For a few years, Medicare Advantage “extras” did a lot of the heavy lifting in sales conversations. Flex cards, OTC, food, transportation, dental/vision allowances, gym memberships — clients loved the idea of “more for less,” and carriers leaned into it.
Over the 2025 and 2026 plan cycles, we’ve seen a clear shift: many of those extras are smaller, more conditional, more limited, or less consistent year over year. Plans are still plentiful in many markets, but the “perk-first pitch” is getting riskier — because it’s more likely to create disappointment at renewal.
At the same time (and this is not new to any broker reading this), the market has also been shaped by two other realities that have been hitting hard the last couple years:
- Service area reductions / plan exits that force members to shop
- Non-commissionable ($0-comp) plans and commission variability that change the business math for brokers
This isn’t a “sky is falling” post — it’s a “here’s how to stay sharp and stay profitable while still doing right by clients” post.
What clients are noticing right now
Clients are coming in with things like:
- “My flex card doesn’t go as far as it used to.”
- “I thought transportation was included — turns out it’s limited.”
- “Dental is there, but the allowance changed.”
- “That benefit is only for certain conditions now.”
Translation: extras still matter, but they’ve become more of a trade-off conversation than a clean selling point.
Why carriers are trimming extras (the simple version)
You don’t need to go full policy-wonk with clients. Here’s the broker-friendly explanation:
- Medical costs/utilization rise → carriers protect core benefits first
- Margins matter more → As utilization and regulatory costs increase, carriers are adjusting supplemental benefits while protecting core medical coverage.
- Regulatory guardrails tighten → some nonmedical benefits become more targeted/eligibility-driven
The local-market disruption brokers have been living with
National headlines don’t capture what you see county-by-county:
- Some areas keep a ton of options.
- Other areas see plan reductions, carrier exits, benefit volatility, and “surprise” disruption at renewal.
That reality is why brokers are increasingly reintroducing Medigap + PDP comparisons even for clients who “always loved MA.”
The commission reality: non-commissionable change how we serve
A growing pain point in recent years has been the presence of non-commissionable MA plans (and broader commission strategy shifts that vary by carrier, plan type, and geography). The practical impact is simple:
Some plans compensate brokers differently, including certain plans with limited or no commission. Recommendations must always be based on client fit first.That doesn’t mean the client doesn’t deserve help — it means brokers need a compliant, professional way to keep serving without pretending this is still 2019.
How TAIA brokers win anyway (without sounding tone-deaf)
1) Lead with what won’t evaporate overnight
Reorder the conversation:
- Doctors & hospitals
- Rx coverage + restrictions
- MOOP + copays (the “bad year” scenario)
- Then extras (with expectations set clearly)
Extras can be a tie-breaker. They can’t be the foundation.
2) Explain benefit changes without overpromising
A clean talk track:
“Plans adjust extra benefits year to year based on costs and funding. We’ll focus first on access and affordability — then we’ll look at which extras are still meaningful for you.”
3) Build a Plan B every time
With service area reductions and plan exits, you win trust by having a backup ready:
- Medigap + PDP comparison
- underwriting reality check (when applicable)
- timing strategy
Even when they stay on MA, having the alternative earns retention.
4) Treat nonmedical benefits like targeted tools — not promises
Food/transportation/home supports are increasingly eligibility-driven. Best framing:
“These can be great when they fit — but they’re often conditional. We’ll verify details and eligibility before we count on them.”
5) Shift retention from “AEP only” to year-round guidance
If the market is more volatile, retention is the stabilizer:
- set expectations at enrollment
- document comparisons and client priorities
- proactive touchpoints so renewals don’t feel like a surprise
6) Where Trusted Medicare Answers Membership fits (when commissions aren’t an option)
When traditional compensation isn’t available, one way to keep serving clients without compromising the recommendation is offering an optional Trusted Medicare Answers Membership that supports a more consultative model.
Position it like this:
- It’s for clients who want ongoing support and guidance, especially in years when plan choices are messy (plan exits, benefit shrinkage, network changes, prior auth headaches, Rx changes, etc.).
- It helps the broker provide year-round service — not just a one-time enrollment moment.
- It’s separate from any specific carrier plan and not required to enroll in or keep a Medicare plan.
Compliance guardrails to keep it clean:
- Never frame membership as required, and never tie it to “getting” a plan or a benefit.
- Keep plan recommendations based on fit (doctors/meds/cost), regardless of whether someone is a member.
- Make the membership about education, navigation, and ongoing support.
Bottom line
MA isn’t dying — it’s maturing under pressure. The brokers who thrive in 2026 are the ones who:
- stop leading with perks,
- stay flexible across MA and Medigap/PDP,
- track county-level changes like it’s their job,
- and offer a professional, compliant way to keep serving clients even when compensation is unpredictable.