Enhancing Broker Engagement

A man fills out an insurance application.

Health insurance brokers can play a unique role in helping all forms of marketplaces reach out to uninsured households and assist residents with both new enrollments and renewals.

The Issue

Several marketplaces recently piloted an approach to leverage the resources of broker agencies that are interested in building their direct enrollment business under the Affordable Care Act (ACA). This brief serves as a “how-to” guide for states interested in partnering with select insurance brokers, which may produce sizable enrollment gains for their marketplaces.

Key Findings

  • Minnesota’s state-based marketplace (SBM) and Illinois’ partnership marketplace capitalized on the Lead Broker Agency approach by formally soliciting brokers willing to commit enrollment resources and advertising funds to joint marketing with the marketplace.

  • The Lead Broker Agency program affords marketplaces a cost-effective tool to partner with highly-motivated brokers, as evidenced by increased enrollment results.

  • States interested in implementing a Lead Broker Agency program should recognize that a six-month development and implementation process works best for a successful launch.


These marketplaces were so pleased with the initial results that they are already planning to expand the effort for the third open enrollment period (OEP3).

About the Grantee

The State Health Reform Assistance Network (State Network) is a Robert Wood Johnson Foundation program dedicated to providing technical assistance to states in order to maximize coverage expansions under the Affordable Care Act (ACA). Learn more at www.statenetwork.org