Eastbridge research shows supplemental health products driving voluntary benefits sales growth

Critical illness, hospital indemnity products led industry growth in 2024

AVON, Conn., June 17, 2025 /PRNewswire/ -- Supplemental health products produced industry-leading sales last year, significantly surpassing the voluntary/worksite market's average growth of 2%, according to Eastbridge Consulting Group's recent "U.S. Voluntary/Worksite Sales Report."

The report shows critical illness product sales grew 13% over the previous year, followed by hospital indemnity/supplemental medical products with a 7% increase. Other supplemental health products also matched or exceeded the industry's average growth: Cancer sales were up 3% and accident sales increased 2%. The more traditional voluntary lines of life and disability coverage remained relatively stable or decreased slightly.

"These sales trends may indicate employees are meeting their basic core needs with their employer-provided coverage, and are looking at supplemental health products more for protection against unexpected medical costs," said Danielle Lehman, Eastbridge senior consultant.

Total sales across all voluntary lines rose for the fourth straight year in 2024, while in-force premium grew at a significantly stronger 4.5% rate.

Eastbridge's "U.S. Voluntary/Worksite Sales Report" provides the industry's most comprehensive, reliable and current source of data available on voluntary/worksite sales and in-force premium. The new report includes data from 2000 through 2024 from 61 companies, primarily on group and individual life and health products.

Other key findings in the report include:

• Term life insurance continues to hold the highest share of voluntary sales overall, with sales up slightly by 1%. Long-term disability sales decreased for the second straight year.
  
  
• Group voluntary products continue to dominate the market, accounting for 78% of all voluntary sales in 2024. Group sales increased 3% over 2023, while individual sales fell 1%.

All participants in the study for the "U.S. Voluntary/Worksite Sales Report" receive a free copy of the complete findings, including company-specific results. Carriers interested in participating in next year's study can contact Eastbridge at [email protected].

About Eastbridge Consulting Group
Eastbridge Consulting Group, part of NMG Consulting, specializes in research, consulting and insights for companies in the voluntary/worksite benefits market in the United States and Canada. Follow Eastbridge on LinkedIn at https://www.linkedin.com/company/eastbridge-consulting-group. NMG is a consulting firm providing strategic insights and analytics across insurance, wealth management and asset management. It operates internationally offering expertise in business strategy, performance benchmarking and distribution strategies.

CONTACT: Ginger Bates
EMAIL: [email protected]

SOURCE Eastbridge Consulting Group