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Online Health Insurance Marketplaces (Exchanges)

As Part of the establishment of the Patient Protection and Affordable Care Act (more commonly known as 'Health Law' or 'ObamaCare), state or federal health insurance marketplaces that allow health insurance shoppers to compare and purchase individual health plans online will become operational beginning in October 1 2013 and accepting sales for Jan 1 2014 effective dates.  These public insurance marketplaces will not be unlike several existing private marketplaces (such as from a user perspective.  However, heath insurers who participate with within these public online marketplaces will have to provide health plans that meet specific benefit related criteria and rules that private exchanges do not require.

Online Marketplace Types

Everyone across the country will have access to a public health insurance marketplace.  However, some states opted to create their own, some states deferred to the Federal Government to provide the online functionality to their residents, and some opted to partner with the Federal Government to deploy this service. 

As of May 1st 2013 The landscape of online health insurance marketplaces (for Individual Health Plans) was as follows:

  • 14 states + DC Have opted to create their own state based marketplace
  • 29 states opted for a federally-facilitated marketplace
  • 7 states are providing partnership marketplaces

(click to enlarge)

A list of Online Health Insurance Marketplaces are listed below:


State Federal Marketplace State Marketplace State/Federal Partnership Marketplace Name (if Applicable) Notes
Alaska X       Premera Blue Cross Blue Shield of Alaska & Moda Health Plan to Participate
Alabama X       Blue Cross Blue Shield of Alabama, UnitedHealthCare & Humana have applied to sell Qualified health plans in all or parts of the state.
Arizona x       7 health insurers have have are seeking approval from the state for participation including Aetna, Blue Cross Blue Shield of AZ, Cigna, Health Net, Humana, University of Arizona Health Plan, and Compass Cooperative Health.  UnitedHealthcare will not participate in 2014.
Arkansas     X Arkansas Health Connector 5 insurers intend to participate including: United Security Life & Health, Celtic Insurance Company, QualChoice of Arkansas, Arkansas Blue Cross Blue Cross Blue Shield, and a National Blue Cross Blue Shield Multi-State Plan.  The official site an be found here
California   x   Covered California 12 health insurers have applied for inclusion including: Anthem Blue Cross, Blue Shield of California, Kaiser Permanente, Alameda Alliance For Health, Chinese Community Health Plan, Contra Costa Health Services, Health Net, LA Care Health Plan, Molina Healthcare, Sharp Health Plan, Valley Health Plan,  and Western Health Advantage.  Official site can be found at
Colorado   x   Connect For Health Colorado 10 insurers plan to offer individual health plans in the marketplace including: All Savers Insurance Co., Cigna, Colorado Choice, Colorado Health Insurance Cooperative, Denver Health, HMO Colorado (Anthem), Humana, Kaiser Permanente, New Health Ventures and Rocky Mountain HMO. Official Site can be found at
Connecticut   x   Access Health CT Official site can be found at: three insurers: Anthem, UnitedHealthcare & HealthyCT plan to participate. Connecticut based Aetna has withdrawn their plans to participate. storefronts inspired by Apple also planned.
Delaware     x   3 health insurers submitted medical plans for exchange certification: Highmark Blue Cross Blue Shield of Delaware, Coventry Health & Life Insurance Co, and Coventry Healthcare of Delaware.  In addition Delta Dental, Dentegra, Dominion Insurance & Guardian Insurance have submitted stand alone dental plans.
DC   x   DC Health Link It appears as though Carefirst BCBS, Aetna & Kaiser Permanente will be the only carriers participating. Official site can be found at
Florida x       10 Florida health insurers plan to participate including Humana, Aetna, Blue Cross Blue Shield of Florida*, Cigna, Coventry, Florida Healthcare Plan*, Health Options Inc*, Molina Healthcare of Florida, Simply Healthcare Plans Inc., Sunshine State HealthPlan. * A Florida Blue Company
Georgia x       5 insurers plan to offer policies in marketplace for Georgia residents.  BCBS Georgia, Humana, Alliant, Kaiser Foundation Health Plan & Peach State.
Hawaii   x Hawaii Health Connector Only 2 health insurers will be providing plans on the Hawaii Health Connector Exchange.  Kaiser Permanente & Hawaii Medical Services Corporation. The official exchange site can be found at
Idaho x Your Health Idaho 5 insurers to offer plans to individuals in Idaho including: Altius, Blue Cross of Idaho, SelectHealth, PacificSource and BridgeSpan.  Blue Cross, PacificSource and SelectHealth will also offer plans for small businesses.  The official site can be found here
Illinois x   6 insurers have applied for inclusion: Blue Cross Blue Shield of Illinois, Land of Lincoln Health, Humana, Aetna, Coventry, and the insurance arm of Carle Foundation.
Indiana x   4 health insurers including Physicians Health Plan
Iowa x   UnitedHealthcare & Wellmark have been tight lipped about participation.  so far participants include, CoOportunity health, Avera Health, Coventry Healthcare, Gunderson Health Plan, Sanford Health, and Health Alliance Midwest. Only Coventry & CoOportunity Health Plan to offer individual plans statewide.
Kansas x       At least 3 health insurers will participate.  Blue Cross Blue Shield of Kansas, Blue Cross Blue Shield of Kansas City, and Coventry. 
Kentucky x Kynect Kentucky's HealthCare Connection
Louisiana x   5 Health Insurers plan to participate: Humana, Coventry, Blue Cross Blue Shield of Louisiana, Vantage, & Louisiana Health Cooperative
Massachusetts x Massachusetts Health Connector
Maryland x   Maryland Health Connection 12 health insurers will offer plans including: BEST Life & Health, Carefirst BCBS, Coventry, Delta Dental, DentaQuest, Dominion Dental Services, Evergreen Health Cooperative, Guardian Life, Kaiser Foundation Health Plan, Metropolitan Life, United Concordia, and UnitedHealthcare. The official site can be found at
Maine x     consumers will likely have two options, Anthem Blue Cross Blue Shield and Maine Community HealthOptions.
Michigan x   14 health insurers have filed application to have plans included on exchange, including 13 offering individual & family plans. 
Minnesota   x   MN Sure The states 4 largest health insurers Blue Cross Blue Shield Minnesota, HealthPartners, Medica, & UCare all plan on participating in the MNCare online marketplace. Official site can be found at
Missouri x   UnitedHealthcare, Cigna, and Assurant have announced will not participate in the Missouri exchange in 2014.  It is believed that Aetna, Anthem Blue Cross Blue Shield and Centene will participate among others.
Mississippi x   3 insurers will serve Mississippi residents on the exchange including Humana, Magnolia Health Plan, and Centene.  The states two largest insurers, Blue Cross Blue Shield of Mississippi, and UnitedHealthcare, will not participate.
Montana x   3 health nsurers to provide health plans. Blue Cross Blue Shield of Montana, PacificSource, Montana CO-OP
Nebraska x       4 health insurers will participate: Blue Cross Blue Shield of Nebraska, Coventry Health, CoOportunity, Health Alliance Midwest
Nevada x   Nevada Health Link 4 health insurers plan to participate in the marketplace to provide plans to individuals.  Anthem Blue Cross Blue Shield, Health Plan of Nevada, Nevada Health CO-OP, and St. Mary's. The official site can be found at
New Hampshire     x    
New Mexico x   New Mexico Health Insurance Exchange 5 health insurers have submitted applications for participation.
New Jersey x   Aetna, Horizon BCBSNJ, AmeriHealth NJ and The Freelancers Co-op of New Jersey plan to participate.
New York x   New York State of Health  The state is holding off announcing what plans will be participating until a PR kick-off later this month
North Carolina  x   Only 3 health insurers plan to participate including Blue Cross Blue Shield of North Carolina, Coventry, and FirstCarolinaCare. 
North Dakota x      
Ohio x   12 health insurers shave been approved.
Oklahoma x       4 insurers likely to participate: Blue Cross Blue Shield of Oklahoma, CommunityCare, GlobalHealth & Coventry
Oregon x   Cover Oregon 12 health insurers plan to offer plans on Cover Oregon including: ATRIO Health Plans, Bridgespan Health Company, Oregon’s Health CO-OP, FamilyCare Health Plans, Freelancers CO-OP, Health Net, Kaiser Permanente, Lifewise, MODA (ODS Health Plan, PacificSource, Providence Health Plan, Trillium Community Health Plan. Official site can be found at
Pennsylvania x   8 health insurers plan to sell policies to individuals including Highmark Blue Cross, Capital Blue Cross, Independence Blue Cross, Blue Cross of Northeastern PA, UPMC Health Plan, Geisinger Health Plan, Aetna & HealthAmerica.
Rhode Island x   Health Source RI 6 health insurance companies have filed to have their plans included -- 16 plans for small businesses and 12 for individuals & families. More details to follow about which health insurers have filed applications. Official site can be found here
South Carolina x    
South Dakota x   3 health insurers are certified to sell individual plans on the exchange including Avera Health Plans, Sanford Health Plan, and South Dakota State Medical Holding Co. (DakotaCare). Wellmark the largest health insurer in the state will not be participating in 2014
Tennessee x    
Texas x    
Utah x   Avenue H 5 health insurers will offer plans to individuals and families including Altius Health Plan, Humana, Regence Health Plan, SelectHealth and UnitedHealthcare.  The official site can be found at
Vermont x Vermont Health Connect Vermont residents will have 2 health options:  Blue Cross Blue Shield of Vermont, and MVP Health Plan. Official site can be found at
Virginia x     15 health insurers have been endorsed by state, of which 9 will offer plans in individual market including Aetna, Healthkeepers (Anthem), Coventry, Optima Health, Kaiser Foundation Health Plan among others
Washington x Washington Health Plan Finder 4 insurers have been approved to sell individual health plans on the exchange: Group Health Cooperative, Bridgespan (Parent CO. Regence BlueShield), Premera Blue Cross, Lifewise Health Plan.  The official site can be found at
West Virginia     x    
Wisconsin x       13 are interested in providing plans on the exchange for Wisconsin residents. including Dean Health Plan, Gunderson Health Plan, Physicians Plus Insurance,  Arise (WPS Health Plan), Common Ground Health Cooperative, Compcare Health Services (an Anthem Company), Group Health Cooperative, Health Tradition Health Plan, Medica health Plan, MercyCare HMO, Molina Healthcare, Security Health Plan, and Unity Health Plan,   Several prominent plans  have chosen not to participate including Humana & UnitedHealthcare
Wyoming x        

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