Overview
The escalated ACA consumer total from 2024’s OEP may grow larger this year as new carrier participants hit the market, enhanced subsidies stay in effect, and federal spending remains in play for these individual market plans. This study examines the traditional OEP, the channels that best connect with consumers, how these individuals shopped for coverage, and how they chose to enroll for 2025.
Insights From the 2024 Report
What Drove IFP Growth
The current IFP market was likely unimaginable for many observers during the early IFP market years, which were defined by spiraling premiums and insurers running for the hills. For years, it seemed 2016’s high-water mark of 12.7 million on-exchange enrollees would remain indefinitely. But after IFP consumers (especially those who weren’t subsidy-eligible) adjusted to early premium hikes, the market began to stabilize. Expanded subsidies supercharged affordability, making IFP enrollment more attractive and driving a rush of new membership in the plan year 2022–2023 OEPs (see chart).
Watch a Segment of the 2025 Presentation
Explore Last Year’s Insights
2024 Individual and Family Plan Shopping and Switching Study Snapshot