Sellers of voluntary benefits programs may be getting about 28% of their business by taking over accounts from competitors.

Eastbridge Consulting Group Inc., Avon, Conn., has published that takeover business estimate in a U.S. Worksite Sales Report.

The firm has based the report on results from a survey of 62 worksite marketing carriers.

The participating carriers said takeover business accounted for 28.5% of 2008 new business annualized premium revenue.

The Eastbridge voluntary market takeover rate estimate has increased from 17% in 2007, but that apparent increase may be the result of better reporting of takeover transactions, the firm says.