As the public exchanges continue to struggle, private exchanges are thriving — including with satisfaction from consumers. That's the word from private exchange operator Liazon, which surveyed customers to better understand their buying habits.

Three-quarters of customers said they were "satisfied or very satisfied" with the online experience of buying benefits, and 90 percent want many choices when it comes to their plans, as opposed to the "one-size-fits-all of traditional benefits programs."

The average number of health plans provided to users in Liazon's exchange is 10, according to company executives.