Customers are seeking stability and clarity. See how brokers can turn 2026’s Medicare Advantage changes into real growth opportunities.
The Medicare and supplemental health landscape is changing fast and that means new opportunities for brokers to engage customers looking for stability and clarity. Enrollment in Medicare Advantage (MA) is projected to decline in 2026, from about 34.9 million in 2025 to roughly 34 million, as major carriers like UnitedHealthcare, Humana, and Aetna scale back offerings.¹ That shift means more MA customers will be looking for alternatives with predictable costs, broader provider choice, and dependable coverage.
Medicare Supplement insurance products are well-positioned to meet those needs. Customers increasingly expect customized coverage, not one-size-fits-all plans. Medicare Supplement policies already provide stability and flexibility, and Supplemental Health & Life products can help tailor protection even further. Explore our Product Portfolio to see how these options can help you guide customers toward plans that fit their life stage, lifestyle, and budget.
Nearly 87% of brokers say this enrollment season will be more difficult than last, according to AgencyBloc’s 2026 Enrollment Season Survey.² Top concerns? 35% say clients worry about changing carrier plans, and 33% cite affordability.² This is where you can make a difference, by highlighting the stability and value of Medicare Supplement coverage as MA options tighten. At the same time, 31% of brokers report investing in automation and digital tools to work more efficiently this year.² Combining technology with personal guidance keeps the process smooth and strengthens client relationships.
We’re here to support you with training opportunities, sales tools, and our Broker Resource Site so you can adapt confidently as the market evolves. Change always brings challenges, but for proactive brokers, it also brings opportunity.