Lucie Health Marketplace

Coverage options

Health insurance

Supplemental

Jul 23, 2026

How a smarter technology platform helps brokers spark better enrollment conversations

By The Lucie Team
Today's brokers do more than help their clients choose a health plan. You help people understand their options, make confident coverage decisions, and protect what matters most. Dental, vision, accident, hospital indemnity, and other supplemental products all play an important role in a broader benefits strategy.
For many clients, these products provide extra coverage that can be important. KFF estimates that 20 million people – 1 in 12 adults in the U.S. – owe at least $220 billion in medical debt. As healthcare costs continue to rise, clients need guidance to help them understand how their coverage works and which additional coverage may make sense for them.
Unfortunately, those conversations don't always happen. Between enrollment deadlines, plan comparisons, paperwork, and carrier-specific workflows spread across multiple systems, it's all you can do to get one client enrolled in a plan and move on to the next. Lucie Health Marketplace helps you break that cycle, by bringing ACA health and select supplemental products into a single platform. That lets you quote, compare, and enroll clients in both health insurance and supplemental coverage all in one workflow. You can also see the cost of health and supplemental coverage together in a single cart, making it easier to present the full coverage package and help your clients understand their total monthly cost before they enroll. So it’s easier to have the conversation about benefits and budget while clients are just starting to consider their coverage options.
Pictured above: Lucie Health Marketplace, where brokers can access medical, ancillary, and more – all in a single shopping experience.

How to talk about additional coverage with a client on a tight budget

A health insurance plan may help cover doctor visits, prescriptions, preventive care, and hospital services, but it does not eliminate financial risk. Deductibles, copays, coinsurance, out-of-network costs, dental care, vision care, and lost income after an accident or illness can amount to real strain.
For brokers serving cost-conscious clients, that can lead to a tough conversation. Clients may not have room in their budgets for another monthly premium, even if they see the value of additional coverage. The best approach is to help them understand the financial tradeoffs so they can make an informed decision based on their own circumstances.The Federal Reserve’s Survey of Household Economics and Decisionmaking found that only 63% of adults could cover a $400 emergency expense. For many households, even a relatively small unexpected expense can create financial hardship. That makes talking about coverage more important.
Even if they are on a tight budget, clients still want confidence that they'll be better prepared when the unexpected happens. This explains the growing demand for supplemental and ancillary products. According to Eastbridge Consulting Group, supplemental health products led voluntary benefits sales growth in 2024. Critical illness sales grew 13%, hospital indemnity and supplemental medical sales increased 7%, cancer sales rose 3%, and accident sales increased 2%.
“Instead of treating these products as separate purchases, brokers have an opportunity to help clients understand how different coverage options can work together to support their health needs and financial priorities. That belief is what inspired Lucie's multi-product marketplace approach: to make it easier for brokers to have broader coverage conversations within a single platform, rather than across multiple carrier platforms.”
Joe Donlan, president of Lucie Health Marketplace
Pictured above: With Lucie, you can explore medical, dental, vision and supplemental coverage all in one session.

The right platform turns good conversations into better outcomes

Open Enrollment is when your clients need your guidance the most, and it's your best chance to talk to them about their full range of coverage options. Those conversations strengthen trust, reinforce your role as an advisor, and can lead to long-lasting relationships. But, when health insurance, supplemental, and ancillary products live on separate platforms, every additional application, portal, and payment step makes it hard to provide the best possible experience to your clients.
Lucie's multi-product platform brings all available ACA and select supplemental products together in one place. Instead of jumping between carrier portals, re-entering client information, and juggling separate applications, brokers can guide clients through one streamlined shopping experience. The result is less frustration, better client conversations, and more time for you to focus on what matters most: growing your business.
"Brokers already know how to help clients make informed coverage decisions,” Donlan said. “Our job is to make those conversations easier. When brokers don't have to bounce between multiple platforms or revisit the same information over and over, they can spend more time doing what they do best: helping clients find coverage that fits their needs. Lucie was built to help them do that."
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