The holiday season used to begin when Santa Claus rode down 34th Street, waving in front of Macy’s during the Thanksgiving Day parade. But now anyone who celebrates Christmas, Hannukah, Kwanzaa or even New Year’s Eve knows the “holiday” season starts with pumpkin spice and apple pie, not sleigh bells.
Things get busy – and for parents or people caring for older family members, it can be even more stressful. In the insurance industry, we have our own pressures as soon as October 1 hits. State-mandated benefits including DBL in NY and TDB in New Jersey are eligible for renewals, leading to a swarm of administrative work beginning October 1 through October 10 and running through the end of the year.
For brokers, your renewals are the bread-and-butter of your business. Those nickels, dimes, and quarters add up to dollars. And the product is a benefit that every business owner in New York, New Jersey (and now a growing list of additional states, including Connecticut and Massachusetts) must carry for themselves and their employees. So it’s just a matter of providing the best rates and stellar service to keep that business on your books year after year.
So here’s the question: Why must all Statutory and Ancillary Employee Benefits have a Jan 1st effective date?
The answer….They Don’t!
You probably have many customers who are stuck in the renewal phase of October 1 or January 1 for temporary disability insurance. But as you onboard new customers, encourage them to set their renewals for a different quarter. And remember, ancillary benefits, life insurance, and voluntary worksite benefits – such as critical illness insurance – can be written the first of any month.
By writing early renewals, or even shifting renewal dates to the spring, you can provide your clients with several advantages and save yourself time and stress. Let’s explore the benefits of locking in renewals early.
Help Your Customers with Cash Flow
Worker’s compensation, major medical benefits, and several other expenses all come due on the first of the year. If you’ve ever budgeted for your business – or even your household – you know that it’s best to spread expenses out across a month. Most people don’t want to have to pay their mortgage, car loan, utilities and credit card bills all on the same day of the month. That’s why credit card companies offer you the option to “choose your own monthly payment date.”
It’s the same thing for a small business. Your customers can spread out insurance expenses over the year by renewing the following ancillary benefits earlier in the year:
- Group Life/AD&D
- LTD
- STD
- Dental
- Vision
This can help them manage cash flow and also spread out their quarterly tax deductions to reduce their tax bill.
Give Yourself and Your Team Time to Relax
In any sales industry, leaders push hard at the end of the month to drive revenue. In the insurance industry, we push from October through January. But what would your life – and bottom line – look like if you pushed hard at the beginning of the year, instead?
You’d have more time to relax and breathe at the end of the month, knowing you’ve already achieved your sales goals and have money in your pocket.
If you spread renewals across all four quarters, especially when it comes to upsells like ancillary benefits, you’re not only reaching clients at a time when they aren’t facing other renewals for workers’ compensation and major medical, you’re giving yourself a head start on revenue for the year.
Early Renewals Let You Focus on Growing Your Business in the Fourth Quarter
Here at The DBL Center, 75% of our renewals for ancillary benefits come in the fourth quarter. We push hard to get our clients the best rates and maintain the highest levels of service. But if you take the time to line up recurring revenue from renewals in the spring, you’d have the second half of the year to focus on growing your business.
Maybe that means making operational changes for greater productivity. Or maybe it means initiating a large inbound marketing push to help drive leads to your website and grow your book of business. Maybe you can take that time to focus on business growth, instead of just keeping up with existing policies. And if you want to take a break to enjoy the holidays with your family? You’d have that opportunity, as well.
We’re already entering the busy season in the statutory disability and voluntary worksite benefits space. It’s time to start thinking about planning ahead for next year and how you can spread renewals across the four quarters for better cash flow, peace-of-mind, and business growth.
