Overview
Our new Medicare Brokers and Their Clients study examines how the shifting sales and distribution landscape has changed brokers’ strategy for Medicare consultations, giving carriers a clearer picture of how to support the brokers who represent them.
Non-SNP disenrollment produced roughly 2.7 million termed members in 2026, and 2027 has exceeded that number at 2.8 million. Re-engaging and re-selling that volume of termed clients is time-consuming for agents, and the hours spent chasing already-serviced members can crowd out the prospecting and growth work that builds a book of business. That pressure, compounded by suppressed enrollment, reduced-commission plans, and a growing list of non-commissionable products, has agents looking to diversify their books into other health- and wealth-related lines rather than depending on Medicare alone.
What are the long-term impacts of this for distribution? How do seniors feel about the support they are receiving from their agent in this new world of Medicare sales? Our study provides these insights.
What's Inside the Study
- Agent and broker survey. Surveys verified agents and brokers on how benefit disruption has changed their sales tactics and what they expect from Medicare benefits and disruption in the years ahead.
- Enrollment caps. Measures agents’ awareness and understanding of enrollment caps and how the caps shape sales approaches.
- Non-commissionable status. Shows whether brokers are less inclined to recommend a carrier once it goes non-commissionable, and how they see these phase-outs affecting their clients.
- Carrier preference drivers. Identifies what drives agents’ carrier preferences, including incentives, non-commissionable status, and broker platforms.
- MA versus MedSupp. Reveals the circumstances that lead agents to lead with MA or MedSupp.
- Agent role. Shows how agents feel about offering more than enrollment services, including benefit activation, and whether they’d rather be a year-round health representative or a fall enrollment specialist.
- The senior view. Shows how seniors rate the services their agents provide, including what’s working and what isn’t. It also explores where they see enrollment assistance heading in a new world of agentic AI.
