Eastbridge Consulting Group Inc. has published a report analyzing worksite marketing executives’ views on differences between voluntary group products and voluntary individual products.

The line between group and individual products appears to be blurring, according to Eastbridge, Avon, Conn.

Guaranteed issue offers, which were once far more common on the group side, are now becoming more common on the individual side, while sellers of group products, who once set high minimum participation rates, are lowering participation requirements to compete with sellers of individual products, Eastbridge researchers report.

Group voluntary carriers also are finding they must maintain records on individual plan participants, not simply on participating groups, the researchers report.