The ACA Opportunity Agents Are Ignoring: Why It’s Time to Step Into State Marketplaces

Agents, we may be leaving money on the table. If you’re already in the ACA game and not working in state-based marketplaces (SBMs), you’re missing out on one of the most significant growth opportunities in our industry right now.

In 2025, a record-breaking 24.2 million Americans selected ACA coverage during Open Enrollment — the highest number ever. That’s not just a stat. That’s 24 million people actively choosing ACA plans, and over 7 million of them enrolled through SBMs.

Key takeaways

1. 1. SBM enrollment is booming. Over 7 million people used SBMs in 2025 — and more states are switching.
   2. However, most licensed agents aren’t paying attention to these smaller marketplaces. That leaves the door wide open for those who are ready to act.
   3. Certified brokers are in high demand. Consumers are seeking assistance, and those who respond now will earn long-term loyalty.