As U.S. companies increasingly try to cut costs by moving away from employer-funded benefits plans, many are turning to so-called “voluntary” programs which are sponsored by or offered through the employer but are funded by the employees themselves.

The trend offers opportunities to carriers who sell those plans, but also to the financial advisors and insurance agents who are able to market them to companies and their employees, according to a new study by LIMRA, a global research, consulting and professional development organization serving the insurance and financial services industry.

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