2027 Medicare Age-In Study

Overview

Our 2026 study found that within the first 12 months of Medicare, 20% of recent MedSupp Age-Ins switched coverage. For MA, it was 33%.

With 4.1 million consumers turning 65 in 2027 and cost pressures pushing carriers to extend member lifetime value, carriers, agencies, and consultants need to know how to win Age-Ins and keep them. The 2027 Medicare Age-In Study shows how to build products and experiences that improve acquisition and reduce early-year retention risk.

What's Inside the Study

Our Age-In Study gives the Medicare industry a comprehensive view of Age-Ins: consumers new to Medicare and recent first-time enrollees. Their first entry into Medicare is a critical window for brands to build awareness and win membership. Done well, it sets the stage for long-term loyalty.

Product preferences. Shows which products Age-Ins prefer and why.
Shopping behavior. Shows how Age-Ins shop at different points in their transition to Medicare.
The full transition. Places the Medicare decision in context with related decisions about work, retirement, and Social Security.

What’s New

“Near Age-Ins.” Examines the beliefs and behaviors of consumers ages 60 to 63 as they relate to Medicare, including retirement plans and their understanding and perceptions of the program. A market assessment adds demographic shifts, rising online usage, and preventive care utilization.
Retirement aspirations and messaging. Shows what Age-Ins hope for in retirement and which messages resonate at each stage of the transition.
Health needs and expectations. Shows how they relate to coverage choices and, once enrolled, to utilization.
Solvency concerns. Examines growing fears about the long-term solvency of Social Security and Medicare, and how those fears shape product preference and financial planning among first-time enrollees.

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Explore Last Year’s Insights

2026 Medicare Age-In SIP

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Insights from the 2026 Report:

Retirement Plans Are Shifting, But Medicare Enrollment Remains Stable
Economic uncertainty and the expiration of enhanced ACA subsidies are pushing many consumers to delay retirement, with fewer planning to retire at age 64 and more targeting ages 67 or 70+. Despite these changes, Medicare enrollment intentions remain strong, with 70% of Age-Ins expecting to enroll in Part B at age 65.

Medicare Advantage Appeals Most to Higher-Need Consumers
Health status plays a significant role in coverage expectations. More than half of the highest healthcare utilizers expect to enroll in Medicare Advantage, compared with only about one-third of the lowest utilizers. Consumers with greater healthcare needs are especially attracted to benefits, affordability, and wellness-related offerings.

Watch a Segment of the 2026 Presentation

5-Minute Take: 2026 Medicare Age-In Study

To learn how you can access the presentation’s complete video, please visit our Deft on Demand page.

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