Open Enrollment is the busiest and most important season for health insurance brokers — and each year brings new challenges, client needs, and industry shifts. 

As we approach Open Enrollment for the 2025 plan year, health insurance brokers need to be prepared with the right tools, updated insights, and a partner that supports success from start to finish. 

In this article, we break down what to expect this year, including key ACA deadlines, emerging industry trends, and how BENADVANCE is helping brokers capitalize on every opportunity. 

Key Open Enrollment Dates for 2025 

For most states using the federal marketplace (HealthCare.gov): 

• Open Enrollment Start Date: November 1, 2024 

• Deadline for January 1 Coverage: December 15, 2024 

• Final Deadline: January 15, 2025 (for February 1 effective dates) 

Note: Some states operating their own exchanges (SBMs) may have slightly different dates. BENADVANCE keeps brokers informed of state-specific timelines throughout the season. 

Top Trends to Watch This Enrollment Season 

Understanding consumer behavior and policy changes is key to maximizing enrollments. Here are several trends that brokers should keep on their radar for 2025.  

1. Continued Demand for ACA Plans and Subsidies

Thanks to expanded subsidies under the Inflation Reduction Act, many individuals and families continue to qualify for low-cost or zero-premium plans. 

• Brokers should educate clients about income thresholds and subsidy eligibility. 

• There’s growing interest from self-employed workers, gig economy participants, and retirees under 65. 

Opportunity: Leverage BENADVANCE’s ACA quoting tools to show real-time subsidy estimates and plan comparisons.  

2. Increased Interest in Supplemental Coverage

With high-deductible health plans on the rise, consumers are seeking additional protection for out-of-pocket costs. 

Top supplemental products include: 

• Accident coverage 

• Critical illness 

• Hospital indemnity 

• Dental and vision plans 

Opportunity: Cross-sell these products during enrollment to boost client value and increase commission potential. 

3. Digital-First Expectations from Consumers

Clients expect convenience. Mobile-friendly platforms, online applications, and digital communication channels are no longer optional — they are essential. 

Opportunity: BENADVANCE provides an intuitive broker dashboard, ACA quoting engine, and mobile-compatible workflows so you can enroll clients from anywhere, fast. 

4. Growing Broker Competition

More agents are entering the market, and digital competitors are actively targeting ACA enrollees. Standing out requires both expertise and the right platform. 

Opportunity: Use BENADVANCE’s white-label marketing materials, training, and lead support to stand out in a crowded space. 

What Brokers Are Focused On This Year 

Brokers working with BENADVANCE are prioritizing: 

• Efficiency: Managing high volume without sacrificing quality 

• Retention: Re-engaging existing clients with new options and savings 

• Education: Helping clients understand benefits, networks, and subsidy shifts 

• Cross-selling: Offering more complete protection to increase revenue per client 

How BENADVANCE Supports Brokers During Open Enrollment 

Open Enrollment can be overwhelming — but with the right support, it becomes your biggest growth window. 

Here’s how BENADVANCE helps brokers succeed: 

• Pre-OE Training & Webinars: Stay ahead of changes and sharpen your skills 

• ACA Quoting & Enrollment Tools: Streamlined, accurate, and broker-friendly 

• Product Access: Health, dental, vision, supplemental, and more 

• Marketing Resources: Pre-designed client-facing materials and outreach tools 

• Dedicated Support: Real-time help during enrollment surges 

Brokers using BENADVANCE report increased efficiency, better close rates, and stronger client retention during Open Enrollment — year after year. 

Open Enrollment is your time to shine — and with the right preparation, tools, and partner, it can also be your most profitable season.
BENADVANCE is here to help brokers stay organized, stay informed, and stay ahead. 

Ready to make the most of Open Enrollment 2025?
Visit benadvance.com or contact us to access broker tools, plan options, and expert support today.