The buzz created by the opening of the public insurance exchanges has stirred interest in their private-sector counterparts. Whether it will lead to new customers is another matter.

Private health insurance exchanges, some of which have been in business for years, didn't expect to see an immediate, big jump in new business because of the media frenzy around the public exchanges. But, say several private exchange managers, the increased health insurance literacy spawned by the Patient Protection and Affordable Care Act will certainly help them in the long run.

The number of private exchanges  has increased of late as major consulting players such as Aon Hewitt, Towers Watson and Mercer have launched or expanded their own and begun to sign on employer clients.