2026 Individual and Family Plan Shopping and Switching Study

Overview

The ACA market heads into 2026 with more clarity than it did in 2025 when a new administration and agenda left many wondering what changes to expect. Although the market’s size may decrease coming out of the 2026 OEP, new rules may finally place the program on terra firma.

With greater stabilization on the horizon, our Individual and Family Plan Shopping and Switching Study can help you understand the decisions consumers and their agents made regarding coverage selection despite impacts to premium. The study explores how members fared with changes experienced in OEP, how they shopped for coverage, and the degree to which they turned to agents during this time of significant change.

What's Inside the Study

Looking Into Dynamics and Trends

Explore well-established IFP market dynamics and trends, including changes in availability of plans and affordability.

Was Access Satisfying?

Examine the varying degrees of satisfaction with access experienced by both legacy members and new members after a turbulent 2026 OEP.

Agent Assistance

To what degree do both new members as well as though who were confronted with high premium increases see the role of the agent as changing? Selling $0 plans was “easy.” What do consumers need when their price tag is meaningfully higher?

Insights From the 2025 Report

ACA Member Network Frustrations and Consumer Response

During the 2024 Open Enrollment Period, many ACA members were more dissatisfied with limited networks that excluded their preferred doctors or hospitals compared to previous years. About 25% reported difficulty getting timely appointments, and another 25% said they couldn’t find providers who accepted their insurance.

Today’s frustrated consumers will make themselves heard about access. For now, that appears to be by voting with the click of a mouse rather than at town halls and ballot boxes.