Health insurance agents: let’s be real—the quiet season between enrollment periods isn't a time to kick back and relax; it's prime time to boost your earning potential. If you’re not already cross-selling dental, vision, and ancillary products, you're missing out on major revenue opportunities—and leaving your clients’ coverage gaps wide open.
In 2025, with healthcare costs skyrocketing and client expectations higher than ever, agents who diversify their offerings stand out and thrive. Cross-selling these supplemental insurance products is one of the smartest strategies you can implement right now, turning your "slow" summer months into your most productive yet.
Here’s the scoop on why—and how—you should cross-sell dental, vision, and ancillary insurance to supercharge your earnings and improve client retention.
Why Cross-Selling Ancillary Products Matters in 2025
What Exactly Are Ancillary Products?
Let’s keep it simple. Ancillary products are supplemental coverages that enhance traditional health insurance plans, addressing gaps that your clients' primary coverage leaves behind. They commonly include:
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Dental Insurance: Covers preventive care, cleanings, fillings, and even major procedures like crowns or orthodontics.
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Vision Insurance: Provides coverage for regular eye exams, prescription eyewear, contacts, and sometimes even LASIK.
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Hearing Insurance: Addresses hearing tests and hearing aids.
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Accident Insurance: Offers lump-sum payments to offset costs from accidental injuries.
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Critical Illness Insurance: Provides financial assistance if your client is diagnosed with severe illnesses, such as cancer or heart disease.
Market Demand for Ancillary Products is Soaring
According to recent industry projections, the demand for ancillary insurance products is surging, fueled by increasingly costly medical procedures and consumers becoming savvier about healthcare expenses. In fact, the ancillary insurance market is anticipated to see substantial growth through the end of this decade.
Benefits of Cross-Selling Dental, Vision, and Ancillary Insurance
More Revenue, Less Stress
Simply put, ancillary products mean extra commissions. By integrating these into your sales process, you create multiple revenue streams, stabilizing your income—even in traditionally slower periods.
Happier Clients, Stronger Relationships
Clients appreciate agents who cover all the bases. Offering comprehensive solutions builds deeper relationships, improving your retention rates. After all, happy clients don’t just stick around—they refer friends and family, too.
Stand Out in a Crowded Market
Everyone sells standard health insurance plans. Not everyone offers robust dental, vision, or critical illness coverage. Differentiate yourself by becoming the go-to agent for comprehensive care.
How to Successfully Cross-Sell Ancillary Products
Step 1: Identify the Right Opportunities
Each client interaction is an opportunity. Ask your clients directly about their dental, vision, and other coverage needs. Understand their lifestyle and health risks to identify specific ancillary products that would genuinely benefit them.
Step 2: Educate, Don’t Just Sell
Many clients aren’t aware of their primary insurance’s limitations. Be transparent and educate them about coverage gaps they may face. Explain clearly how adding dental, vision, or accident insurance enhances their protection and provides peace of mind.
Step 3: Bundle Up
Simplify the decision-making process for your clients by bundling products. Offer attractive packages combining health, dental, and vision insurance at a competitive rate. Clients appreciate the ease, and bundling typically leads to better conversion rates.
Step 4: Leverage Technology for Simplicity
Use a robust quoting and enrollment platform like Quotit that supports multiple product lines. Platforms that simplify plan comparisons and enrollments drastically improve the cross-selling process, making life easier for you and your clients.
Stay Compliant While Cross-Selling
Compliance should always be top of mind. When cross-selling, particularly to Medicare beneficiaries, ensure all your activities align with the latest regulatory guidelines from CMS. Proper compliance safeguards your reputation and protects your business from costly penalties.
Make This Summer Your Cross-Selling Season
Cross-selling dental, vision, and ancillary products is about working smarter, not harder. It’s about recognizing opportunities where others see downtime. In 2025, the agents who thrive are those who diversify, understand their clients deeply, and take proactive steps to address all their coverage needs.
Start cross-selling today—your clients and your bottom line will thank you.
