Price Is King — But Trust Matters in Choosing a Health Plan

Matt Gerrell,

Fractional Chief Marketing Officer

Founder & President Gerrell Collective

As the 2026 Open Enrollment Period launched this past weekend, millions of Floridians are once again comparing their health insurance options under the Affordable Care Act (ACA). Yet this year feels different. After years of enhanced subsidies, stabilized premiums, and pandemic-era safety nets, the market is shifting again. Federal subsidy adjustments and rising medical costs are driving premium increases across every region, forcing families to more difficult choices about what “affordable coverage” really means.

From my time leading marketing to when I led a health plan, I’ve always said, “Price is King” when it came to how consumers selected this product.  But after years of leading a regional health plan that grew from 5 to 14 counties, I learned affordability means nothing without trust. During that expansion, our mission wasn’t about market share, it was about ensuring every Floridian who needed coverage could find it, understand it, and rely on it. We built relationships with hospitals, physicians, and communities so members knew behind the plan name was a team who cared.

Today, this principle matters more than ever. As premiums rise and benefits shift, consumers are facing not just a financial decision, but an emotional one. Health coverage isn’t a luxury; it’s protection against uncertainty. And in a marketplace where networks, formularies, and deductibles change every year, trust is the one constant families should never compromise.

When comparing ACA plans this fall, ask yourself three key questions:

• Does this plan have a proven track record of service and stability?

  A cheaper premium doesn’t help if customer service vanishes when you need care. You want to ensure the plan will not abandon you when you need it the most.

  
  

• Will my doctors and hospitals stay in-network?

  Continuity of care is critical, especially for chronic conditions or specialized treatment.

  
  

• Are claims handled fairly and efficiently?

  Delays and denials cost more than money; they cost peace of mind.

  
  

Open Enrollment runs November 1 through January 15, but waiting until the last minute is risky. Plans, networks, and subsidies can change quickly. Take the time to compare not just prices, but partners. Because the right plan isn’t about saving money this month, it’s about safeguarding your health and your family’s future.

In the end, Price may still be King, but trust is the crown. Choose both — and you’ll have coverage that truly works for you.