90% y 0% for their clients. 88% 30% 50%0% 88% 45% — Ov e thoug rall, th h, enot resu ab Pri lt ly m s su , ari cla y g T nc g rae e dist r ti oc ne a ov lm Ce op re rloy a ge Mo e eis ss tl y tunde y Tra pic dita ir olly st naa l , in nd Wic thlude cored A h Ba in c ela anlt r ce h a itdic Mi a nd x l illne —rI etir ss e Mo m in ste su ly nt Inrn ab o 83% nc ve ane te iv. e fit Bes b nefie tst te Pri r m tha arily n Csu uttip ngp -Ed leg m e ental health 83% 40% 82% 40% rei 30% mb brok urs erem s aents nd e qui mploy ckly e.” rs ranked competitive 77% ness, retention, and maintaining a healthy work force among Yes, Fully Meeting Needs Partially Meeting Needs Not Meeting Needs at All c offic halle e nge prefe s fa rec nc ed e s wche ould n int be e gim rap ting rove dd e nt by a l, “offe vision, ring acnd ustsu om piza pleb m le e nt pla al he n de asi ltg h b nse tne hafit t rs int efleo ct etm he p loy unie qrue pa ne cke ad gs of es (Fi our gur ce lie 2nt 4)s, . 20% Benefits — I focus on Some New Features — I equally emphasize both — I prioritize modern Benefits — I focus on 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Figure 3, Focus on Traditional Core Benefits vs. Innovative Benefits .......................................................................... 7 40% 64% offerings. However, 64% even though these options are better understood, there is still a lot of r63% oom for improvement. For 30% 33% essential health and recommend core benefits 62% traditional and innovative benefits that appeal to emerging trends and Critical illne 30% ss insurance plans typically provide a lump-sum cash payment if a worker C ois d mpre ia he g nnosed sive, with a serious health 56% 58% their top shared priorities (e.g., 57 percent vs. 69 percent selecting “healthy work force”). The For dm ea nt jor al a ityn d of vb isrion, okerts sold he most su pcp ole mm meonl nta yl he cite ad lt h c ha (71 lle p nge ercs w ente )r a end the d e re nt la atl o ive r im visp ion b ortanc ene e fit of s (7 the6 p se e bre cne ent fit ) s t in t o he the p revious w hile also strea 20% mlining administrative processes to reduce workload.” Preferred provider alignment is monitored with 10% 20% insurance plans. but occasionally suggest benefits. today’s work force while unique perks tailored to There were distinct differences between products sold by more experienced brokeSt rs ana dnd ardize the d Ed iru ca letss ion experienced 30% retirement 20% plans, 44 percent of employees had room to improve their understanding, and 54 percent had room to “Payroll/HR systems and benefits platforms don't fully integrate.” Figure 4, 20% Defining Success of Dental, Vision, and Supplemental Health Benefits ......................................................... 8 condition covered by the policy. Such he moda ern lt h condit add-ons. ions may be, but are not still co lim veriit ng e td he t bo, asics ca .nce em r, plhe oyea e r ptre a fetre ta nce ck s, . or stroke. for All Clients, 39% B 12 e re m rg ok p m ula loy eont rrs eca h ra nd s. Wh ( d47 enc e m pee ile p . rloy c Fo ha ent retv ry )ing s sh -a thr nd a a e re r lie ole m d p it ea r e in r cd si e m nt e em ila v of ie prloy w b out ing re ok rlook on e su brudg s pp cha le etm fut s ( nge eur nt 47 /r e a e l he p b eee vrne a c alua e ltfit nt h b ts spe )e , efollow pne rending fit fes w re re dd : ab s a b p yot r c ov h e onc re ide qxpe uir errs ns ec a m t nnu ed aebnt out b a udg lly for ha , w inc evthil ing s t lus eo ion in su 36 ris ff e p ic e in t ie rtc he nethe nt d ane taxt to 0% colleagues. Those with seven or more years of experience were significantly more likely to have sold group benefits in 10% 20% When ask 10% ed to select the reasons a client would consider offering a voluntary benefit, brokers indicated employee im prove their understanding of their health insurance. Unsurprisingly, supplemental health benefits had a lot of room to 10% Carriers ha • veBr a 10% o role kers in supp say em ortp ing loy ber roka ed rs oin ptibo en tt of er ser vov lu in n gtar em yp ben loyeefits r client iss a dr nd iven the prim ir ema ploy rily e by es, a em s w pe lo ll y aee d s sup em por atn ing d The lump-sum payment may be used by patients for any purpose, whether to pay for out-of-pocket expenses they y sa de em a m rp onst o le r, ttw rhe ao te (b Fi v ra ok glue ur er e s ( 7 37 r) e. p p A re e br sen ou cetnt t e si )d x in . I w n cont ould 10 b not rra ok st e b , re for s (6 consi su 1 p pd p ee le rrce m ed nt e su nt ) a a pnt l he ple icm ipa alt eh p nt tea drl he od the uc a irlt tc h sp s, b lient re ok s’ cia ebr lis udg s m ts, a e ost ts w s 92 p ofill te inc n p erc roint e ea nt se eindic d , m to ir atrthe o erd e d tha by t Fi reg vur iew e 5, eve Grry ou tw p o I ns tour thr anc eee yPera od rsuc , atnd s Sold 20 p W er itchin ent tr he ev ie Law s tu 1 p2 Mo on clie ntnt hs r................................ equest. ......................................... 9 the past y“ eA adm r tha inin th strati ose on w and ith fe usw er ex er tha perie n se nc ve e c n an v yearary s of due expe to a rienc lae c. k of c Spec onne ifically cti, v85 ity .”p ercent of experienced brokers 0% 10% demand, expectations for talent management, and affordability as the top responses (Figure 2). Demonstrating the increase e0% mploy A De ee nt aunde l Plan Pro rst via dnding es Afford : a62 ble p A e Dr ec ne tant l Pl afor n Pro a vc idc eide s Afnt ford ins ableur a A nc Den et, al 66 Pla np Ea er se cs eEm nt pfor loye ehospitA al ind Dent2% ae l Pl m an nit Cay n, Sa and ve 70 percent 0% and talent expectations. Brokers believed the core reasons employers offer voluntary benefits are employers directly. However, when asked how to help in a multiple-choice prompt, responses were evenly distributed incur during their treatment, to pay for travel to specialists, or to cover lost income resulting from time out of work. 1% The way benefits enrollment is conducted can contribute to employees' understanding of and satisfaction with benefits. im t B ahe n e rok pse or v ee r tb a s n slight e nc rne ee pfit o of rs a tly e the d chighe chow oun bene t rte he sh fit d y a for t o rm e e le onit of m ss p e or loy m tha p d eloy n 30 p e ent s (4 ea rs (6 l, 6 p e vr is 7 p c eion, e rc nt e e nt rof a ce ) nd nt ta he nd )su ir tha p aa p d nnu tle m e m ini xpe a est l r ntc re a t aed v l he te ivnue e ta he c ltom .h b ir b pe udg le ne xifit e ty ts offe s t (4o 6 p inc re ings o rre ce ant sev ). e a A rs t rtound im he e t( op one Fig is ur -su te hir e 20 s, w d )of . ith Coverage That Allows Employees Concerns About Paying for Employees Hundreds of Dollars in Coverage That Allows Employees In addition, nearly nin Provi ed in 10 ing Bett e(r88 pe En rc he ant nci) n gb threok Em ep rls a oyee greed O fft eha ringt Em “he plolping yers em Alig p nloy ing te hr es id Benee fint ts Mo ifyre and Expa ad ndd inrge tss he Rg aa ng pes in c of ore sold dental, 83 0% percent sold vision, 58 percent sold critical illness, 64 percent sold accident, and 44 percent sold Figure 6, Expect 0% ations for Changes to Group Benefits Sales ...................................................................................... 9 large role brokers feel employees play in advocating for the benefits they want, the top reason for offering voluntary for critical illness. These gaps underscore the need for enhanced education and clearer communication, both for core across various em toim T paloy p ke rov C eae e re m d ofe e Tm nt hea is r nd, O(w Fi n g t Da ur elnee ta nt l31 ne t). o T e I ad m ke s, a p Cr aov re nd oe f m a Th ff e eor int r Fd s in c am ab ily’ ili s ta yr. rie Thi Ur n es a su xpeplign cp teor d P ed tro for ce w d uit e re h m s b Lp ike rloy oke er rs s’ w be rO oa rue t-o de fe -P vre o v cnly ke ie t w Cd o is t stha stribut t dee nt da , l, with Brokers were present Educa etd io nw al it To h a ols folis r t of En seve rollmen cr nt Exit pe e rireia nce to he Implro p vd ede C te om rm muine nica tt iohe n ir Cl op se rle y fe Wir thr e Cd ore p Me rov dica ide l rs (Fi Pl g aur n O e p t1 io8 ns). Competitive An Accident Insuran Tce arg P elta en d Educa An ti o An cc fo id r ent Insurance Plan Is a An Accident Insurance Plan Eases An Accident Insurance Plan Saves Approximately half of Pro bp rri ok etae ry rs Tosa ols id or the Ext ir e rn ca lie l Be nt ns a chmr ae rki n egnrolli Cng arriee r-Pro mp viloy dedees in b Industre y ne Asso fit cis t atiohr ns oug or Oh o ther n (p-le si at se e sp one ecify) -on-one b lim Fe ot eit h g debda r c oup bk udg frs e om etxpe s (4 em c1 p tped loy e no rece e Be s/ nt cha n e) em finge a tsp nd loy , la e ac rnd s w kN of oonly na ps e rom ft i the a O p rg loy sm a top ne ia za e ll m tfor ioe nng sinor ma Pro o git f moni e fey m s sifor e on nt ae lt Em or s (aw 41 ing plo p ye a e ny ( r75 rc I n e d dnt p e ust e c)r rr y c e a Pu e a lsnt se. b o li) ca a , tOv p iw op nhil s e e o a re ra r ing ll, th tO w tho e p- r e rt (p om hir p ler ad e s ine e s sa v a sp nt ili ecid ng ly ify. )tha e Thi xp t s is e the ct ayt ion used A Hospital Indemnity Insurance Plan Provides A Hospital Indemnity Insurance Plan Eases A Hospital Indemnity Insurance Plan Covers Health Dental Health Crowns, Root Canals, and Fillings benefits (e.g., health, disability, retirement) is now a standard expectation of my role as a benefits broker.” Consistent hospital indemnit Pro yvi . dOnly es Emp Fin a lo 57 n ye cia ep ls Pro ertc ee ctnt ion of le Gss oo de Vxpe alue r fo ie r nc All Em edp lb oye rok eR se eso rs Emp u rce sold ls oyeed C eont nce arn l, s 57 AbC op u otve e Pa rra c yi g e n ent g Emp sold loyev eis s ion, Hundre 4 d1 p s of e Do rc llae rs nt in sold Specific Clients or H be ospit nefitas l ind was “ emInit f th ye ins clie In ur tent ra nnc a’s e l Re e m se pa la p rch loy ns e oft es a en p sk Re a ed y po a for rts fix ite.d ” ca Ma sh te rib ale s ne andfit Tra w inihe ng n a Pro fw esor siok na el rN o etr w oc rks overed family member is admitted benefits and espe Flec xiia bllly e P B ro efor n vi ed fie ts m rsf/o C or r aE rri e m e p c rs lo om yeep o s r le to M x o U em se b*r e rl e Ass ss E o m cfa ia ptlm o ioye nili se a CO r o rg nv ce aolunt n rn iza s tA io ba n os r uy t(P P E b aO yi es nne )g fo fit r C s O o.n s ltis ne R Te hso ouu sa rcn ed ss of Dollars in Unexpected Hospital vision, and supplemental products complement core coverage and fill meaningful gaps. Fi a b gout ure one 7, E in xpe tw cto atb ions roke for rs a Cghra enge eing in C that lie ent acs’ h list Emp ed loy op ee p o Bre tuni nefit tys B would udge he t ................................ lp employers. The top ................................ ways carriers could .. 10 pricing (73 percent), customer service (68 percent), breadth of coverage options (66 percent), and brand reputation meetings, online W self hen U -ser nexpv eic ctee d, Aor cci d Iv n edir nu tt s sua triesl g , 49% roup meetings (Figuref o2 r 2 C). ost s Associated With Injuries, Unexpected Health Care Costs c p w onsi ra ov s ide csont ternt /c inu aw re rit ie dh rg tupd r he ow 20 a th in te 25 s a B end m ene pp loy fit ers in Foc e iod e ic be rne ev ufit ie s s inv w Em s w pe lo itst h cl ym ere ie Sur nt nt o s vv efor e yr, tw m he hic onit ne h found or xting. one ctonc o tw eo rns ye a ab rs. out employee disinterest, (e.g., EBRI, NAHU, Associated With Hospital Stays Expenses with this statement, seven in 10 said dental, vision, and supplemental health benefits complement the core benefits critical illness, 49 percent sold accident, and 13 percent sold hospital indemnity. The largest gap was in hospital to a hospital. Usually paO id ccu in r a lump sum or as a daily benefit, the pur Like p ose Hosp iof tal St hospit ays al indemnity insurance is, like SHRM) support employers were enhancing enrollment tools and communication materials, communicating the value ( 64 percent) were cited as the top criteria for preferred providers. program complexity, and employer costs were the top-cited challenges employers faced or anticipated in offering Figure 8, Level of Agreement With Dental Insurance Value Statements: Broker vs. Employer .................................... 10 package of health, disability, and retirement (Figure 4). In addition, when asked how they view the role of dental, inde mnity, with a 31 percentage point difference between more experienced and less experienced brokers. e e e e e e e e e e e e e e e e e e e e e e e e eb b b b b b b b b b b b b b b b b b b b b b b b br r r r r r r r r r r r r r r r r r r r r r r r ri. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i. i.o o o o o o o o o o o o o o o o o o o o o o o o or r r r r r r r r r r r r r r r r r r r r r r r rg g g g g g g g g g g g g g g g g g g g g g g g g IIIIIIIIIIIIIIIIIIIIIIIIIs s s s s s s s s s s s s s s s s s s s s s s s ss s s s s s s s s s s s s s s s s s s s s s s s su u u u u u u u u u u u u u u u u u u u u u u u ue e e e e e e e e e e e e e e e e e e e e e e e e B B B B B B B B B B B B B B B B B B B B B B B B Br r r r r r r r r r r r r r r r r r r r r r r r rief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief ief A r• • • • • • • • • • • • • • • • • • • • • • • • • eMar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar searc c c c c c c c c c c c c c c c c c c c c c c c c ch h h h h h h h h h h h h h h h h h h h h h h h h h 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 re 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4,,,,,,,,,,,,,,,,,,,,,,,,,p o 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2r 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0t2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 f6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 ro • • • • • • • • • • • • • • • • • • • • • • • • •m N N N N N N N N N N N N N N N N N N N N N N N N N to o o o o o o o o o o o o o o o o o o o o o o o o h.........................e 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 E 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5B 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 RI Education and R esearch Fund © 2026 Employee Benefit Research Institute 11 20 24 25 18 12 21 19 15 14 22 23 13 10 16 26 17 5 2 3 6 8 4 9 7

Volume 654

Pages 26

EBRI Issue Brief

March 24, 2026

Bridget Bearden

Jake Spiegel

Kelsey Bradbury

Diana Crookston

Financial Wellbeing Retirement