5 Tips for Supporting Clients through Crisis Situations

While many in our industry were debating what might happen to ACA tax credits, we were preparing for any outcome. So, when the Enhanced Premium Tax Credits (EPTC) expired on December 31, 2025, we already had a plan in place.

Originally, the EPTCs expanded subsidy eligibility to include individuals earning more than 400% of the Federal Poverty Level (FPL). This shift left many completely priced out of coverage and facing serious financial hardships.

The result was a surge in disenrollments and coverage lapses. For agents who primarily serve ACA clients, the impact was real. Remember, a crisis can happen at any time, so coming up with options can be difficult or even impossible without first diversifying your product offering.

When you offer coverage like Short-Term Medical, Hospital Indemnity, Critical Illness, Accident, and other ancillaries, you can fill gaps or provide support. Although these cannot replace major medical coverage like ACA, they may provide peace of mind and financial security during uncertain times.

When a crisis occurs, whether it’s a subsidy loss, job loss, or anything that disrupts affordability, it’s your goal to find a solution. Having a broader product portfolio may give you more options and possible solutions.

While you’re helping your clients through a crisis, here are 5 best practices to help you stay one step ahead, reduce confusion, and provide steady guidance when it matters most. Be proactive rather than reactive.

#1: Act Now – Don’t Wait for Your Clients to Call You
When a crisis impacts your clients, don’t wait for them to reach out. In these situations, clients may feel overwhelmed, alone, or unsure who to trust, and if they perceive their agent as unresponsive, they may look elsewhere for guidance.

When it’s something out of their control, reassure them that they didn’t do anything wrong. Avoid going down a rabbit hole or placing blame anywhere or on anyone. Instead, work on providing solutions that give them peace of mind.

Remember, annual check-ins alone are not enough; timely outreach is critical. Some clients may be confused by a change in a subsidy. If they have questions about other things, they may feel embarrassed to ask.

Reaching out is always worthwhile. Calling your clients shows you care, helps address their concerns, and reminds them that you’re there to support them. Take the opportunity to connect either by phone or in person.

Call or meet with your clients to:

● Ask if they’ve received any notices from the Healthcare Marketplace

● If so, explain what happened with their subsidy, or explain any premium increase

#2: Use Any Opportunity to Educate Your Clients

Always be honest and explain, in plain language, what happened. For example, if they lost their subsidies, explain that the ACA subsidies were temporarily expanded in 2021 to keep premiums affordable during economic uncertainty, but those subsidies have now expired.

In a crisis, responsiveness is everything. Agents who diversify their book and strengthen their skill set are better positioned to serve and retain clients. Use any opportunity to educate yourself – and your clients.

#3: Research Plan Strategies

In the subsidy cliff example, you can help your clients in a crisis by being informed and proactive. When challenges arise, be the agent who has a plan, guiding clients with clear strategies and solutions.

Here are just a few ways agents could be creative:

● Show alternate options of metal levels

○ Include benefits, deductibles, MOOP, coinsurance, etc.

TIP: In some areas, you may find a GOLD plan with a zero-dollar premium.

● Prescription coverage is critical; check formularies to ensure no surprise drug costs

● Network flexibility may save money because of broader access

● Anticipate life changes such as Social Security, job changes, marriage, new dependents, or upcoming surgeries

● Consider compliant, short-term options for temporary coverage gaps

● When shopping off-Marketplace, always provide transparency about any coverage differences compared to Marketplace plans.

● Consider a Health Savings Account (HSA) plan for tax savings.

Protecting your clients shouldn’t be a reaction, but a planned conversation. Document and maintain clear records to safeguard your clients and protect your business. With the proper support, you can turn challenges into opportunities for both your clients and your business.

#4: To Switch or Not to Switch

During a crisis, such as a subsidy cliff, switching plans may not be the right move for every ACA client. This is especially true when subsidies, income, or life circumstances are changing. Before suggesting options or making any changes, take time to review these key areas:

● Subsidy status and income changes

● Provider and prescription coverage

● Network access, referrals, and flexibility

● Special Enrollment Periods (SEP)

○ Can you offer better coverage later?

● Costs beyond monthly premiums

○ Annual deductible

○ Max Out-of-Pocket (MOOP)

○ Copays and Coinsurance

○ Prescription drugs

● Consider Off-Marketplace ACA options

● Look at Bronze, Silver, Gold, and Platinum metal levels

● Review legal temporary strategies, not permanent replacements.

The decision to switch plans should not be about finding the lowest premium, but about helping your clients find the best fit for their upcoming needs while avoiding surprises.

#5: Planning Ahead Starts Now

While the subsidy cliff created an urgent challenge for many ACA clients, it also serves as a reminder that coverage disruptions can happen at any time. The agents who retain clients build strong proactive solutions before a crisis occurs.

That starts with regular outreach, consistent plan reviews, and being prepared to respond rather than react when something changes. Subsidy eligibility can change when Marketplace data is outdated or misestimated.

Help clients update changes such as:

● Employment/job status
● Irregular self-employment income

● Social Security starting or stopping

● Household income changes

● Marketplace verification requests

The takeaway is clear. Preparation protects your clients and your business. Successful agents will be the ones who diversify their book of business and stay abreast of industry shifts. The best first step is still simple: Check in!

Want to discuss how you can layer coverage to help those clients who may otherwise fall through the cracks? 

Talk to one of our Messer Marketers about diversifying your portfolio and adding new products your clients will love.  Call us at 866-373-7604 or Visit us online!