Madison, Wis. – Beginning November 1, Wisconsinites will be able to sign up for the high-quality health insurance available on HealthCare.gov, the federally facilitated marketplace for individual health insurance.
During the 2025 Open Enrollment Period, a record-setting 313,579 people in our state signed up for health insurance coverage on the individual market. Enrollment dropped to 291,336 during the 2026 Open Enrollment Period due to market destabilization driven by federal actions.
The Wisconsin Individual Health Insurance Market Analysis conducted by the Office of the Commissioner of Insurance (OCI) in 2022 found that the previously expanded premium subsidies, as well as the federal investments that had been made in Navigators and outreach, both contributed to the growth and stability of our health insurance market in recent years. The expanded premium subsidies that expired at the end of 2025 have impacted plan availability and affordability on the marketplace in the upcoming Open Enrollment Period.
“Wisconsin’s competitive insurance market has made it possible for hundreds of thousands of people to access high-quality health insurance coverage,” said Commissioner Nathan Houdek. “We will continue to coordinate with our partners across the state to promote insurance coverage and protect health care access.”
The Wisconsin Health Care Stability Plan (WIHSP) has successfully held down rates in the individual market every year since it was implemented in the first year of Governor Evers’ administration. Governor Evers increased funding for this important program in two budgets so it can continue to benefit those who depend on a strong, competitive individual health insurance market.
Rates on the individual health insurance market in Wisconsin will increase by a weighted average of 21.7% for the 2027 plan year. Without WIHSP, rates on HealthCare.gov would have increased by 33% for the 2027 plan year, based on a weighted average. Rate filings on HealthCare.gov can be searched here.
No insurers are leaving Wisconsin’s health insurance market, and a new option is being offered off the marketplace. Twelve insurers will be participating on the marketplace in Wisconsin for the 2027 plan year with two insurers offering ACA-compliant plans off the marketplace.
An interactive map of comprehensive health insurance plans available on and off the marketplace by county can be found here.
Governor Evers’ DHS OCI Health Care Coverage Partnership has improved coordinated outreach and education, health insurance literacy, and enrollment retention. Since the Partnership was created, thousands of Wisconsinites have utilized the Partnership’s health insurance information resource, WisCovered.com, to learn about their options and find out how to get enrollment assistance. During the last Open Enrollment Period, over 26,000 people visited the site.
Consumers are also encouraged to speak with a licensed insurance agent or broker, call (608) 261-1455 or (877) 942-6837 to get connected with a navigator, or search for a Certified Application Counselor near you.
