Most voluntary dental insurance providers have seen premium sales increase over the past year, according to Eastbridge Consulting Group’s latest Voluntary Dental Product Spotlight report. Some insurers even reported double-digit premium growth.
Dental insurance now accounts for more than 12% of all voluntary benefit sales and has seen steady annual sales growth over the past four years. Voluntary dental insurance sales peaked before the COVID-19 pandemic, the report notes. Today, more than two-thirds of U.S. employers offer dental coverage—whether voluntary, cost-sharing, or employer-paid.
“Flexibility and choice are critical to the success of any voluntary benefit, and this is especially true for dental coverage,” said Danielle Lehman, senior consultant at Eastbridge. “Insurers need to offer a variety of options in plan design, benefits, and network access.”
The Voluntary Dental Product Spotlight report provides a comprehensive overview of the current voluntary dental market based on data collected from insurers between February and April 2025. The report includes in-depth analysis of benefit structures, maximum coverage limits, coinsurance, deductibles, waiting periods, underwriting processes, enrollment strategies, commission models, product performance, and emerging trends.
Other highlights from the report include:
Leading insurers emphasize product differentiation through strong and extensive dental networks, high-quality customer service, and flexible plan options.
Key market trends include ongoing regulatory developments and the continued impact of inflation on benefit structures and pricing.
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