ACA Marketplace: Consumers Willing to Switch Plans or Drop Coverage for Lower Premiums
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Affordable Care Act Marketplace Enrollees Weigh Options as Premiums Rise
A new survey reveals how enrollees might react to significant premium increases during the 2026 open enrollment period.
Key Findings of the KFF Survey
A recent survey by the Kaiser Family Foundation (KFF) indicates that a substantial portion of affordable Care Act (ACA) Marketplace enrollees are sensitive to premium costs and may alter their coverage if premiums were to double. The survey, conducted in the initial weeks of November 2025 as open enrollment began, provides insights into consumer behavior as they consider their health insurance options for 2026.
According to the KFF survey, approximately one-third (33%) of enrollees stated they would be “very likely” to seek a lower-premium Marketplace plan with higher deductibles and co-pays if their current premiums doubled. Furthermore, a quarter (25%) indicated they would be ”very likely” to forgo health insurance altogether next year. Kaiser Family Foundation
Open enrollment for Marketplace coverage commenced on november 1st and extends through January 15th in most states. However, consumers aiming for coverage effective January 1st must enroll by december 15th. The survey also found that the vast majority of enrollees (89%) anticipate making a decision regarding their coverage by the end of 2025, with many already having persistent their plans for the upcoming year. Kaiser Family Foundation