An insurer has come out with a new strategy for selling long term care insurance through voluntary, employee-paid benefit programs.

Genworth Financial Inc., Richmond, Va., says its new Long Term Care Business Solutions worksite marketing program will offer multi-life LTC programs designed for employees with 3 to 500 employees.

The program features a 0-day elimination period for home care, Genworth says.

In addition to a 100% employee-paid Employee Advantage program, employers can choose a 100% Executive Series program, Genworth says.

In some states, Genworth says, the policies may be compatible with state programs that coordinate Medicaid nursing home benefits with private LTC insurance benefits in ways that help insureds who end up needing Medicaid assistance keep more of their assets.

The program offers access to a case management team, a simplified application process, a Web-based application process, and a new quoting tool, Genworth says.