Individual and Family Plan Benefit Design Conjoint Study

Overview

The enhanced subsidies that drove ACA membership to 21.4 million are up in the air for 2026 and beyond. As a result, carriers and consultants need fresh insights into how consumers may react if those subsidies are extended — or reduced to pre-ARP levels.

Our 2025 Individual and Family Plan Benefit Design Conjoint Study illuminates what the market may look like and gauges consumer appetite for richer or leaner benefits, regardless of how rules and regulations may change.

What's Inside the Study

Trading Off Key Plan Elements

Now that $0 to $10 premium plans are the norm for 44% of marketplace enrollees, discover which trade-offs Individual and Family Plan (IFP) consumers are willing to make between key plan design elements (e.g., premiums, copays, deductibles).

Differing Preference for Varying Subsidies

See how IFP consumer preferences differ with varying levels of subsidies, and how two future subsidy changes (higher or lower) will impact preference.

Appealing to the Uninsured

Understand which plan designs appeal to the remaining uninsured (the same group who supercharged the ACA rolls last year) in today’s expanded subsidy environment.

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