Latest Eastbridge report examines market potential for voluntary sales

Large percentage of employees in many highly populated states lack voluntary coverage

AVON, Conn., July 22, 2025 /PRNewswire/ -- Large states already generating high voluntary benefits sales may still offer strong market opportunities, according to Eastbridge Consulting Group's new "U.S. State ESI and EPI Data for 2024"report. The report shows many states producing some of the country's highest sales and in-force premium are still relatively under-penetrated due to the large number of workers in those states.

"Some of the largest, most highly populated states can still offer some of the greatest potential to voluntary carriers," said Danielle Lehman, Eastbridge senior consultant. "For example, California and New York were in the top five in the country in new sales premium last year, but still rank relatively low compared to the number of people employed in those states."

The "U.S. State ESI and EPI Data for 2024"report uses state-by-state data on sales and in-force premium reported by voluntary carriers that participate in Eastbridge's survey for its annual "U.S. Voluntary/Worksite Sales Report." The latest version includes state sales data for 42 carriers representing 88% of all voluntary sales last year, and two indexes:

• Eastbridge Sales Index (ESI) — A state-by-state measure of sales coverage that offers a useful picture of relative sales penetration in contrast to raw sales numbers.
• Eastbridge Premium Index (EPI) — An overall penetration measure based on in-force premium per employed person by state.

The report also includes data by product and employer size. Carriers can use this information to compare their own sales and in-force results to the industry and help identify potential opportunities for growth.

The "U.S. State ESI and EPI Data for 2024"report is offered at no charge to all companies that provide annual results by state. All carriers involved in the voluntary/worksite industry are eligible to participate. More information is available on Eastbridge's website or by contacting 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