Something you should know:

If a new health care start-up says they will help you find the right plan for you, they are selling you insurance.

It might seem obvious, but they disguise themselves well. They call themselves advocates, but really they work for the insurance companies. Unless they are state or federal marketplaces or nonprofit, government sponsored navigators, they get paid through commissions, just like any broker. They are just new kinds of brokers with fancy websites.

Keep this in mind: ACA-compliant health insurance plans all have the same essential benefits by law and follow the same basic rules. So, there really isn’t that much to customize after all. What you need to decide on is something none of them will tell you honestly.. do you want to spend more time and less money or more money and less time? Oh, and a few tax implications. (Is that $300 gym membership credit worth more than the $2000 increase in premiums for the year? That should be an easy one.)