Health insurance for Wisconsinites who buy their own.
We help Wisconsinites who buy their own health coverage, from people leaving a job or COBRA to the self-employed and early retirees waiting for Medicare. A licensed agent can compare Marketplace plans, BadgerCare Plus eligibility and other options with you at no cost.
Wisconsin plans we compare
What’s different about health insurance in Wisconsin.
Every state runs its individual market a little differently. These are the rules that matter most if you buy your own coverage here.
Read the Wisconsin FAQ- Wisconsin uses HealthCare.gov. Open enrollment for 2027 coverage runs November 1, 2026 to January 15, 2027.
- BadgerCare Plus covers adults up to 100% of the poverty level, so Wisconsin has no coverage gap even without full Medicaid expansion.
- Twelve insurers sell Marketplace plans for 2026. Depending on the county you have one to five insurers to choose from, and many are HMOs tied to regional health systems.
- A state reinsurance program, the Wisconsin Healthcare Stability Plan, has helped hold down premiums since 2019 and is approved through 2028.
- Wisconsin continuation lets you keep an insured group plan for up to 18 months, even at employers too small for COBRA.
- Pre-subsidy rates rose about 23% on average for 2026, and the enhanced federal subsidies ended, so many people over 400% of the poverty level pay full price.
However you got here, there’s a better plan than the first one you were offered.
Leaving a job, or staring at a COBRA bill
Compare COBRA and Wisconsin's own continuation rules with Marketplace plans and everything else you qualify for.
Compare your options
Retired before 65
Bridge the years to Medicare without draining savings.
Learn more
Self-employed or 1099
Solid coverage, manageable premiums, and the tax deduction most people miss.
Learn moreLooking beyond the Marketplace
Health sharing and other non-ACA options, with the trade-offs explained.
Learn moreNeed coverage for a short gap
What short-term coverage looks like in Wisconsin, and what to use instead.
Learn moreWho sells plans in Wisconsin
Every insurer offering individual and family plans for 2026.
Learn moreFrom first conversation to coverage in three steps.
- 1
Tell us your situation
Share your ZIP, age, budget and the doctors you want to keep. Online or by phone, with no commitment.
About 5 minutes - 2
We compare every option
A licensed agent checks the plans sold in your county for premiums, deductibles, networks and prescriptions.
Usually within 1 business day - 3
Enroll with confidence
See your best matches side by side. Pick one and we handle the enrollment, then stay with you for renewals.
We handle the paperwork
Straight answers before you call.
More in our Wisconsin FAQ, or ask an agent at (888) 214-4898.
No. Wisconsin uses HealthCare.gov, the federal Marketplace. Open enrollment for 2027 coverage runs from November 1, 2026 to January 15, 2027, and you should enroll by December 15 if you want coverage to start January 1.
No. BadgerCare Plus covers adults with household income up to 100% of the federal poverty level, including adults without children. People above that level can get premium tax credits for Marketplace plans, so there is no gap between the two.
It is a state reinsurance program that started in 2019. It pays part of very large claims, which helps keep premiums lower for everyone in the individual market. For 2026 it covers 50% of a person's claims between $50,000 and $214,738, and it is approved through 2028. You do not need to sign up; it works in the background.
KFF reports the 2026 average benchmark Silver premium for a 40-year-old in Wisconsin is $611 a month before subsidies, up from $495 in 2025. Your price depends on your age, county, plan and income, and many people pay much less after premium tax credits.
See what you'd actually pay.
A licensed agent will compare plans from every insurer in your Wisconsin county, check your subsidy, and walk you through the options. No cost, no obligation.