Since the Affordable Care Act (ACA) launched in 2010, the individual marketplace has expanded into a profitable and worthwhile line of business for agents. For those who primarily focus on Medicare, adding ACA plans can bring unique advantages and opportunities to better serve clients.
Below are eight key reasons why offering marketplace coverage can be a smart move for agents.
Important note: It is against the law for an insurance agent to knowingly enroll anyone who is Medicare-eligible into an ACA marketplace plan.
Reason #1: Earn Monthly Commissions for Every Enrolled Member
Let’s get straight to the point—commissions matter. As an agent, you want to be sure the time you invest in marketing, client meetings, and enrollments is truly worthwhile.
With ACA plans, commissions are generally paid on a per-member, per-month basis. While renewal payments in the second year are often lower than first-year enrollments (similar to Medicare), the model still gives agents a valuable opportunity to build consistent, recurring income. When you enroll entire households, those monthly payments add up fast—turning one client interaction into multiple revenue streams.
Reason #2: Millions of Americans Qualify for Marketplace Coverage
The Affordable Care Act became even more accessible under the American Rescue Plan of 2021, which expanded eligibility for subsidies and lowered premium costs through enhanced tax credits. These savings were later extended through 2025 by the Inflation Reduction Act (IRA), allowing more individuals and families to benefit from affordable health insurance options.
It’s important to note, however, that these enhanced subsidies are currently set to expire, which could leave some consumers facing the full price of marketplace coverage. Ongoing legislative discussions may determine whether these benefits continue, so staying informed is key.
In 2025, 24.2 million Americans enrolled in ACA marketplace plans—a clear sign of both strong demand and a large pool of potential clients who could benefit from your guidance as their trusted agent.
Reason #3: Cover Clients’ Spouses and Families Who Aren’t Medicare Eligible
If you specialize in Medicare, you’ve likely run into situations where one spouse qualifies for Medicare while the other does not. This often leaves the younger spouse searching for separate coverage. By offering ACA plans, you can step in with a solution—ensuring the entire household remains protected under your guidance as their Agent of Record.
Beyond age differences, ACA plans also provide coverage for individuals who don’t have enough work credits to qualify for Medicare, as well as those over 65 who aren’t eligible for other reasons. Plus, younger dependents and children won’t qualify for Medicare, giving you yet another opportunity to make sure your clients’ families are fully covered—with you as their trusted agent.
Reason #4: Partner With Carriers You Already Know
Many of the carriers you trust in the Medicare space also offer ACA marketplace plans for clients under 65. Well-known names like Elevance Health, WellCare, and HealthSpring (formerly Cigna Healthcare)—along with many others nationwide—provide both Medicare and ACA products, giving you the chance to serve clients across different age groups and eligibility levels.
Working with carriers you’re already familiar with makes the transition smoother. You benefit from existing relationships, a streamlined contracting process, and in some cases, the same representatives supporting you on both the Medicare and ACA sides of your business.
Keep in mind: ACA contracts are usually separate from Medicare contracts, so you’ll need to complete a separate contracting process to sell marketplace plans.
Reason #5: Marketplace Certification Costs You Nothing
One of the best parts about selling ACA plans is that the required certification is completely free. Unlike AHIP, the Federally Facilitated Marketplace (FFM) training doesn’t come with a price tag—and many agents even find it simpler to complete. While some states may ask for additional training, FFM certification is the essential first step to begin selling ACA plans.
Another bonus: carrier-specific certifications aren’t required, unlike Medicare. That means the path to getting started is much quicker and easier. Once you complete the marketplace training, you can move forward with carrier contracts and start selling right away. The certification is administered by CMS, and the latest requirements can always be found on their official website.
Reminder: Some states may have their own additional certification rules.
Reason #6: Today’s ACA Clients Can Be Tomorrow’s Medicare Clients
Positioning yourself as a trusted advisor before clients age into Medicare is one of the smartest strategies you can adopt—especially with millions of Baby Boomers expected to transition into Medicare by 2030. Many individuals retire before turning 65 and need coverage during the gap years before Medicare and Social Security kick in. ACA plans help you meet that need, and as mentioned earlier, family members won’t all age into Medicare at the same time—giving you an opportunity to cover the entire household.
By helping clients now, you not only secure steady commissions, but also build loyalty that pays off when they’re ready to enroll in Medicare. Strong relationships make it far more likely that clients will stick with you long term, turn to you for future needs, and even refer friends or family your way. Selling ACA today means planting seeds for ongoing business tomorrow.
Reason #7: Extend Your Busy Season and Boost Your Sales
Every Medicare agent knows that the Annual Enrollment Period (AEP) runs from October 15 through December 7 each year. But when you also sell ACA plans, your selling season doesn’t have to stop there.
The ACA Open Enrollment Period (OEP) begins November 1 and usually continues until January 15—while some state-based marketplaces even accept enrollments through January 31. That means you can stretch your busiest time of year by nearly two extra months, giving you the chance to keep momentum going and maximize your earnings well into the new year.
Reason #8: A Diverse Portfolio Makes You a Stronger Agent
In today’s competitive insurance market, versatility is everything. By adding ACA plans to your portfolio, you unlock access to an entirely new pool of clients—spanning different ages, backgrounds, and regions. Expanding your offerings not only broadens your reach but also strengthens your ability to serve households with complete coverage solutions.
Health insurance is one of the clearest examples of why being a well-rounded agent pays off. The more options you can provide, the more valuable you become to your clients.
At Essential Care, we’re here to support you in identifying ACA opportunities that complement your existing business. Partner with us today and register for free to start building a portfolio designed for long-term success.
Grow Your Business with Essential Care
Partnering with a field marketing organization (FMO) like Essential Care gives you access to a full range of products—ACA, Medicare Advantage, Medicare Supplement, and Life insurance. Success in this industry often comes down to diversification, both in your contracts and in your client base, and Essential Care is dedicated to helping agents achieve it.
If you’re ready to strengthen your portfolio by adding ACA plans alongside your Medicare offerings, or if you’d like to learn more about how Essential Care can support your growth, reach out to our Sales Team today and take the next step toward expanding your business.
Not affiliated with or endorsed by Medicare or any government agency.
GET CONTRACTED WITH ESSENTIAL CARE INSURANCE AGENCY
For more information, please contact our office at (347) 971-3399 or send an email to rdashevskyy@essentialcare.info. Essential Care Insurance Agency provides Free Programs and Sales Tools for our Agents:
Please click on each link to learn more