The shift in voluntary benefits sales: Why quoting platforms are a game-changer

The way ancillary and voluntary benefits are quoted and sold is changing, and it’s happening fast.

Gone are the days of relying solely on traditional distribution methods. Today’s brokers are leveraging third-party quoting platforms like PerfectQuote, Suvaun, MyHealthily, and others.

Why the shift matters

These platforms save brokers time, streamline the quoting process by allowing them to compare multiple carriers at once, and—most importantly—deliver greater value to their clients. It’s a win-win.

The opportunity for carriers

For carriers, this shift presents a massive opportunity.

Partnering with quoting platforms means getting your products in front of more brokers, which in turn means more business. These platforms aren’t just another distribution channel—they’re a key part of your strategy to grow market share.

Overcoming the hesitation: The real benefits

I know some carriers are hesitant.

The fear of losing control, being just another product on a spreadsheet, or dealing with integration challenges can hold them back. But based on what I’ve seen, the reality is far more positive.

These platforms can be your competitive edge. They increase visibility, boost efficiency, and put your products in front of more brokers. It’s about smart collaboration, not losing control.

Real-world impact: What I learned at Ideon

Here’s a perspective I bring from my time at Ideon, where I worked closely with carriers to integrate their products with quoting platforms. I’ve seen firsthand how testing a digital quoting strategy could deliver significant results. One large carrier I worked with went from no quotes on these platforms to thousands of group quotes each month in just two years. They embraced the opportunity, and it paid off.

The hard truth

Here’s the hard truth:

Whether you partner with these platforms or not, your products are already being compared side by side with your competitors. So why not ensure your products are seen by more brokers?

Targeting small group business

Plus, this is a great way to capture small group business. Brokers don’t have time to spend hours chasing down quotes for a 20-life group. These platforms make it easy for brokers to include your products in their proposals—efficiently and effortlessly.

The time to act is now

Now is the perfect time to get started.

The quoting platform ecosystem is expanding rapidly, and from what I’ve seen, getting up and running is easier than you might think. I’ve helped carriers get their products live on multiple platforms in just a few months. It’s a low-effort, high-reward move.

The future of voluntary benefits: Will you lead or follow?

The real question is:

Will you position your products as a digital leader by embracing quoting platforms now, or will you wait until the competition becomes even fiercer?