Why Private Plans Aren't Widely Available or Marketed
You've probably never seen an ad for private health insurance. That's by design. Here's why these plans fly under the radar—and why that might be changing.
If private health insurance offers such great value for healthy people, why haven't you heard of it? The answer lies in a combination of regulatory complexity, broker economics, and deliberate market positioning.
The Regulatory Maze
Private health plans operate under different rules than ACA plans. They can underwrite based on health status, which means they can decline applicants or exclude conditions. This creates compliance complexity that many large insurers prefer to avoid.
Broker Economics
Most insurance agents make more money selling ACA plans. The commission structures favor marketplace plans, and the guaranteed-issue nature means easier sales. Why spend time explaining underwriting when you can just enroll anyone?
The Knowledge Gap
Many consumers simply don't know alternatives exist. The ACA marketplace dominates the conversation, and private options require more education to understand. This creates an information asymmetry that benefits the status quo.
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