Generating high-quality Affordable Care Act (ACA) insurance leads is critical for agents, brokers, and insurance providers looking to thrive in an increasingly competitive marketplace. With the growing demand for health coverage and the complexity surrounding the ACA marketplace, attracting and converting quality leads through ACA lead generation has never been more essential. Effective lead-generation strategies like buying inbound calls help ensure a steady stream of potential customers and increase the likelihood of closing sales by targeting individuals who are most likely to benefit from ACA plans.
One powerful tool for achieving this is leveraging specialized lead generation services for ACA like BrokerCalls™. These services connect insurance brokers with pre-qualified leads through inbound calls. BrokerCall’s services streamline the process by offering verified, high-intent health insurance leads tailored to the needs of ACA providers.
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Does the ACA Increase Taxes?
The ACA increases certain taxes, particularly for higher-income individuals and businesses. Below are some key taxes introduced or increased by the ACA:
- Net Investment Income Tax (NIIT) – The ACA introduced a 3.8% tax on net investment income for individuals, estates, and trusts with higher incomes. This tax applies to individuals with a modified adjusted gross income (MAGI) over $200,000 (or $250,000 for married couples filing jointly).
- Additional Medicare Tax – The ACA raised the Medicare tax rate by 0.9% for high-income earners. This applies to individuals earning over $200,000 or $250,000 for married couples filing jointly. Wages and self-employment income above these thresholds are subject to the additional 0.9% Medicare tax, which is on top of the regular 1.45% Medicare tax, making the total Medicare tax rate for high earners 2.35%.
- Insurance Provider Fee – The ACA imposed an annual fee on health insurers based on their market share, with larger insurers paying higher fees. This fee is passed on to consumers in the form of higher premiums. Though the fee was suspended for 2019, it was reinstated for 2020 and beyond.
- Employer Shared Responsibility Payment (Employer Mandate) – The ACA includes an employer mandate requiring certain employers to provide affordable health insurance to their employees or face a penalty. Though the penalty was effectively reduced to $0 in 2019 as part of the Tax Cuts and Jobs Act, some states have their own employer mandates with penalties, which can still result in taxes for businesses in those areas.
- Surtax on High-Income Health Plans (Other States) – Some states, like California and New Jersey, have implemented their own health-related taxes, such as mandates requiring residents to obtain health insurance or face penalties. These taxes are not part of the federal ACA but align with its goals of encouraging healthcare participation.
While the ACA does raise certain taxes, these measures are primarily aimed at higher-income individuals and larger businesses to fund the law’s provisions and expand healthcare coverage. The increased taxes are part of a broader effort to reduce the uninsured rate and make healthcare more affordable for millions of Americans. However, they have been controversial, with some arguing that they burden the wealthy and businesses, while others view them as necessary for the sustainability of the healthcare system established by the ACA.
What Is the Minimum Value Percentage for ACA?
The Minimum Value Percentage (MVP) for ACA compliance refers to the required percentage of health benefits that a health insurance plan must cover to meet the ACA’s “minimum value” standard. Under the ACA, an employer-sponsored health plan is considered to provide minimum value if it covers at least 60% of the total cost of healthcare services for a standard population.
This means that the plan must pay for at least 60% of the total health expenses, while the employee would be responsible for the remaining 40%, including deductibles, co-pays, and co-insurance. The MVP determines whether the plan is sufficiently comprehensive to meet ACA requirements, ensuring that employees can access affordable coverage.
If an employer’s health plan does not meet the minimum value standard, employees may be eligible for subsidies through the Health Insurance Marketplace. Additionally, employers who fail to offer a plan meeting MVP requirements may face penalties under the ACA’s Employer Shared Responsibility Payment provisions.
The MVP helps ensure that insurance plans offer a meaningful level of coverage that protects employees from excessive healthcare costs, aligning with the ACA’s goal to make healthcare more affordable and accessible.
How Do I Calculate ACA Affordability?
To calculate ACA affordability, you must determine if the employee’s share of the premium for self-only coverage is affordable according to the Affordable Care Act’s guidelines. The ACA mandates that an employee’s contribution to the premium for their coverage cannot exceed a specific percentage of their household income.
Steps to calculate ACA affordability include:
- Find the Monthly Premium for Employee-Only Coverage – Determine how much the employee must pay monthly for self-only coverage. The cost for family or dependent coverage is not considered in this calculation.
- Determine the Employee’s Household Income – Estimate the employee’s income using their annual household income or a safe harbor method (such as W-2 wages or the Federal Poverty Level).
- Calculate the Affordability Percentage – The ACA establishes a maximum percentage at which the employee’s share of the premium can represent their income. For 2024, the premium must not exceed 9.12% of the employee’s household income.
Example: If the employee’s monthly premium is $200 and their annual income is $30,000, the total premium cost is $2,400 annually. The affordability calculation would be 2,400/30,000×100 = 8%. Since 8% is below the 9.12% threshold, the coverage is considered affordable.
If the employee’s share exceeds this threshold, the employer may be subject to penalties, and the employee may be eligible for subsidies through the Health Insurance Marketplace.
How to Get More ACA Leads?
ACA lead generation requires a strategy that combines targeted marketing, outreach, and optimization techniques.
Here are some effective ways to increase ACA leads:
- Leverage Digital Advertising – Platforms like Google Ads, Facebook, and Instagram help target individuals searching for health insurance or information on ACA plans. It’s critical ads focus on the benefits of ACA coverage and include clear calls to action.
- Optimize for SEO – A website must be optimized for keywords related to ACA plans, open enrollment, and health insurance. This helps attract organic traffic from people researching ACA options and increases visibility in search engine results.
- Engage in Content Marketing – It’s helpful to create informative blogs and videos explaining ACA plans, eligibility, and enrollment processes. This establishes authority and helps attract individuals who are actively seeking ACA-related information.
- Partner with Broker Calls Services – Consider using specialized lead generation services like BrokerCalls™, which provide verified, high-intent inbound call leads tailored to ACA insurance. These services can connect you directly with individuals actively seeking ACA plans, increasing your chances of conversion.
- Email Marketing – Build an email list and send targeted messages during key ACA enrollment periods. Include information on plan options, deadlines, and coverage benefits to encourage sign-ups.
Combining these strategies can generate more high-quality ACA leads and increase your chances of conversion.
Ready to expand your business?
BrokerCalls™ offers highly qualified inbound calls and phone leads. Reach out and get started today.
Let’s Talk
Contact BrokerCalls™ to Learn More About Our ACA Lead Generation Services
Reach out to us today to learn more about how BrokerCalls™ can help you generate high-quality ACA leads. Our specialized ACA lead generation services are designed to connect you with pre-qualified, high-intent individuals actively seeking plans. By leveraging targeted marketing and advanced data analytics, we ensure you receive leads tailored to your business needs, improving conversion rates and maximizing ROI.
Whether you’re a broker, agent, or insurance provider, our inbound call services provide the tools and support necessary to grow your client base and meet Affordable Care Act enrollment demands. Contact BrokerCalls™ at 855-268-3773 to discover how we can help streamline your lead-generation process and drive business growth.
External Sources
- Investopedia – Taxes and the Affordable Care Act
- IRS – Social Security and Medicare withholding rates
- IRS – Minimum value and affordability
Frequently Asked Questions
We have the answers you're looking for
Effective ACA lead generation combines targeted digital advertising on platforms like Google Ads, Facebook, and Instagram with search engine optimization and inbound call marketing. Ads should focus on the specific benefits of ACA coverage and include clear calls to action that encourage consumers to call for more information. Partnering with a pay-per-call provider adds an additional layer of qualification by connecting agents with consumers who have demonstrated immediate purchase intent.
Digital advertising allows health insurance agencies to target specific audiences based on demographics, location, and search behavior. Platforms like Google Ads capture consumers who are actively searching for health insurance plans, while social media ads on Facebook and Instagram reach people who may qualify for ACA coverage but have not yet started their search. Well-crafted campaigns that highlight the benefits of ACA plans and include strong calls to action drive higher-intent clicks and calls.
Under the ACA, applicable large employers must offer affordable, minimum-value health coverage to full-time employees or potentially face penalties. If an employee's share of the premium exceeds the affordability threshold, the employer may be subject to penalties and the employee may qualify for marketplace subsidies. This provision creates opportunities for lead generation because both employers seeking compliant group plans and individual employees exploring marketplace options become potential prospects.
Relying on a single channel for ACA lead generation leaves agencies vulnerable to fluctuations in any one traffic source. Combining strategies like paid search, social advertising, content marketing, and pay-per-call creates a diversified pipeline that produces more consistent lead flow. Each channel reaches consumers at different stages of their decision-making process, maximizing the total number of qualified prospects entering your sales funnel.
Pay-per-call provides a direct pipeline to consumers who are actively seeking health insurance coverage and have taken the step of initiating a phone call. This channel delivers some of the highest-intent leads available because the consumer is ready to have a conversation about plan options. For ACA-focused agencies, pay-per-call is particularly valuable because it connects agents with prospects during the critical moments when enrollment decisions are being made.
Agencies must ensure that all advertising and outreach materials comply with ACA regulations, TCPA requirements, and CMS marketing guidelines. This includes obtaining proper consent before contacting leads, using accurate plan information in marketing materials, and working only with publishers who follow compliant lead generation practices. Partnering with a provider like BrokerCalls that prioritizes compliance across its entire publisher network mitigates regulatory risk.
Key metrics include cost per lead, cost per acquisition, call-to-conversion rate, average call duration, and overall return on investment by lead source. Tracking these metrics over time reveals which channels and campaigns are producing the best results and where adjustments are needed. Real-time reporting from your lead provider should supplement your own CRM data to give a complete picture of campaign performance.
Agencies can refine their targeting by focusing on demographic segments most likely to need ACA coverage, such as young adults, self-employed individuals, families with moderate incomes, and people experiencing qualifying life events. Digital advertising platforms allow precise audience targeting based on age, income, location, and interest signals. This specificity ensures that marketing spend is directed at the consumers most likely to need and purchase ACA plans.
Real-time lead delivery is critical for ACA campaigns because consumers shopping for health insurance are often comparing multiple options simultaneously. Agents who connect with prospects immediately have a significant advantage over those who follow up hours or days later. Real-time inbound calls ensure the agent is speaking with the consumer at the peak of their interest, which dramatically improves the likelihood of closing the sale.
BrokerCalls delivers high-quality ACA leads through its pay-per-call network, connecting agencies with consumers who are actively seeking health insurance coverage. The company works with vetted publishers to ensure every call comes from a compliant source with documented consumer consent. Dedicated account managers help agencies optimize their campaigns for maximum performance throughout open enrollment and beyond.
