Group life and voluntary benefits are experiencing strong growth, especially in term life, short-term disability, dental, and supplemental health products. Insurers are expanding offerings to include caregiving, fertility, financial wellness, and virtual health services. Analytics and AI, including generative AI, are widely used for product development, fraud detection, personalization, and customer service. Despite the lack of unified data standards, API strategies and digital partnerships are becoming key differentiators. Carriers are also deepening ties with benefits administration platforms to enhance customer experience and maintain competitive positioning.

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