The voluntary benefits marketplace is evolving, and one product that is quickly moving back into the spotlight is worksite long-term care insurance (LTCI). With employees facing increasing caregiving responsibilities, rising long-term care costs, and growing awareness of state-sponsored long-term care initiatives, employers are looking for meaningful benefits that help protect both their workforce and their bottom line.
For agents and advisors, this creates a significant opportunity to introduce a benefit that many employer groups have never fully explored. Are you prepared to have the conversation?
Why Employers Are Paying Attention
Today’s workforce is balancing careers while caring for aging parents, spouses, and other loved ones. Caregiving responsibilities often lead to:
- Lost productivity
- Increased absenteeism
- Higher employee stress and burnout
- Earlier-than-planned retirements
Offering LTCI demonstrates that an employer recognizes these challenges and is committed to supporting employees beyond traditional medical and retirement benefits.
At the same time, Washington state has introduced and additional states are exploring long-term care payroll tax programs. While these programs vary, they have increased awareness among employers about the importance of helping employees prepare for future care expenses.
Understanding Today’s Worksite Options
Modern worksite LTCI programs offer considerably more flexibility than many agents realize. Depending on the employer’s goals and employee demographics, available designs may include:
- Entry-level plans for broad employee participation
- More comprehensive benefit designs
- Inflation protection options
- Voluntary employee-paid programs
- Employer-sponsored contributions
- Coverage opportunities for spouses and eligible family members
Having multiple plan designs allows employers to select an approach that aligns with both their budget and their workforce.
Underwriting Has Become More Flexible
One of the biggest misconceptions surrounding worksite LTCI is that every employee must complete extensive medical underwriting. Depending on carrier guidelines, employer size, and participation levels, many programs offer simplified underwriting or guaranteed issue opportunities that can significantly increase participation. Spousal eligibility may also be available, allowing families to strengthen their overall extended care planning.
Understanding these underwriting opportunities can make the difference between presenting a program confidently and assuming it’s too difficult to implement.
Real Numbers Matter
One of the most effective ways to engage employers is by demonstrating actual value. Showing realistic premium examples alongside benefit illustrations helps employers understand that long-term care coverage can often be more affordable than they expect. More importantly, employees gain access to a predictable source of benefits that can help offset the financial impact of future care expenses while reducing potential pressure on retirement assets and family caregivers.
Read More: The Real Value of Long-Term Care Insurance for Today’s Clients
You Don’t Have to Do It Alone
Many advisors are interested in worksite opportunities but hesitate because they haven’t worked with employer groups before. That’s where Krause can help. Our team provides support throughout the entire process, including:
- Employer education
- Case design
- Carrier selection
- Quoting assistance
- Enrollment support
- Underwriting guidance
- Agent training
- Ongoing service after the sale
Whether you want to build a worksite practice yourself or simply need assistance on your first opportunity, we’re here to help you confidently serve your clients.
Join Our Upcoming Webinar
Join us on August 19 as we discuss what’s working in today’s worksite market and provide practical strategies you can immediately apply with employer groups. During this webinar, we’ll cover:
- Why employers are increasingly offering long-term care insurance
- Current plan design options available in the marketplace
- Guaranteed issue opportunities, underwriting, and spousal eligibility
- Real-world pricing examples and case studies
- The sales process and the resources available to Krause’s contracted agents
Whether you’re brand new to worksite LTCI or looking to expand your voluntary benefits offerings, you’ll leave with practical ideas, updated market insights, and a proven framework for discussing long-term care insurance with employer clients.
The opportunity is growing. Make sure you’re ready when employers start asking the questions.