Why Medicare Agents May Not Recommend the Best Plans for 2025

Choosing the right 2025 Medicare Part D prescription drug plan or Medicare Advantage plan before open enrollment closes on Dec. 7 can be daunting. According to an eHealth survey, 88% of beneficiaries find the process confusing and overwhelming. Recent developments in the insurance industry may make it even more challenging.

Although 96% of Medicare Advantage and Part D plans work with agents, some insurers—like Aetna, Centene (Wellcare), Cigna, Elevance (Anthem), Humana, and UnitedHealthcare—have stopped paying commissions on select plans in certain markets.

Which Insurers Have Cut Commissions?

Centene, the largest Part D insurer, no longer pays commissions on its standalone Part D plans. Aetna and Cigna have eliminated commissions for some new Part D plans, while Aetna, Cigna, Elevance, Humana, and UnitedHealthcare have done the same for certain Medicare Advantage plans.

“This is not a decision that we took lightly, but it was the right thing to do,” Elevance CFO Mark Kaye said at the UBS Healthcare conference, according to Modern Healthcare.

The shift leaves agents in a tough spot. Many Medicare shoppers rely on agents or brokers—independent professionals paid by insurers to guide beneficiaries through plan options. Yet, when commissions are removed, agents face reduced financial incentives to recommend those plans.

What It Means for Medicare Shoppers

The lack of commission payments can lead to a phenomenon called "steering," where agents prioritize plans that pay them over those best suited for their clients.

“Unfortunately, brokers’ and agents’ financial incentives are not transparent to beneficiaries,” says Gretchen Jacobson, VP of Medicare at the Commonwealth Fund. She warns that when agents aren’t compensated, beneficiaries may not hear about the most suitable options.

Mark Squires, a Kansas City-based agent known as the "Medicare Whisperer," echoes this concern: “Agents are going to be tempted to not mention the plans where they’re not going to get paid.”

Agents who forgo commissions to recommend non-compensated plans also face limitations. Without contracts with the insurers, they may lack access to policy details, making it harder to assist clients with pre-authorization issues or appeals.

Why This Year Is Especially Complex

The 2025 enrollment season brings added challenges due to major changes in Part D rules and financial pressures on Medicare Advantage plans. Insurers have restructured plans significantly, leaving beneficiaries in need of professional guidance more than ever.

“Now more than ever, people need trained professionals to guide them through their Medicare decisions,” says NerdWallet’s Elizabeth Ayoola. Yet, with agents bearing the brunt of commission cuts, seniors could end up at a disadvantage.

Efforts to Restore Fair Compensation

Insurance agent organizations have pushed back against these changes. For example, 2,000 members of Health Agents for America signed a petition urging Wellcare to reinstate Part D commissions, arguing that fair compensation is essential for agents and the seniors who depend on them.

However, these efforts have yet to yield results. Danielle Roberts, chair of the Medicare Advisory Group at the National Association of Benefits and Insurance Professionals, observes, “This year has been off the charts” in terms of commission reductions.

How Beneficiaries Can Protect Themselves

To ensure you get the best plan for your needs, ask agents if they represent all plans available in your area. Be proactive in researching plans yourself to verify options, and consider seeking advice from multiple sources.

While some agents remain committed to recommending the best plans regardless of compensation, others have drawn a line. “Our policy has always been that if a plan where we don’t get paid is what’s right for our client, that’s what we’re going to recommend,” says Squires.

The 2025 enrollment period highlights the increasing complexity of Medicare decision-making and underscores the need for transparency and advocacy to protect beneficiaries.

How Medicare Shepherd Can Help

Searching for and comparing plans can be overwhelming, but you don’t have to do it alone. Visit our Compare Your Plan page to start comparing 2025 Medicare Advantage plans available in your area! You can also schedule a meeting with a Medicare Expert in your area by visiting our Find an Agent page. Our Medicare Agents are unbiased - they show you all Medicare plans - even the ones big insurance companies don't want you to see. Learn more about Medicare Shepherd's goal of maintaining transparency here. If you'd like to view all 2025 Medicare Advantage plans in your area, visit our See All Plans page.

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