PLANO, Texas — As open enrollment approaches, a growing number of Texans are skipping the do-it-yourself route and working with a licensed health insurance broker instead. The reason is simple: broker help costs nothing extra, and in a state with the most complex and costly coverage landscape in the country, expert guidance is paying off.
Texas continues to lead the nation in the share of residents without coverage. In 2024, 16.7% of Texans, roughly 5.1 million people, were uninsured, the highest rate of any state, according to U.S. Census data. That is nearly one in five children in some age groups going without a health plan.
Custom Health Plans, a Plano-based brokerage with more than 30 years in the Texas market, says much of that gap comes down to confusion and cost, both of which a broker can help solve.
What a health insurance broker actually does
A broker is a licensed professional who compares plans across multiple carriers, explains the trade-offs, and handles enrollment. Unlike a single-company agent, a broker is not tied to one insurer, so the goal is to match each client to the right plan rather than sell a specific product.
Working with a custom health plans broker in Texas typically covers three things:
- Comparison across carriers. Plans from Cigna, Humana, Blue Cross Blue Shield, Aetna, and UnitedHealthcare are reviewed side by side.
- Plan-to-need matching. Coverage is chosen around a client’s doctors, prescriptions, and budget, not just the lowest premium.
- Year-round support. Help continues after enrollment, from claims questions to renewals and life changes.
The cost question, answered
A common misconception keeps people from calling a broker: the fear that it costs money. It does not. Broker compensation is built into the plan premium set by the carrier, so a client pays the same price whether they enroll on their own or with a broker’s help.
“You are essentially leaving free expertise on the table by not using a broker,” said a spokesperson for the firm. “We do this every day, so we catch the things people miss, like a medication that is not covered or a hospital that just left the network. That one detail can save a family thousands.”
Why local matters in Texas
Texas health insurance rules, networks, and available plans differ from other states and even from region to region. A local broker who knows the Dallas-Fort Worth, Houston, Austin, and San Antonio markets can steer clients toward carriers and networks that actually serve their area.
Custom Health Plans encourages Texans to review their coverage before each plan year rather than auto-renewing, since networks and prices change annually. The firm offers free consultations to compare current coverage against available options.
About Custom Health Plans
Custom Health Plans is a licensed health insurance brokerage in Plano, Texas, serving individuals, families, the self-employed, and small businesses statewide. With more than 30 years of experience and access to the country’s leading carriers, the firm helps Texans compare plans and enroll in coverage that fits their needs and budget. Learn more at customhealthplans.com or call (469) 361-4032.