A new research report from the Employee Benefit Research Institute (EBRI) finds that benefits brokers expect growth across core and voluntary products in the year ahead, but say administrative complexity and gaps in education and communication continue to hinder broader employee adoption of voluntary offerings.
The report, “Expanding the Benefits Horizon: How Brokers View Voluntary Offerings,” found that more than three-quarters of brokers (77%) expect health insurance sales to increase in the next year. Many also forecast growth in group life insurance (64%) and supplemental health products (62%).
The findings underscore both the momentum behind voluntary benefits and the friction that can limit their impact. Brokers surveyed for the report pointed to administrative burdens, uneven understanding of supplemental offerings and the need for stronger employee education as key challenges affecting adoption.
The report is the second installment in the Benefits in Focus: Supplemental Health, Dental, and Vision Perspectives research series and is based on a survey of 170 brokers who support employer decision-making for voluntary benefits offerings, including supplemental health, dental and vision benefits.
The first report in the series, also conducted by EBRI in partnership with Lincoln Financial, found that employers increasingly view voluntary benefits as an important tool for improving employee satisfaction, recruiting, retention, performance and overall worker health. Earlier research showed that most organizations report positive results from their benefits programs, particularly in boosting morale and helping employees address financial pressures such as health care costs and everyday expenses, while also highlighting a gap between the needs employers recognize and the supplemental health protections many actually offer.
“The research report findings point to clear opportunities to reduce friction in enrollment and administration and to strengthen education so employers and employees can make more confident decisions about voluntary benefits,” said Bridget Bearden, director of membership growth and partnerships, EBRI.
Sharon Scanlon, senior vice president, Group Protection Product, Workplace Solutions Marketing and Customer Experience, Lincoln Financial, said brokers are optimistic but want more extensive support. “Brokers are on the front lines of helping employers shape benefits strategies, and this research shows where the system is working — and where it needs to work better. Overall, brokers indicated that they see demand for these products and expect growth, but they also want simpler administration, stronger data and reporting and flexible enrollment education and communication support,” said Scanlon.
Key findings in the report include:
• Growth expected across products. Brokers most often predict increased sales for health insurance (77%), group life (64%) and supplemental health (62%).
• Administrative complexity remains a key barrier. Nearly half of brokers cited administrative complexity as a core challenge when integrating supplemental health offerings into benefits packages.
• Education is a top lever to boost adoption. Nearly two-thirds of brokers (63%) said better educational tools for employees would improve the effectiveness and appeal of supplemental health benefits.
• Brokers and employers see morale differently. Employers were far more likely than brokers to cite improving morale and satisfaction as a key reason to offer benefits (85% vs. 48%).
• Understanding gaps persist for supplemental offerings. Only 33% of brokers said employers understand supplemental offerings “very well,” compared with higher perceived understanding of core benefits.
• “Fully meeting needs” is still a work in progress. Only 47% of brokers said the profession is fully meeting employers’ needs regarding supplemental health benefits (45% for dental/vision).
Why it matters
Voluntary benefits are a growing part of employer offerings, but brokers point to friction that can slow adoption — especially complexity in enrollment and administration and the need for clearer value communication. The findings suggest carriers, brokers and employers could improve adoption and the benefits experience by strengthening education, streamlining administration and providing more actionable data and tools.
News From The Employee Benefit Research Institute • Education is a top lever to boost adoption. Nearly two-th irds of brokers (63%) said better educational tools for emp Newlo Sy u ee rvs ey w :o B u e ld n e imp fits rB or vok e te hre s e Eff xp ectiv ect en Vol ess un t an ard y a Bp ep nea efits l of su Sale ps pt lem o Ren ise, tal bh uea t Slt ah y C bompl enefit e s. x ity and Education Gaps Still Slow Adoption • Brokers and employers see morale differently. Employers were far more likely than brokers to cite improving mo EBR rale I-Lin an cd oln sa Fin tisfa acti ncial on ra es sear a ke cy r h h ea igh so lig n h tt o s off nee er d b fe on r e simp fits (85% vs. ler admin 4is 8%) tra.ti on, stronger enrollment support and clearer communication • Understanding gaps persist for supplemental offerings. Only 33% of brokers said employers understand su FOR pp IM leme MED ntal IA TE off er RELE ings “ ASE v: er M y w arc ell, h 24 ” c,om 20p 26 ar ed with higher perceived understanding of core benefits. For more information: Ron Dresner, dresner@ebri.org • “Fully meeting needs” is still a work in progress. Only 47% of brokers said the profession is fully meeting employers’ (W nee ash ds in reg gtar on d, in Dg .C su .) p –p A lem neen w r tal ese har eaclt hh r e bp en or etfit frs om (45 t% he for Emp den lot yal ee /vis Ben ion e). fit Research Institute (EBRI) finds that benefits brokers expect growth across core and voluntary products in the year ahead, but say administrative complexity and g W ap hy s in it m ed au tt ce ar ti so n and communication continue to hinder broader employee adoption of voluntary offerings. 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The report is the second installment in the Benefits in Focus: Supplemental Health, Dental, and Vision Perspectives r Tese o re ar vie ch w seri a su es m an mar d is y o bf a t sed he n oe nw a r su ese rvar ey o ch fr 1 ep 70 or b t, rok vis er it s hw tth po s:/ su /w pp wor w.eb t emp ri.or log y/ er volun decisio taryb n-en mak efit ins. g for voluntary benefits offerings, including supplemental health, dental and vision benefits. About Lincoln Financial Th Line coln firs tFi rn ep an or cial t in h t elp he sser peo ies, ple also confid cone d n u tc ly ted plan by EB for RI th eir in p vis art io nn er o sh f a ip su wc it ch ess Lin fu cl oln fin an Fin ca ial nc fial, utufr ound t e. As o h fa D t ecemb employ eer r 3 s 1, in 20 c25 rea , sin app gly ro x vie ima wt ely volu 17 nt a millio ry ben n e cu fit st s om as er an s im tru psor t o ta un r tgu too idan l for ce im an p d r o sol vin ug tio em ns pacr loyoss ee sa fou tis r fc actio ore b nu , r sin ecru esses iting –, an ret n en uiti tion, es, p lif er e fin or sman uranc ce e, an grd oup over pr all ot ectio workn er , a hn ea d lt re hti . r Eeme arlier n tr es plan ea rser ch vic sho es. we As d tof D hat ecem most b or er g an 31iz , a 20 tion 25, s trh ee p or com t pp osi an ti y h ve ad res $3 ult 49 s f rom t bh illio eir n b e in n en efit ds -of pr-ogr perams, iod ap cc arti oun cu t larly balan in c es, boo ns e ti tn o gf mo rein rale sur a an nc d e. hH elea pin dg q u em art p er loed yee in s ad Rad dr n ess or, P fiA., nan Lin cial coln F pressu inan res cial su is cht h as e mar healt ke hti cn ar g e nc aos me ts fan or d Lin ev ce oln ryd N aa y e tio xn pal enC ses, orpw orh aile tion (N also Y hSE: igh ligh LNCti ) an ng d a it ga s p a ffili beta w tes. een F t or he mo nee red in s emp forma loti yon ers, r vis ecit ogn ize and t w hw e w su .Linc pplem olne Fin ntal anh cial.c ealth om pr .ot ections many actually offer. “ ATh bou e r t ese EBRI ar ch report findings point to clear opportunities to reduce friction in enrollment and administration and to s Th tre en Emp gthe lo ny e ee du B cen atie ofit n so Re emp searc lo hy In ers s tia tn ud te emp is a lo nonp yees rofi can t, in mak dee pen mor den e c t onfid and u en nb t iase decision d rese s ar ab co hu or t v golun aniza tary tionb t en hae tfit s,” p said rovid Brid es g te hte B m ea os rd t en au,t d hi o rrit ect aor tiv e ofan md ember objecsh tiv ip e gr inf o or wma th an tiod n p ab art ou ner t csh riti ip cs, al EBR issuI. es relating to employee benefit p rograms in the United States. The organization also coordinates activities for the Center for Research on Health Sh Ben ar e on fit s Sc In an no lon va,ti sen on, ior Fin vi an ce cial presi Wellb den etin , Gr g R ou ese p ar Prc ot hectio Centn er Pr aoduct nd Re, tiW reme orkp nla t S cecu e So rit luy R tion ese s M arark ch e Cti en ng ter an an d C du p srtoduces omer a v Exp arie er tien y of c e, lea Lin din col g in n d Fiu nsa tn ry su cial, rv said eys b dr u ok rin er g s ta hr e e yop eati r. F mis orti m c b or ue t in wan fortma mo tiron e e , x vtisit en siv ww e w su .eb ppri.or ort. g. “Br okers are on the front lin es of helping employers shape benefits strategies, and this research shows where the system is working — and where it needs to work better. Overall, brokers indicat# ed t h a t t # h ey see demand for these products and expect growth, but they also want simpler administration, stronger data and reporting and flexible enrollment education and commM un EDI icaA ti o NO n sT uE p :p Tor o t r, e ” view said Sc than e clo ompl n. ete research report, email Ron Dresner at dresner@ebri.org. Key findings in the report include: • Growth expected across products. Brokers most often predict increased sales for health insurance (77%), group life (64%) and supplemental health (62%). • Administrative complexity remains a key barrier. Nearly half of brokers cited administrative complexity as a core challenge when integrating supplemental health offerings into benefits packages.