A broker asked me not too long ago how I would select avoluntary carrier. Since the broker knows I love products and newproduct ideas, it seemed she expected me to give a product-relatedanswer. But the discussion went in a different direction.

“A fisherman is more than the lines he casts.” The image thatcame to mind when asked to describe how to select a voluntarybenefit carrier is that of a fisherman casting a line into thewater. Anyone can put a worm at the end of a hook and toss it intothe water, hoping for a bite. A true fisherman understands theprocess—what bait or lure is best for a given type of fish, wherefish are likely to be, the best time of day to fish and the effectof weather.

In short, a truly good fisherman has mastered the process, witha level of knowledge much deeper than those who just toss a baitedhook into the water.

Carriers should be viewed the same way. Those of us who say weserve the voluntary market all have the bait and hooks: ourvoluntary products and the systems that support them. But just asthe process of fishing is much more than tossing a hook into thewater, the process of voluntary benefit support is much more than aseries of products and systems.

So while it's important that the carrier have decent, marketableproducts and services, you should look for more. You should look tothem for mastery of the process supporting voluntary. You cannotseparate products from processes and the people that support them.There are a few things to hone in on when evaluating prospectivevoluntary carriers.

First things first: Does the carrier get things right the firsttime? Consider that question across the process. The voluntaryprocess starts with enrollment.

Then look at the carrier's consistency, accuracy and promptnessacross the entire process. Underwriting, evidence of insurability,implementation, issue of plan documents, billing (including set-upand change management), service, renewals and, of course, claims,are all areas to consider. Look for a carrier that resolves anyquestions quickly and without leaving important, but unasked,questions on the table. Evaluate carriers through metrics theyprovide, but also through references from brokers. References fromexperienced brokers are often your best guide.

Finally, in asking brokers why they represent their favoritecarrier, you will find it's rarely because they have the lowestprices, highest commissions or most lax underwriting. No, it'sbased on their trust of the carrier, which has been earned byperformance … by demonstrating a level of skill and expertise thatsets them apart.