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Medicare Supplement Plan Sales Growth

As Medicare Advantage plans undergo major changes for 2026, more seniors are taking a closer look at Medicare Supplement (Medigap) coverage. With tighter MA budgets, reduced benefits, and growing network concerns, Medigap is becoming the go-to choice for beneficiaries who want simplicity, stability, and predictable healthcare costs. This has helped with Medicare Supplement plan sales growth.

Why Medicare Advantage Changes Are Driving the Shift

For 2026, many Medicare Advantage carriers are reducing cost-sharing perks, scaling back extras, and becoming more selective with enrollment growth. Factor in increased marketing scrutiny and commission pressure, and the MA landscape feels less predictable than it has in years.

Seniors are noticing; many are now reevaluating whether MA plans still fit their needs.

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Why Medicare Supplement Plans Stand Out in 2026

1. Predictable Costs and Simple Coverage

Medigap helps shield members from unexpected bills by covering the gaps in Original Medicare. Plan G and other popular options remain consistent year after year.

2. Freedom From Networks

Members can see any doctor or hospital nationwide that accepts Medicare; no referrals, no authorizations, and no surprises.

3. Long-Term Stability

While MA benefits change annually, Medigap benefits do not. This makes Medigap especially appealing amid shifting MA offerings.

How to Position Medigap in Your Sales Strategy

• Lead with predictability: Emphasize long-term cost stability compared to fluctuating MA benefits.
• Highlight provider freedom: Seniors frustrated with shrinking MA networks respond well to Medigap’s nationwide access.
• Target MA switchers: Many beneficiaries use the Medicare Advantage Open Enrollment Period to move into more stable coverage.
• Educate early: Start conversations before annual plan changes create confusion or frustration.

Watch a quick YouTube video on MA OEP best practices

Key Takeaways

• Medicare Advantage plans are cutting back on supplemental benefits and tightening networks for 2026.
• Medicare Supplement plans offer predictability, nationwide access, and long-term stability.
• Demand is increasing as seniors seek more control and fewer surprises.
• Agents can leverage this shift to build trust, long-term relationships, and stronger retention.

As Medicare Advantage plans tighten benefits in 2026, Medicare Supplement insurance stands out as a stable, reliable alternative. For agents, this shift presents a strong opportunity to guide clients toward coverage that offers flexibility, control, and predictable healthcare spending.

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Why Offer Cigna CHS Plans – A Smart Add-On for Today’s Medicare Market

Why offer Cigna CHS plans; in today’s shifting healthcare landscape, consumers are more concerned than ever about unexpected medical costs. This is especially true of those triggered by major health events like cancer, heart attacks, and strokes. For agents, this concern represents a major opportunity. Cigna’s Cancer, Heart Attack & Stroke (CHS) plans have quickly become one of the most valuable supplemental products to offer alongside Medicare Advantage, Medigap, and individual health insurance.

Here’s why CHS coverage should be part of your 2026 sales strategy.

CHS Plans Fill a Critical Financial Gap

Cancer, heart attacks, and strokes are among the costliest and most common medical events for U.S. adults. Even insured clients often face:

• High deductibles and co-pays
• Hospitalization charges
• Travel and lodging for treatment
• Lost income or caregiver costs

Cigna’s CHS plans provide a lump-sum cash benefit clients can use for anything; medical or non-medical. This flexibility allows families to stay financially stable during the most stressful moments of their lives.

Watch a quick YouTube video on ancillary plan sales

Cigna Offers Strong, Recognizable Branding

Cigna is a trusted national name, and clients feel confident purchasing protection from a carrier they already associate with quality and service. This instantly boosts your credibility and reduces objection rates that often happen with lesser-known supplemental carriers.

Simple, Streamlined Underwriting

Cigna’s underwriting for CHS plans are straightforward, agent-friendly, and designed for quick approvals. This makes CHS an easy add-on during:

• Medicare Advantage reviews
• Medigap comparisons
• ACA Special Enrollment conversations
• Life insurance appointments

Faster underwriting means more closed sales and fewer follow-ups.

Competitive Premiums & High Value for the Client

CHS premiums remain very affordable; even for clients on a fixed income. For many households, adding this coverage costs less per month than common streaming subscriptions. Yet the payout during a claim can be life-changing.

For agents, this creates a high-value, low-resistance product that clients appreciate and rarely cancel.

A Perfect Cross-Sell During Annual Reviews

If you’re an active Medicare agent, you’re already meeting clients every year. CHS coverage fits seamlessly into that conversation:

“Your current plan looks good, but let’s also talk about financial protection if something major happens.”

These products can add revenue, boost client retention, and strengthen your role as a full-service advisor.

Easy to Explain, Easy to Sell

You don’t need complex charts or benefit summaries. Clients understand cancer, heart attacks, and strokes; they’ve seen friends, family, or coworkers experience them. The product is relatable and instantly makes sense.

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Helps Protect Your Book of Business

When you offer supplemental solutions that truly help clients, they are far more likely to stay with you long-term. CHS adds stickiness to your business and positions you as a proactive agent who delivers value, not just someone who enrolls clients into a single plan.

Cigna’s Cancer, Heart Attack & Stroke plans are one of the simplest and most impactful products you can add to your portfolio in 2026. They support your clients, improve financial security, and create a reliable revenue stream for your business.

Agents, stay up-to-date on the our latest webinars an agent events.

If you’re looking for a product that offers strong benefits, easy conversations, and meaningful protection; Cigna CHS is a must-have in your lineup.

Medicare Advantage Compensation Loss – State Regulators Push Back

The tension between state insurance regulators and Medicare Advantage (MA) carriers is reaching a new level. As insurers continue tightening their budgets and limiting new enrollment; often by cutting commissions to brokers and restricting access to online applications. Some state officials are challenging what they view as unfair and potentially unlawful practices when it comes to Medicare advantage compensation loss.

With the 2026 Medicare Annual Enrollment Period (AEP) already underway, this conflict could shape the future of how MA plans are marketed, sold, and regulated.

Why Carriers Are Reducing Broker Compensation

Financial pressures have been building within Medicare Advantage for several years. Rising utilization costs, increased regulatory scrutiny, and shrinking federal reimbursement have pushed Medicare insurers to prioritize profit stability over rapid membership growth.

As part of this shift, some carriers have:

• Eliminated or reduced commissions on specific plans
• Limited access to agent-facing online enrollment platforms
• Discouraged new enrollments that could attract higher-cost members

The carriers intend to use these measures to control risk and protect margins. Although for brokers and agents, the fallout is immediate; lost income, lowered client expectations, and fewer ways to serve Medicare beneficiaries effectively.

Watch a YouTube video on SEPs for discontinued Medicare advantage plans

States Begin to Challenge Commission Cuts

Insurance commissioners in Delaware, Idaho, Montana, Oklahoma, New Hampshire, and North Dakota have taken a firm stance: cutting or withholding commissions to reduce Medicare Advantage enrollment crosses the line into unfair trade practices.

Some regulators have directly warned carriers to stop using marketing tactics that restrict enrollment or disadvantage third-party marketers. Others have gone further:

• Idaho issued cease-and-desist orders against UnitedHealthcare and PacificSource for allegedly violating state insurance standards.
• Additional states have threatened penalties, sanctions, or legal action if insurers refuse to restore fair broker compensation.

State officials argue that if MA plans are sold within their borders, insurers must comply with state marketing and sales laws regardless of the program’s federal oversight.

The Stakes Are High for Both Sides

This conflict puts both insurers and brokers; and ultimately beneficiaries, in a difficult position.

For insurers, compliance with state demands could trigger:

• Tighter pricing
• Fewer $0 premium plans
• Potential consideration of market exits

As one industry expert noted, when carriers feel they cannot adjust compensation or enrollment strategy to manage risk, they may be more likely to scale back or leave smaller markets.

However, carriers also have strong incentives not to leave states completely. If an insurer exits a Medicare Advantage market, it is barred from re-entering for years. This could present a long-term setback few companies want to face.

For brokers, reduced compensation means:

• Inconsistent or unpredictable payment
• Competing against carriers that restrict access to enrollment platforms
• Difficulty supporting clients when carriers remove commissions after applications are already submitted

Marketing groups emphasized that commissions are built into plan pricing and actuarial calculations. In other words; carriers planned for these costs long before selling the product.

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Legal and Regulatory Questions

A key unresolved issue is whether state regulators have the authority to intervene in the sales and marketing of a federal healthcare program like Medicare Advantage.

Many legal experts believe states have more power than carriers acknowledge. They regulate:

• Agent licensing
• Marketing conduct
• Fair business practices within state borders

Some policy analysts argue that states may actually hold more leverage than CMS in enforcing sales and marketing standards; especially when unfair business practices affect consumers or licensed agents.

Idaho’s insurance director has signaled that the state expects legal challenges and is prepared to defend its position. This includes efforts to force insurers to retroactively pay withheld commissions.

On the other hand, insurers may counter-sue states, arguing that Medicare’s federal structure preempts state authority.

Where This Leaves Brokers and Beneficiaries

As this dispute unfolds, brokers remain stuck in the middle. They must comply with evolving state rules while navigating restrictive carrier policies. At the same time, beneficiaries risk losing access to the knowledgeable agents they rely on to explain coverage options, especially in rural or underserved markets.

Let’s Sum it all up

• Medicare Advantage carriers are reducing or eliminating broker commissions to limit new enrollment and protect margins.
• Insurance regulators in at least six states are challenging these tactics and threatening enforcement actions.
• If insurers restore full commissions, they risk enrolling higher-cost or unprofitable members, creating financial strain.
• The question of whether states can regulate MA sales and marketing remains unresolved, setting up likely court battles.

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Using Medicare Advantage Trial Rights: What Beneficiaries Need to Know

Choosing Medicare coverage is a major decision. For some beneficiaries, enrolling in a Medicare Advantage (MA) plan feels like a smart move comprehensive benefits, low or $0 premiums, and added perks like dental, vision, and fitness programs. But what happens if you try Medicare Advantage and realize it’s not the right fit? That’s where using Medicare Advantage Trial Rights can be a valuable safety net.

Medicare built specific protections that allow certain beneficiaries to “test” a Medicare Advantage plan without being locked in forever. Understanding these rights can give you confidence when making your coverage decision.

What Are Medicare Advantage Trial Rights

Medicare Advantage Trial Rights are special protections that allow eligible beneficiaries to switch back to Original Medicare (Part A and Part B) and purchase a Medigap (Medicare Supplement) plan if they decide MA isn’t working for them. These rights prevent beneficiaries from being denied Medigap coverage or charged more due to health conditions during this trial period.

Who Qualifies for Medicare Advantage Trial Rights

You may qualify if:

1. You are new to Medicare and you first enrolled in a Medicare Advantage plan.
If you joined an MA plan when you first became eligible for Medicare at age 65, you have a 12–month trial period. If you decide within that year that MA is not for you, you can switch back to Original Medicare and have Medigap guaranteed issue rights.

2. You dropped a Medigap plan to enroll in Medicare Advantage for the first time.
If you previously had a Medigap plan and switched to an MA plan for the first time, you again have 12 months to change your mind. If you return to Original Medicare, you have the right to get the same Medigap plan you had before (if it’s still available) or a comparable plan.

Watch a YouTube video – Medicare Advantage vs. Medicare Supplements

Why Trial Rights Matter

Trial rights offer peace of mind. Medicare Advantage plans work well for many people, but provider networks, prior authorization rules, and cost-sharing structures may not suit everyone. Trial rights allow beneficiaries to explore coverage options without long-term risk.

For example, someone who values nationwide access to doctors or has upcoming health procedures might discover that Original Medicare plus Medigap better suits their needs. With trial rights, they can make the switch confidently.

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How to Use Your Trial Rights

If you decide to switch back from Medicare Advantage to Original Medicare:

Contact Medicare or your plan to disenroll
Apply for a Medigap plan, citing your trial right
Choose a standalone Part D prescription drug plan (PDP) if needed

Timing is key; make sure you act within your 12-month window to secure guaranteed Medigap eligibility.

Medicare Advantage can be a great choice, but it’s not one-size-fits-all. Medicare Advantage Trial Rights give beneficiaries a valuable opportunity to try MA coverage with a safety net. If you’re unsure which route is best, speak with a licensed Medicare professional who can help evaluate your health needs, budget, and coverage preferences.

Understanding your rights empowers you to make confident, informed decisions about your Medicare journey.

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Deductibles and Other Medical Costs: What They Mean for Your Healthcare Budget

Healthcare terms can feel confusing, especially when it comes to how much you’ll actually pay for medical services. One of the most important pieces to understand when choosing insurance, or reviewing your current coverage, are deductibles and other medical costs.

These costs directly impact what you spend before your insurance steps in and how much you’re responsible for throughout the year. Understanding them helps you plan better, compare plans accurately, and avoid unexpected medical bills.

What Is a Deductible

A deductible is the amount you must pay for covered healthcare services before your insurance begins to share the costs.

For example, if your deductible is $2,500, you pay the first $2,500 of covered medical expenses yourself. After you meet your deductible, your insurance typically starts paying a portion of costs (often through coinsurance).

Think of the deductible as your first layer of financial responsibility in your insurance plan.

What Are Out-of-Pocket Costs

Out-of-pocket costs are expenses you’re responsible for when receiving care. They may include:

• Deductibles
• Copayments (fixed dollar amounts per service)
• Coinsurance (a percentage of the cost of services)
• Non-covered services

When comparing plans, look not only at the deductible but also the overall cost-sharing structure. A low-deductible plan may have higher premiums but lower out-of-pocket expenses when you receive care and vice versa.

Understanding the Out-of-Pocket Maximum

Most health insurance plans also include an out-of-pocket maximum (OOPM). This is the most you’ll pay in a policy year for covered services. Once you reach that limit, your insurance covers 100% of eligible expenses for the remainder of the year.

This limit is an important financial safeguard, especially for individuals with chronic conditions or unexpected medical events.

Watch a Video on Medicare IRMAA & Part B SEP Rules

Why Your Deductible and OOP Spending Matter

Knowing your deductible and out-of-pocket maximum helps you:

• Budget healthcare expenses
• Select a plan that fits your needs
• Avoid surprises when receiving care
• Plan ahead for prescriptions, specialists, or procedures
• Understand how preventive services are covered (This is key; many preventive services are covered before deductible!)

Tips for Choosing the Right Plan

When evaluating health plans, consider:

• How often you visit doctors
• Whether you take ongoing prescriptions
• Expected medical needs (e.g., planned surgery, therapies)
• Monthly premium cost versus potential annual expenses
• Your comfort level with risk and unexpected bills

People who expect regular medical care may benefit from lower deductibles and higher premiums. Those who rarely seek care may prefer a lower-premium, higher-deductible option.

Deductibles and out-of-pocket costs aren’t just insurance jargon; they are vital components of your financial health plan. Understanding them helps you to make smarter decisions and choose coverage that protects both your health and your wallet.

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If you ever feel uncertain about comparing plans or estimating potential costs, don’t hesitate to ask questions. Being informed is the first step to confident healthcare decisions. That is why working with a licensed insurance agent is so important.

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The Value of Medicare Agents and the Service They Provide

When individuals approach Medicare eligibility, they often discover just how complex healthcare decision-making can be. With dozens of plan types, varying costs, evolving coverage rules, and aggressive advertising from every direction, choosing the right Medicare coverage can feel overwhelming. That’s where licensed Medicare agents bring tremendous value.

Medicare agents act as trusted advisors, providing clarity, guidance, and personal advocacy. Their goal isn’t just to help someone enroll in a plan; it’s to ensure clients understand their benefits and feel confident in their healthcare choices year after year.

Simplifying a Complicated System

While Medicare is an essential program, it isn’t always easy to navigate. Beneficiaries have questions such as:

• Original Medicare or Medicare Advantage?
• What’s the difference between a Medigap plan and a Medicare Advantage plan?
• Do I need a Part D prescription drug plan?
• What are my costs? What doctors can I see? Will this plan cover my prescriptions?

A Medicare agent breaks this information down into clear, understandable terms. They help clients compare plan options side-by-side, explain key terms like premiums, deductibles, and maximum out-of-pocket costs, and ensure beneficiaries avoid costly mistakes such as missing enrollment deadlines or choosing plans that don’t fit their needs.

Personalized Guidance

Every Medicare beneficiary has unique needs; health conditions, prescription needs, doctor preferences, budget considerations, and lifestyle factors. Independent Medicare agents take the time to understand these factors and recommend plans that offer the best fit, not just the best marketing.

Many agents represent multiple carriers, allowing them to provide unbiased comparisons and advocate for the plan that truly serves the client best.

Watch a quick YouTube video comparing Medicare Advantage vs. Medicare Supplements

Year-Round Support and Advocacy

Medicare decisions don’t end at enrollment. Plans can change their provider networks, drug formularies, premiums, and benefits from year to year. Agents ensure beneficiaries stay informed and help them:

• Review plans annually during the Annual Enrollment Period
• Understand billing and claims issues
• Navigate carrier customer service challenges
• Access additional benefits and programs that can reduce healthcare costs

This ongoing support is one of the most valuable services agents provide and it’s often at no cost to the beneficiary, since agents are typically compensated by the insurance carriers.

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Protection Against Misinformation

Medicare marketing is everywhere, and not all of it is accurate. Agents serve as a reliable source of truth, cutting through misleading ads and high-pressure sales tactics. They are licensed, trained, and required to follow strict compliance rules designed to protect Medicare beneficiaries.

A Partner in Your Healthcare Journey

Medicare agents don’t just enroll people in plans, they build long-term relationships. They offer peace of mind, help clients understand their benefits, and stand by their side when questions or challenges arise.

Agents, stay up-to-date on the our latest webinars an agent events.

For many seniors, working with a Medicare agent means having a trusted professional who knows their needs, understands the system, and is committed to helping them access the best possible care.

Protecting Medicare Consumers And Agents

Across the country, both Medicare and Affordable Care Act (ACA) consumers and the independent agents who serve them are facing new challenges. Many insurance carriers are reducing or eliminating commissions, restricting access to plan applications, or changing payment structures. These practices can disrupt fair competition and limit the ability of agents to provide clear, unbiased help to beneficiaries. Ther have been many people wondering; who is protecting Medicare consumers and agents amidst all this change.

To address this growing concern, NABIP has stepped forward as a strong advocate for both consumers and agents. On October 21, 2025, NABIP sent a letter to the National Association of Insurance Commissioners (NAIC) and all state insurance commissioners, urging a coordinated response to protect fairness in the Medicare and ACA markets.

NABIP’s concerns include:

• The use of “zero-commission” or drastically reduced commission structures on select plans
• Limiting or removing access to plan applications for appointed agents
• Making mid-year commission changes without proper notice
• Steering consumers toward carrier-preferred products by discouraging certain plan sales.

According to NABIP, these tactics not only manipulate markets but also restrict consumer choice and weaken the role of licensed, independent agents. Agents are essential to helping seniors and individuals with disabilities navigate complex coverage options and make informed decisions.

Watch a YouTube video on Medicare Advantge plans going non-commissionable

NABIP referenced the Idaho Department of Insurance as a model for other states

Idaho’s Bulletin No. 25-06 clarified that carriers must keep plan applications accessible to both agents and consumers, prohibit mid-year commission changes, and ensure commissions included in filed products are paid as approved. NABIP is urging every state to adopt similar protections to maintain fairness and transparency.

Agents: click here for a new contract or add a carrier to existing Crowe contract.

Independent agents are a cornerstone of consumer protection. They act as trusted advisors who focus on client needs; not corporate preferences. When compensation is reduced or access is restricted, consumers lose guidance, choice, and confidence in the system.

NABIP continues to work with regulators nationwide, offering documentation, examples, and testimony from licensed producers. Its goal is clear: to ensure accountability, preserve competitive markets, and protect the vital connection between consumers and the professionals who serve them.

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Medicare as Primary Insurance

When you turn 65 or qualify for Medicare due to disability, one of the most important things to know is whether Medicare becomes your primary or secondary insurance. Understanding Medicare as primary insurance helps avoid billing issues and unexpected out-of-pocket costs.

What Does “Primary” Mean

The primary payer is the insurance that pays your medical bills first. The secondary payer may cover costs that the primary insurance doesn’t pay; such as deductibles, coinsurance, or copays.
When Medicare is your primary insurance, your healthcare providers bill Medicare first. Once Medicare pays its share, any remaining balance may be sent to your secondary insurance, such as an employer plan or Medigap policy.

When Medicare Is Primary

Medicare typically pays first in these situations:

1. You’re retired and not covered by active employer insurance.
   Once you stop working and lose active coverage from an employer, Medicare becomes your primary insurance.
2. You have a small employer plan (fewer than 20 employees).
   If you’re still working or covered under a spouse’s small employer plan, Medicare pays first.
3. You have retiree coverage.
   Retiree insurance or COBRA coverage always pays after Medicare.
4. You have no other insurance.
   If Medicare is your only health coverage, it’s automatically primary.
5. You’re covered by Medicaid.
   Medicaid is always the payer of last resort, so Medicare pays first.

Learn about Medicare and employer coverage

When Medicare Is Secondary

In some cases, Medicare may pay after another insurance plan:

• You or your spouse are actively working for an employer with 20 or more employees, and you’re covered under that employer’s health plan.
• You’re receiving workers’ compensation or have a claim covered under no-fault or liability insurance.
• You’re under age 65 and have employer coverage due to disability, and the employer has 100 or more employees.

In these situations, your employer or other insurance must pay first, and Medicare acts as a secondary payer.

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Why It Matters

Knowing when Medicare is primary ensures your medical claims are processed correctly. If you enroll in Medicare but fail to tell your other insurer, or vice versa, you could face denied claims or late enrollment penalties.
Always confirm your coverage status with both Medicare and your employer’s benefits administrator to avoid costly mistakes.

Medicare’s role; whether it’s primary or secondary, depends on your work status, the size of your employer, and any additional coverage you may have.
If you’re nearing retirement or changing jobs, take time to review how your coverage coordinates. Doing so helps ensure smooth billing and gives you peace of mind knowing your healthcare costs are properly covered.

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Medicare Agents as TPMOs: Compliance and Best Practices for Medicare Agents

As a Medicare agent, you are more than just a licensed professional helping beneficiaries find the right coverage; you are officially recognized by CMS as a Third-Party Marketing Organization (TPMO). Understanding Medicare agents as TPMOs is crucial to protecting your business and staying compliant.

What Is a TPMO

CMS defines a TPMO as any organization or individual compensated to perform lead generation, marketing, or enrollment activities for Medicare Advantage (MA) or Part D plans. That means independent agents and brokers fall under the TPMO umbrella whenever they market or sell these plans.

Why It Matters

The TPMO designation exists to ensure transparency, accountability, and consumer protection. CMS tightened these rules in response to misleading advertisements and beneficiary confusion. As a result, every agent who sells MA or Part D plans must meet strict communication and documentation requirements.

Watch a video on the FCC one to one consent rule

Key Compliance Requirements

Here are the most important rules every TPMO must follow:

• Mandatory Disclaimer: Every piece of marketing material, website, or verbal outreach must include the approved CMS disclaimer: “We do not offer every plan available in your area. Any information we provide is limited to those plans we do offer in your area. Please contact Medicare.gov or 1-800-MEDICARE to get information on all your options.”
• Call Recording: Any phone call that discusses MA or Part D benefits; even informational calls must be recorded and securely stored for at least 10 years.
• Scope of Appointment (SOA): Always obtain an SOA before discussing plan details. Electronic and paper SOAs are acceptable but must be saved for recordkeeping.
• Avoid Misleading Language: Never imply government affiliation or say you offer “every plan” unless that is true. Be careful with phrasing on social media, websites, and mailers.

Agents: click here for a new contract or add a carrier to existing Crowe contract.

Best Practices for Sales and Marketing

To remain compliant and build trust with clients:

• Lead with education, not sales. Help beneficiaries understand their options before recommending a plan.
• Use CMS-approved materials. Avoid customizing carrier pieces unless approved for agent use.
• Document everything. Keep records of calls, SOAs, and marketing pieces.
• Stay current on CMS updates. Rules can change annually; follow your FMO and carrier training closely.

Stay updated on agent events and information

Being classified as a TPMO isn’t just a compliance label; it’s a reminder that agents play a critical role in maintaining Medicare integrity. By following CMS rules, staying transparent, and putting client education first, you protect both your license and your reputation in the Medicare marketplace.

Medicare Sales Compliance Rules – What Not to Say During a Medicare Sale

When you with meet with Medicare beneficiaries, the words you choose matter. CMS has strict marketing guidelines, and violating them can lead to serious issues, this includes fines or even loss of contracts. To protect your clients and your business; we will go over some Medicare Sales Compliance Rules regarding things Medicare agents cannot say or do during a sales appointment.

“We offer every Medicare plan available”

This statement is misleading. Not all plans contract with independent agents, and no agent can truly offer every plan. You may represent several excellent plans, but accuracy is essential. Always choose wording carefully on printed materials and in conversations.

Remember: CMS requires TPMOs (Third-Party Marketing Organizations) to include a disclaimer on all marketing materials, communications, and even phone calls with prospective clients.

“This plan is free”

CMS marketing guidelines prohibit agents from using the word free to describe any plan.

• A $0 premium does not mean the plan has no costs.
• Enrollees are still responsible for deductibles, co-pays, and coinsurance.
• Network restrictions often apply.

The word free is misleading and should never be used when describing Medicare plans, premiums, deductibles, or cost-sharing.

Watch a YouTube video on CMS final rule 2026

“This plan covers everything you need”

There is no Medicare plan that covers all of someone’s health needs. The agent’s role is to help clients compare options and choose what best fits their personal situation. Present the pros and cons, but never promise that a plan will meet 100% of their needs.

“This is the best plan”

Superlatives like “best” are not allowed unless supported by verifiable, CMS-approved data. What’s best for one client may not be best for another. Always focus on what meets that client’s needs, not a blanket claim.

“Medicare approves this plan’s benefits”

You cannot say or imply that Medicare endorses, approves, or recommends a plan. While Medicare Advantage and Part D plans must meet CMS standards, they are offered by private companies; not by Medicare itself.

Talking about non-Medicare products during an SOA

Stick to the Scope of Appointment (SOA). If the SOA only covers Medicare Advantage, you cannot bring up Medigap, Part D, or life insurance. If a client asks about other products, suggest scheduling another appointment.

Asking for friends’ or family contact info

You cannot request phone numbers or addresses of potential referrals. What you can do is hand clients extra business cards so they can share your information with others who may be interested.

Offering gifts or money for enrollment

Agents cannot provide financial incentives or high-value gifts in exchange for signing up. CMS allows small promotional items (worth $15 or less per item, up to $75 per year per person).

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Scare tactics or misinformation

Do not tell clients their current coverage will change just to push a new plan. You may compare benefits factually but avoid scare tactics. Clients must feel educated, not pressured.

Medicare compliance is about accuracy, transparency, and respect. Stick to CMS-approved language, avoid misleading claims, and always tailor your advice to the individual client. Doing so not only keeps you compliant; it builds lasting trust.

Stay up-to-date on Medicare agent events and information.