The Private Health Marketplace
Private Health Insurance. Without the Lead-Form Games.
Research private health coverage, compare what is actually available in your state, and explore real plans and real prices — before you give anyone your name, your phone number or your email. Talk to a licensed agent only when you decide you want to.
Powered by USA Benefits GroupServing consumers since 1988
Start your research
No form, no phone number. Read as much as you want first — that is the point.
What is private health insurance?
The plain definition, and the several different product types that hide behind the phrase.
Read this →How it works
Application, health questions, underwriting, effective dates, claims. Start to finish.
Read this →What it costs
Real 2026 monthly rates by age and household, and what actually moves your premium.
Read this →Can I qualify?
What underwriting asks, what is workable, and what happens if you are declined.
Read this →Private health vs the ACA marketplace
A straight comparison, including when the exchange is genuinely your better deal.
Read this →Who it is for
An honest fit test — including who should not buy this.
Read this →How it works
Four steps, and a licensed agent is with you for the ones that matter.
Tell us about you
Who needs coverage, your health history, your medications and what matters most to you. About a minute. We never ask for your income.
See your real options
We match you against the plans actually available in your state and show what each one does, with age-banded pricing where the carrier publishes it.
Talk to a licensed agent
Pick the plan you want, or book a benefit consultation if you would rather talk it through. Either way a licensed AO American Benefits agent picks it up from there.
Get enrolled
Your agent confirms eligibility, answers your questions and submits the application for you. You never have to enroll yourself online.
Innovation backed by experience
The AO Private Health Marketplace is brought to you by AO American Benefits and powered by USA Benefits Group.
USA Benefits Group has been serving consumers since 1988, providing decades of insurance experience and an established national foundation behind the licensed agents helping consumers navigate their coverage options.
The AO Private Health Marketplace brings that experience into a modern way to shop for private health insurance — letting you research, compare, see available pricing, understand coverage, and connect with a licensed professional when you are ready.
Powered by USA Benefits Group
Serving consumers since 1988
Who we help
Different situations, genuinely different answers.
Ready to see your options?
About a minute. No income questions, no obligation, and no contact details required to see what fits.
Explore Private Health Options →Plans we offer
Private coverage from the carriers below — your agent matches you to the right one.
Networks
The provider networks our medical plans use.
Carrier, plan and network availability varies by state. Not every carrier or network is available everywhere — your agent confirms what is offered in your state.
Private health insurance by state
What can actually be written where you live — carrier by carrier.
Common questions
Do I have to give my phone number to see plans?
No. You can work all the way through the marketplace, see the plans that fit and read the carrier brochures without entering a name, phone number or email. You decide if and when you want to talk to somebody.
Is this Obamacare?
No. "Private health insurance" here is an umbrella term for several different structures — medically underwritten major-medical-style plans, fixed indemnity, ERISA and association coverage, short-term medical and supplemental products — sold directly with the carrier rather than through healthcare.gov. Many of them are not ACA major medical, which is exactly why they can be priced differently, and why it matters that we explain what each one is. Availability varies by state, carrier and plan.
Is private coverage always cheaper?
No. If your household qualifies for a large premium tax credit or a cost-sharing reduction on the exchange, that subsidy is very hard to beat and an exchange plan is likely your better deal. Private coverage tends to win for households that get little or no subsidy.
Can I be turned down?
Most of these plans are medically underwritten, so yes — health questions can lead to a higher rate, an exclusion, or a decline. There are also guaranteed-issue options that nobody is declined for, and the marketplace will route you there when it fits.
Can I apply at any time of year?
Generally yes. Private underwritten coverage does not use the annual open enrollment window that exchange plans use, so you can apply in any month, subject to underwriting.
Who actually enrolls me?
A licensed agent. Our agents are USA Benefits Group agents with AO American Benefits. Nobody enrolls themselves online here, and no application is submitted without you.
Ready to enroll?
A licensed AO American Benefits agent verifies eligibility and submits the application. No online bind.
256-743-5362Our agents are USA Benefits Group agents with AO American Benefits.
Explore Private Health Options →