The evolution of primitive eusociality from non-social ancestors in organisms such as bees and wasps is often regarded as a major evolutionary transition. The division of labour between reproductives that specialize on egg production and workers that specialize on tasks such as foraging is the key feature defining eusociality and is why social insects are so successful ecologically. In taxa with morphological castes, individuals are often irreversibly specialized for particular roles when they reach adulthood. At the origin of sociality, however, such adaptations were absent, and we must consider why selection would favour individuals specializing when they are undifferentiated from the ancestral, non-social phenotype. Here, I focus on constraints based on life-history tradeoffs and plasticity that would be faced by ancestral females when specializing. These include limited efficiency of within-individual tradeoffs between reproductive and worker functions, imperfect matching of the productivities of social partners and lack of coordination. I also discuss the possibility that payoffs through specialization could be condition dependent. Eusocial taxa lacking morphological castes have traditionally been the testing grounds to understand the origin of eusociality, but significant adaptation has occurred since helping first evolved. Investigating role specialization at the origin of eusociality therefore requires utilizing non-social taxa.This article is part of the theme issue 'Division of labour as key driver of social evolution'.