The individual health market is evolving rapidly, and for many agents, the Affordable Care Act (ACA) has become the foundation of their client strategy. But while ACA plans offer guaranteed issue coverage and essential health benefits, consumers are often faced with limited networks, very high deductibles, and soon, they are likely to see increased premiums. That’s why now, more than ever, agents need to broaden their approach. Clients are facing complex financial and health care realities, and one-size-fits-all coverage no longer works. Whether it’s a gap in affordability, a lack of provider access, or specific supplemental needs, the ability to offer a diverse portfolio of plans helps agents stay competitive, build deeper client relationships, and protect their book of business from market shifts, and competing agents. And a major shift is on the horizon. The enhanced subsidies introduced by the American Rescue Plan and extended through the Inflation Reduction Act are currently set to expire in 2026. If Congress does not intervene, millions of consumers who previously benefited from generous tax credits may find their ACA premiums unaffordable. That means agents must be prepared to present creative, budget-conscious options that meet client needs without breaking the bank.