AEP 2026 reshuffled the MA market. While membership is down 1.2% from Dec 2025, the changes in markets that carriers are choosing to focus on are opening up real selling opportunities this year.
States with the most change
NC, TX, OK, TN, and FL are the growth markets to watch by absolute member growth. WV, KS, and KY are also worth prioritizing: while their member volumes are smaller than others, their high percentage growth signals these markets are heating up.
| State |
Dec 2025 |
Jan 2026 |
Dec 25 vs Jan 26 |
Mem growth |
| North Carolina | 1,054,062 | 1,071,104 | 1.6% | 17,042 |
| Texas | 2,189,272 | 2,203,192 | 0.6% | 13,920 |
| Oklahoma | 305,397 | 310,513 | 1.7% | 5,116 |
| Tennessee | 731,210 | 736,185 | 0.7% | 4,975 |
| Florida | 2,746,990 | 2,751,719 | 0.2% | 4,729 |
| Kentucky | 396,784 | 400,851 | 1.0% | 4,067 |
| Alabama | 542,607 | 545,859 | 0.6% | 3,252 |
| Nevada | 298,317 | 301,146 | 0.9% | 2,829 |
| Indiana | 598,265 | 601,056 | 0.5% | 2,791 |
| West Virginia | 166,939 | 169,689 | 1.6% | 2,750 |
| Illinois | 788,095 | 776,133 | -1.5% | -11,962 |
| Connecticut | 334,493 | 320,434 | -4.2% | -14,059 |
| Massachusetts | 483,617 | 469,283 | -3.0% | -14,334 |
| New Hampshire | 97,249 | 75,762 | -22.1% | -21,487 |
| California | 2,920,633 | 2,894,559 | -0.9% | -26,074 |
| Maryland | 211,726 | 184,161 | -13.0% | -27,565 |
| Idaho | 191,700 | 163,474 | -14.7% | -28,226 |
| Vermont | 36,402 | 7,016 | -80.7% | -29,386 |
| Minnesota | 651,674 | 589,577 | -9.5% | -62,097 |
| New York | 1,802,040 | 1,735,424 | -3.7% | -66,616 |
| Total | 29,521,849 | 29,179,011 | -1.2% | -342,838 |
Top 20 MA carriers by membership
Devoted Health more than doubled their membership in a single AEP and is now the 8th largest carrier in the country. Humana had a massive year too, adding nearly 1 million members and winning 15 of the top 25 fastest-growing plans by state (see below). UHC held onto the #1 spot despite losing nearly 700k members.
| Carrier name |
Dec 2025 |
Jan 2026 |
Dec 25 vs Jan 26 |
Mem growth |
Change |
| UnitedHealth Group Inc. | 8,364,307 | 7,673,589 | -8.3% | -690,718 | → |
| Humana Inc. | 5,207,943 | 6,037,109 | 15.9% | 829,166 | → |
| CVS Health Corporation | 2,865,517 | 2,688,353 | -6.2% | -177,164 | → |
| Elevance Health Inc. | 1,837,251 | 1,531,150 | -16.7% | -306,101 | → |
| Kaiser Foundation Health Plan Inc. | 1,407,462 | 1,411,875 | 0.3% | 4,413 | → |
| Centene Corporation | 962,582 | 935,891 | -2.8% | -26,691 | → |
| Health Care Service Corporation | 860,176 | 745,566 | -13.3% | -114,610 | → |
| Devoted Health Inc. | 206,489 | 431,353 | 108.9% | 224,864 | ↑ |
| SCAN Group | 311,619 | 409,211 | 31.3% | 97,592 | ↑ |
| Healthfirst Inc. | 362,276 | 365,234 | 0.8% | 2,958 | ↓ |
| MHH Healthcare L.P. | 321,274 | 330,976 | 3.0% | 9,702 | ↓ |
| Aware Integrated Inc. | 251,237 | 316,520 | 26.0% | 65,283 | ↑ |
| Highmark Health | 384,533 | 305,136 | -20.6% | -79,397 | ↓ |
| Alignment Healthcare USA LLC | 233,219 | 263,734 | 13.1% | 30,515 | ↑ |
| Lifetime Healthcare Inc. | 245,414 | 263,303 | 7.3% | 17,889 | → |
| Corewell Health | 226,431 | 250,246 | 10.5% | 23,815 | ↑ |
| Medica Holding Company | 164,215 | 237,313 | 44.5% | 73,098 | ↓ |
| Molina Healthcare Inc. | 259,237 | 232,541 | -10.3% | -26,696 | ↓ |
| UPMC Health System | 223,200 | 216,430 | -3.0% | -6,770 | → |
| Blue Cross Blue Shield of Michigan Mutual Ins. Co. | 315,159 | 210,524 | -33.2% | -104,635 | ↓ |
Top 25 fastest-growing plans
Many are in MN, NY, GA, and MI due to carrier exits and service area reductions in these states, forcing members to find new plans. If they’re not satisfied with their current plan, you may be able to help them make a change with one more month left in OEP.
| State |
Parent carrier |
Dec 2025 |
Jan 2026 |
Dec 25 vs Jan 26 |
Mem growth |
| Florida | Humana Inc. | 1,001,742 | 1,093,654 | 9.2% | 91,912 |
| California | SCAN Group | 304,618 | 390,521 | 28.2% | 85,903 |
| Minnesota | Aware Integrated Inc. | 251,237 | 316,520 | 26.0% | 65,283 |
| Texas | Humana Inc. | 432,412 | 494,827 | 14.4% | 62,415 |
| Missouri | Humana Inc. | 88,674 | 140,710 | 58.7% | 52,036 |
| Minnesota | Medica Holding Company | 59,164 | 108,493 | 83.4% | 49,329 |
| New York | CVS Health Corporation | 204,009 | 252,811 | 23.9% | 48,802 |
| Illinois | Humana Inc. | 236,414 | 280,311 | 18.6% | 43,897 |
| Arizona | Humana Inc. | 120,523 | 158,705 | 31.7% | 38,182 |
| Virginia | Humana Inc. | 171,162 | 208,371 | 21.7% | 37,209 |
| Georgia | Humana Inc. | 266,712 | 302,962 | 13.6% | 36,250 |
| Indiana | Humana Inc. | 159,666 | 192,110 | 20.3% | 32,444 |
| Michigan | Henry Ford Health System | 67,054 | 98,246 | 46.5% | 31,192 |
| Wisconsin | Network Health Inc. | 90,420 | 120,871 | 33.7% | 30,451 |
| South Carolina | Humana Inc. | 171,958 | 201,958 | 17.4% | 30,000 |
| New York | Humana Inc. | 69,551 | 98,226 | 41.2% | 28,675 |
| Georgia | Devoted Health Inc. | 7,483 | 36,143 | 383.0% | 28,660 |
| New Hampshire | Humana Inc. | 10,809 | 36,805 | 240.5% | 25,996 |
| Kentucky | Humana Inc. | 140,283 | 165,983 | 18.3% | 25,700 |
| Michigan | Humana Inc. | 175,690 | 201,035 | 14.4% | 25,345 |
| Arkansas | Humana Inc. | 74,076 | 98,772 | 33.3% | 24,696 |
| New Jersey | Clover Health Holdings Inc. | 97,725 | 122,089 | 24.9% | 24,364 |
| Ohio | Devoted Health Inc. | 34,702 | 58,804 | 69.5% | 24,102 |
| Michigan | Corewell Health | 226,431 | 250,246 | 10.5% | 23,815 |
| Colorado | Humana Inc. | 82,010 | 105,224 | 28.3% | 23,214 |
Use this data to pressure-test your growth strategy — where you're focusing and which carriers you're prioritizing this year.
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