AEP 2026 reshuffled the MA market. With membership in Jan 2026 down 1.2% from Dec 2025, growth this year will come from strong client retention, benefits specialization, and identifying new selling opportunities based on changes in the markets that carriers are choosing to focus on.

States with the most change

NC, TX, OK, TN, and FL are the growth markets to watch by absolute member growth. WV, KS, and KY are also worth prioritizing: while their member volumes are smaller than others, their high percentage growth signals these markets are heating up. 

Top 20 MA carriers by membership 

Devoted Health more than doubled their membership in a single AEP and is now the 8th largest carrier in the country. Humana had a massive year too, adding nearly 1 million members and winning 15 of the top 25 fastest-growing plans by state (see below). UHC held onto the #1 spot despite losing nearly 700k members. Check in with your clients who are with new carriers this year and ensure they feel confident using their plan.

‍Top 25 fastest-growing plans ‍

Many are in MN, NY, GA, and MI due to carrier exits and service area reductions in these states, forcing beneficiaries to find new plans. If they’re not satisfied with their current plan, you have a narrow window to help them make a change before the end of OEP.

A few other trends to keep in mind: ‍

• ‍Pay attention to quality and retention — not just volume.
  McKinsey research confirms payers are moving beyond per-enrollment payments toward compensation structures that reward retention rates, member satisfaction, and SNP expertise. High-volume, low-retention agents will see comp erode. A 5% improvement in retention is worth more than 15% more leads in a flat market.‍
• Year-round engagement replaces AEP-only revenue models.
  ‍The average beneficiary's plan lost 11% of its value in 2026, and benefit cuts like are expected to continue, impacting OTC, Flex Card, and dental. Protect your book with wellness check-ins, plan review calls, SEP management, and ancillary recommendations to build a longitudinal relationship. Implement a Q1 and Q3 member outreach cadence.‍
• SNP specialization is the growth engine.
  ‍C-SNP enrollment grew 15% this AEP — the fastest segment in the market. D-SNP enrollment remained stable while general enrollment fell 0.6%. Get certified in this space and be on the lookout for eligible clients year-round.‍
• Compliance documentation is paramount.
  With CMS scrutiny elevated, any compliance weakness is a liability to your contract. SOA completion rates, recorded calls, and enrollment accuracy are measurable standards. We recommend setting a 98%+ SOA completion rate target. ‍‍
• Watch for HMO shifts.
  ‍HMO enrollment grew 2.8% while PPO fell 4.0%. Carriers are driving members into narrower networks. Ensure you understand network differences and can counsel members accurately.

Use this data to pressure-test your growth strategy — where you're focusing and which carriers you're prioritizing this year.

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