Market Overview

New Eastbridge Report Discovers Where Not to Position Voluntary Distributors!


Voluntary companies wrestle with where to place sales offices, sales people, and wholesalers. While most executives know roughly where industry sales are stronger and weaker, and they know their own results, expansion is often a guessing game. To base their decision more on facts rather than what they “think” is right, these executives really need to know sales and inforce voluntary premium by state. And just as important, they need to look at these data in relation to the pool of potential buyers in each state. “A state with relatively low voluntary sales might be a great opportunity if there is a large prospect pool, but a small population of potential buyers may not justify investing in distribution resources,” explains Bonnie Brazzell, vice president at Eastbridge. A new report from Eastbridge, entitled US State ESI and EPI Data for 2010, fills in the missing information.

The report includes state-by state sales and inforce data and also provides two measures that relate these data to the number of employed Americans in each state. The ESI (Eastbridge Sales Index) and EPI (Eastbridge Premium Index) provide these measures of real sales coverage (ESI) and penetration (EPI) on a state level. Gil Lowerre, president at Eastbridge, added “The ESI and EPI change the way you look at coverage, penetration, and therefore, the opportunity for voluntary expansion.”

This new annual report will be important for all companies working to plan their distribution needs as well as the plans for expansion. It is an adjunct to Eastbridge's annual U.S. Worksite Sales Report© and includes sales and inforce data by state, as reported by the survey participants. The ESI and EPI figures will be published annually and used in other contexts. Eastbridge also plans to track the two indexes over time, by state, to watch how the voluntary business evolves within different states and regions.

The report is free but available only to survey participants. For more information on becoming a participant in the 2011 survey, contact the company at or call (860) 676-9633.

Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.

Eastbridge Consulting Group, Inc.
Jennifer Davis, 860-676-9633

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