Why AEP 2027 Could Put More of Your Book at Risk

Clients do not always leave because they had a bad experience.

Sometimes, they leave because they feel confused.

They receive an Annual Notice of Change and do not understand what it means. They hear about new prescription drug costs or benefit changes but are unsure whether those changes affect them. They see an advertisement that sounds better than their current coverage.

Then another broker offers to review their options.

When you have not communicated recently, that new person may feel like the easier source of help.

AEP retention starts by staying visible before uncertainty turns into action.

Your clients should know:

• You are still available to help them.
• You can explain plan information in plain language.
• They have a clear way to contact you.
• You will help them understand their options without pressure.

The goal is not to contact clients constantly.

The goal is to make every communication useful.

Use our AEP preparation checklist to organize your outreach, certifications, and marketing so you can stay visible and prepared before the season begins.  

1. Send a Pre-AEP “I’m Still Here” Reminder

Do not assume every client remembers your name, phone number, or role in helping with their coverage.

Many clients receive stacks of Medicare-related mail throughout the year. Your business card may be tucked away in a drawer. Your phone number may not be saved.

A short pre-AEP message can reestablish the relationship before the season becomes noisy.

AGA’s Retention Letter Program can make this outreach easier. Through the program, personalized letters are mailed on your behalf to help you reconnect with your book, strengthen client relationships, and encourage important conversations before or during AEP.

• AGA offers two campaign options:
• The Here for You Campaign supports early client engagement in September.
• The AEP Retention Letter Campaign is designed to support retention and engagement during the October AEP window.

AGA Agents, reach out to your Field Sales Director to enroll in this program. Not partnered with AGA? Connect with our team to learn how AGA’s retention resources can help you stay visible, strengthen client relationships, and protect your book during AEP. 

Keep the message educational and simple.

Remind clients that:

• You are still available as their licensed insurance resource.
• AEP runs from October 15 through December 7.
• They may receive important notices and plan documents.
• They can contact you when they have general questions.
• You will be available to help them review their coverage at the appropriate time.

Before October 1, communications should remain educational and should not include prospective plan-year benefits, premiums, cost sharing, plan comparisons, rankings, or recommendations. Marketing for the upcoming plan year may begin October 1, but applications for coverage effective in the new plan year cannot be solicited or accepted until October 15.

This is not the time to pressure clients or promote a specific plan.

It is simply a reminder that they already have someone they can turn to for clear, compliant guidance.

2. Explain the ANOC in Plain English

The Annual Notice of Change can be difficult for clients to understand.

It may include information about premiums, copays, deductibles, drug coverage, provider networks, and supplemental benefits. Even when clients read the document, they may not know which sections deserve the most attention.

That creates an opportunity to educate.

Instead of telling clients to “review their ANOC,” explain what they should look for.

Encourage them to check:

• Monthly premium changes
• Primary care and specialist copays
• Hospital and emergency care costs
• Prescription drug coverage
• Pharmacy network changes
• Provider network changes
• Deductibles and maximum out-of-pocket costs
• Dental, vision, hearing, transportation, or other supplemental benefits

Give clients permission to ask questions.

They do not need to understand every page on their own. Your role is to help make the information easier to evaluate.

Education builds trust.

A rushed sales message creates pressure. A clear explanation creates confidence.

3. Tell Clients Exactly How to Reach You During AEP

One of the simplest retention mistakes is making it difficult for clients to get help.

A client should not have to search through old emails, guess whether they should call, or wonder when they will hear back.

Before AEP begins, send a clear contact message.

Include:

• Your preferred phone number
• Your email address
• A scheduling link, when available
• Your expected response process
• Any information they should have ready
• Instructions for urgent questions

You can also explain that AEP is a busy time and that appointments may fill quickly.

A clear schedule can help you stay responsive without overbooking yourself. Use The Big Boss Calendar to map client reviews, follow-ups, outreach, and other AEP priorities before your calendar fills up. 

Clear expectations reduce frustration.

They also make you appear organized, prepared, and reliable.

Make scheduling easier

Consider offering a few simple appointment options:

• Phone review
• Virtual appointment
• In-person meeting
• Scheduled office hours
• Group educational session

Marketing and client communication are not one-size-fits-all. Some clients want a phone call. Others prefer email or an in-person conversation.

Give them an easy path that fits their comfort level.

4. Prioritize High-Risk Clients First

Not every client needs the same level of outreach.

Some may have minimal changes and feel comfortable with their current coverage. Others may be facing changes that require a closer review.

Trying to contact everyone in the same way can waste time and cause urgent situations to be missed.

Instead, divide your book into priority groups.

Priority 1: Major coverage concerns

Contact these clients first.

This group may include people affected by:

• Plan termination
• Service area changes
• Major provider network changes
• Significant premium or cost-sharing increases
• Important prescription coverage changes
• Loss or reduction of a frequently used benefit

Priority 2: Meaningful changes that require review

These clients may not need to change coverage, but they should understand how their costs or benefits could be affected.

This group may include people with:

• Multiple prescriptions
• Frequent specialist visits
• Ongoing treatment needs
• Chronic health conditions
• Preferred doctors or hospitals
• Previous concerns about affordability

Priority 3: Routine annual check-in

These clients may only need a brief review or confirmation that they are comfortable with their current coverage.

They still deserve communication.

A short check-in can prevent them from feeling overlooked while allowing you to focus more time on clients with urgent concerns.

Prioritization is not about deciding who matters most.

It is about giving each client the level of support their situation requires.

5. Send a Post-Appointment Recap

AEP appointments can include a lot of information.

Clients may hear about premiums, copays, prescriptions, networks, benefits, enrollment dates, and next steps during a single conversation.

Even when the meeting goes well, details can be forgotten.

A short post-appointment recap can reduce uncertainty and help clients feel more confident about what comes next.

Include:

• The date of the appointment
• What was reviewed
• Whether the client decided to stay or make a change
• The expected effective date, when applicable
• Documents or identification cards to watch for
• Any actions the client needs to take
• Your contact information for follow-up questions

Keep it clear and easy to scan.

The recap should support the conversation, not replace required carrier documents or official plan materials.

6. Close AEP With a Thank-You Message

December 7th should not be the last time your clients hear from you.

A simple thank-you message can close the season on a positive note and prepare clients for what happens next.

Your message can include:

• Appreciation for their trust
• A reminder of when new coverage begins
• Information about upcoming plan materials
• Guidance on what to do if an identification card does not arrive
• Instructions for contacting the carrier
• A reminder that you remain available

The enrollment may be complete.

The relationship is not.

7. Schedule a Post-AEP Review or Additional Needs Conversation

Retention should continue beyond AEP.

Once the busiest season ends, invite clients to reconnect for a broader review, when appropriate and compliant.

This conversation may include:

• Confirming that new plan materials arrived
• Updating contact information
• Reviewing preferred communication methods
• Answering questions about using benefits
• Scheduling a midyear check-in
• Discussing other products you are licensed and authorized to offer
• Identifying additional household needs

Keep the conversation focused on service.

Do not force a cross-sell simply because an opportunity exists.

Ask questions. Listen. Educate.

A client who does not need an additional product today may still remember that you took the time to help.

Leads and client relationships remain valuable even when they do not produce an immediate sale.

Be careful with referrals

Clients may offer the name of a friend or family member who needs help.

That does not automatically give you permission to contact that person.

A safer approach is to give your client your contact information and ask them to share it. The referred individual can then reach out directly or provide valid permission to be contacted.

Compliance always matters, even when the introduction feels informal.

How Often Should You Contact Clients During AEP?

There is no perfect number of messages for every book.

The right frequency depends on:

• The client’s needs
• The level of plan change
• Their communication preferences
• Whether an appointment is required
• Applicable CMS, carrier, and communication requirements

A practical retention sequence may include:

1. Pre-AEP relationship reminder
2. ANOC education message
3. Appointment or contact instructions
4. Priority outreach when plan changes require attention
5. Post-appointment recap
6. End-of-AEP thank-you
7. Post-AEP follow-up

Each message should have a clear purpose.

More communication is not always better. Relevant communication is better.

AEP Retention Starts Before a Client Considers Leaving

Retention is not about convincing unhappy clients to stay at the last minute.

It is about creating a client experience that makes shopping around feel unnecessary.

Clients are more likely to remain connected when they:

• Remember who you are
• Know how to reach you
• Receive clear explanations
• Feel heard
• Understand what happens next
• Know you will still be available after AEP

You do not need a complicated marketing system to improve retention.

You need a consistent one.

Start with one message. Build a simple schedule. Prioritize clients who need help most.

Confidence matters more than perfection.

Protect the Book You Worked Hard to Build

New sales matter.

So do the clients who already trust you.

A thoughtful AEP retention plan helps you stay visible, reduce confusion, and strengthen relationships before competitors have the opportunity to step in.