Last year proved the power of stability and trust in a turbulent market. Discover how brokers like you delivered consistent value and how those lessons can shape your 2026 strategy.
Throughout 2025, we have witnessed a health-insurance marketplace in flux. For brokers, this past year reaffirmed the critical role you play in helping customers navigate change and safeguard their coverage. Let’s take a look at how your expertise made a difference.
First, the Medicare Supplement insurance and other Supplemental Health & Life products markets continued to deliver what customers value most: peace of mind and financial protection. According to AHIP’s State of Medicare Supplement Coverage report, over 14 million Americans rely on Medicare Supplement coverage, and those who have it face significantly less risk of medical debt compared to those without it.1
Second, as medical cost inflation and provider utilization trends intensified, demand for supplemental health coverage, such as Choice Hospital Indemnity, Choice Accident, and Cancer Treatment, rose. These products helped close coverage gaps and gave customers added financial protection beyond what traditional medical plans offered.
Third, your work as brokers meant that coverage was not just provided, it was trusted. You educated, advised, and guided. That trust you’ve built with your customers is your competitive differentiator.
Fourth, stability in the face of turbulence became a clear differentiator. While many customers felt uncertainty, supplemental plans stood out for offering predictable maximum out-of-pocket risk and coverage benefits.
Heading into 2026, this foundation matters more than ever. As cost pressures rise, enrollment dynamics shift, and consumer expectations evolve, customers will turn to those they trust, their brokers! Thank you for your partnership.