We asked industry experts about what brokers would need to use state exchanges more often. Here's what they said.

"I'm not sure what would need to happen, as most exchanges are already reaching out to brokers to increase participation.

I think it's more about education; CMS and exchanges need to stress the benefits, which may not be fully understood by brokers, and ensure that training is available and the system is easy to navigate (and, of course, guarantee that they get their commissions in a timely manner).

  • Cost: The ability to control health care spending by allowing employers to set a fixed dollar amount to contribute toward the total premium

  • Cost: The opportunity to qualify for tax credits

  • Employee choice: Brokers/employers can choose from several plans to meet a variety needs, supported by clear and straightforward online plan and price comparisons

  • Service: The exchanges provide strong service and support from enrollment to billing, as well as a dedicated call center

Commissions: Same commissions as what would be earned outside of the exchange."

Greta Flam  Director of Health Insurance Exchanges, The Guardian Life Insurance Company of America

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Paul Wilson

Paul Wilson is the editor-in-chief of BenefitsPRO Magazine and BenefitsPRO.com. He has covered the insurance industry for more than a decade, including stints at Retirement Advisor Magazine and ProducersWeb.