State LTC mandates are the best prospecting trigger brokers have seen in years. Employers are asking questions — the brokers who show up with answers and a solution will win the account.
Key Takeaways
Lead With the Mandate
Use state LTC legislation as the conversation opener — it creates urgency without a cold pitch.
Hollowtree Is Your SME
You bring the relationship; Hollowtree brings the product knowledge, quoting, and employer briefings.
Guaranteed Issue Is the Differentiator
No medical underwriting means you can close groups other brokers cannot.
Multi-State Employers Are the Prize
Firms operating in WA + pending states have the highest urgency and the largest premium opportunity.
Frequently Asked Questions
Why should brokers lead with state LTC mandates when approaching employer clients?
State LTC mandates create immediate urgency for employers who need to understand compliance obligations. Brokers who lead with the mandate conversation position themselves as informed advisors rather than product pushers, and are seeing significantly higher meeting-to-quote conversion rates on group LTC.
What is guaranteed issue and why does it matter for group LTC sales?
Guaranteed issue means no medical underwriting is required for employees to enroll. This is a major differentiator because it allows brokers to close groups that other brokers cannot, including older workforces or groups with health conditions that would make individual LTC coverage difficult or impossible to obtain.
What role does Hollowtree play in the broker-employer relationship?
Hollowtree acts as the subject matter expert (SME) behind the broker. The broker maintains the client relationship while Hollowtree provides product knowledge, quoting support, and co-branded employer briefings that help brokers present LTC solutions professionally.
Which employer clients should brokers prioritize for group LTC conversations?
Multi-state employers operating in Washington plus states with pending legislation (California, New York, Connecticut, Minnesota) have the highest urgency and largest premium opportunity. Employers in a single mandate state are also strong prospects, especially around compliance deadlines.
How do brokers handle the objection that employers already comply with state LTC programs?
State programs provide limited benefits (e.g., $36,500 lifetime in Washington). Brokers can position private group LTC as a superior alternative that offers better coverage, portability across states, and potential opt-out from the state payroll tax, making it a cost-effective upgrade rather than a duplicate expense.
What is the first step for a broker who wants to start offering group LTC?
Request a co-branded employer briefing from Hollowtree for your top employer clients in mandate states, then schedule a 30-minute broker onboarding call to get quoting access. Adding group LTC to your next renewal conversation is a natural starting point.
Zero Lift for Your HR Team
Hollowtree handles 100% of the implementation so your team can stay focused on what matters.