The upcoming Annual Enrollment Period (AEP) will bring more disruption than usual to the Medicare Advantage (MA) market.  Service Area Reductions (SARs) are impacting millions of beneficiaries across the country, and as an agent, your role as a trusted advisor has never been more important.  Here’s what you need to know about the scale of these changes, how to message them to your clients, and the options available for those affected.

The Impact: Millions of Beneficiaries Affected

Service Area Reductions are not a minor adjustment; they represent one of the largest waves of plan changes in recent years.  Early reports estimate:

• 600,000+ impacted by UnitedHealthcare (UHC)
• 550,000+ impacted by Humana
• 400,000+ impacted by Aetna (who has suggested up to 10% of their membership may be affected)

In total, 1.5-2 million beneficiaries could lose their current MA plan coverage heading into 2026.  For many of these individuals, you may be the first – and only – trusted profession who can help them navigate their next steps.

SEP: Contract Non-Renewal

When an MA plan terminates its contract or withdraws from an area, a Special Enrollment Period (SEP) is triggered.

• The SEP for contract non-renewals begins December 8th and runs through the last day of February.
• During this window, affected beneficiaries can choose a new plan without being locked into the traditional AEP dates.

Understanding this timeline ensures you can guide clients who miss AEP but still need coverage options after their plan ends.

Guarantee Issue Rights for Medigap

One of the most overlooked aspects of SARs is the Guarantee Issue (GI) rights they unlock for Medigap coverage.

Beneficiaries leaving a terminated MA Plan have the right to purchase certain Medigap policies without medical underwriting if:

• Their plan is leaving Medicare.
• Their plan stops providing care in their service area.
• They move out of their plan’s service area.

Important Notes for Agents:

• Clients only have these GI rights if they return to Original Medicare (not if they enroll in another MA plan).
• Eligible Medigap plans include: Plans A, B, C, D, F and G (C & F available to those eligible for Medicare before Jan. 1, 2020; G available to those eligible after Jan. 1, 2020).
• Applications must be submitted within 60 days before MA coverage ends and no later than 63 days after coverage ends.
• Medigap coverage cannot begin until the client’s MA plan ends.

This window is critical – helping your clients understand it could protect them from being locked out of Medigap later.

Marketing Rules: What You Can and Cannot Do

CMS has strict guidelines on how and when agents can communicate SARs to clients:

• Do not notify affected clients of plan termination before October 1st.
• Once the window opens, you can begin outreach.  We provide ready-to-use tools, including provider disruption flyers, postcards, and social media templates through our ProShop Plus.
• Provider flyers are especially effective, allowing you to partner with doctors and clinics to assist patients losing coverage, positioning yourself as the go-to solution.

What Agents Should Do Now

1. Prepare Your Book of Business:  Identify which of your clients may be impacted by SARs so you’re ready to reach out on October 1st.  You can view many of the carriers’ 2026 First Looks on the JSA Agent Resource Center.
2. Educate Yourself on GI Rights:  Many agents overlook Medigap opportunities – make sure you can confidently explain the benefits and deadlines to clients.
3. Leverage JSA Marketing Support: Use ProShop Plus materials to quickly and compliantly get in front of affected clients.
4. Partner with Providers: Becoming a resource for local doctors and clinics can open new opportunities while helping patients stay connected to trusted care.

Service Area Reductions represent a significant challenge for beneficiaries, but also a chance for agents to step in and provide stability during a time of uncertainty.  By understanding the rules, timelines, and opportunities available, you can not only retain your current clients but also attract new ones who need guidance.

At JSA, we’re here to equip you with the resources, tools, and strategies to succeed.  Let’s turn this disruption into an opportunity to strengthen your relationships and grow your business.