The Private Health Marketplace
Private Health Insurance. Without the Lead-Form Games.
Research private health coverage, compare what is actually available in your state, and explore real plans and real prices — before you give anyone your name, your phone number or your email. Talk to a licensed agent only when you decide you want to.
Browse first. Talk to someone only if you want to.
Most quote sites are lead traps — you enter a phone number and get a hundred calls before you have learned anything. This one is built the opposite way. Answer a few questions about your household, your health and what matters to you, and the site shows you the plans you qualify for, what they cover and what they cost. Nobody calls you.
What private health is
Coverage written directly with the carrier instead of through healthcare.gov. Because these plans are medically underwritten — they ask about your health rather than charging everyone the same — healthy households routinely pay considerably less than an unsubsidized exchange premium for a real national PPO network, and keep their own doctors.
Who it is built for
The people the exchange prices out: self-employed and 1099 earners, small business owners, contractors and commission earners, and middle to higher income households who earn too much for meaningful subsidy help and end up paying full sticker price. Also families leaving group coverage, and early retirees under 65.
When it is not the answer
If your household qualifies for a large premium tax credit or a cost-sharing reduction on the exchange, that subsidy is very hard to beat and an exchange plan is likely your better deal. We will tell you that rather than sell around it. This marketplace is for everyone else.
Start your research
No form, no phone number. Read as much as you want first — that is the point.
What is private health insurance?
The plain definition, and the several different product types that hide behind the phrase.
Read this →How it works
Application, health questions, underwriting, effective dates, claims. Start to finish.
Read this →What it costs
Real 2026 monthly rates by age and household, and what actually moves your premium.
Read this →Can I qualify?
What underwriting asks, what is workable, and what happens if you are declined.
Read this →Private health vs the ACA marketplace
A straight comparison, including when the exchange is genuinely your better deal.
Read this →Who it is for
An honest fit test — including who should not buy this.
Read this →How it works
Four steps, and a licensed agent is with you for the ones that matter.
Tell us about you
Who needs coverage, your health history, your medications and what matters most to you. About a minute. We never ask for your income.
See your real options
We match you against the plans actually available in your state and show what each one does, with age-banded pricing where the carrier publishes it.
Talk to a licensed agent
Pick the plan you want, or book a benefit consultation if you would rather talk it through. Either way a licensed AO agent picks it up from there.
Get enrolled
Your agent confirms eligibility, answers your questions and submits the application for you. You never have to enroll yourself online.
Who we help
Different situations, genuinely different answers.
Ready to see your options?
About a minute. No income questions, no obligation, and no contact details required to see what fits.
Explore Private Health Options →Plans we offer
Private coverage from the carriers below — your agent matches you to the right one.
Networks
The provider networks our medical plans use.
Carrier, plan and network availability varies by state. Not every carrier or network is available everywhere — your agent confirms what is offered in your state.
Private health insurance by state
What can actually be written where you live — carrier by carrier.
Common questions
Do I have to give my phone number to see plans?
No. You can work all the way through the marketplace, see the plans that fit and read the carrier brochures without entering a name, phone number or email. You decide if and when you want to talk to somebody.
Is this Obamacare?
No. "Private health insurance" here is an umbrella term for several different structures — medically underwritten major-medical-style plans, fixed indemnity, ERISA and association coverage, short-term medical and supplemental products — sold directly with the carrier rather than through healthcare.gov. Many of them are not ACA major medical, which is exactly why they can be priced differently, and why it matters that we explain what each one is. Availability varies by state, carrier and plan.
Is private coverage always cheaper?
No. If your household qualifies for a large premium tax credit or a cost-sharing reduction on the exchange, that subsidy is very hard to beat and an exchange plan is likely your better deal. Private coverage tends to win for households that get little or no subsidy.
Can I be turned down?
Most of these plans are medically underwritten, so yes — health questions can lead to a higher rate, an exclusion, or a decline. There are also guaranteed-issue options that nobody is declined for, and the marketplace will route you there when it fits.
Can I apply at any time of year?
Generally yes. Private underwritten coverage does not use the annual open enrollment window that exchange plans use, so you can apply in any month, subject to underwriting.
Who actually enrolls me?
A licensed agent. Our agents are USA Benefits Group agents with AO American Benefits. Nobody enrolls themselves online here, and no application is submitted without you.
Ready to enroll?
A licensed AO American Benefits agent verifies eligibility and submits the application. No online bind.
256-743-5362Our agents are USA Benefits Group agents with AO American Benefits.
Explore Private Health Options →