Medicare AEP 2025: What We Learned

The 2025 Medicare Annual Enrollment Period (October 15 - December 7) was one of the most competitive in recent memory. Here is what we learned and how you can prepare for AEP 2026.

Lead volume surged 22% year-over-year, driven by increased digital advertising from national carriers and a growing population of Medicare-eligible consumers. Competition for these leads was fierce, making speed-to-lead and qualification more important than ever.

Live transfers proved to be the standout channel during AEP. Agents using our live transfer program reported 40% higher close rates compared to traditional form leads. The real-time connection with an actively shopping consumer made all the difference during the compressed enrollment window.

One surprising trend was the shift toward plan comparison tools. Consumers arrived at sales conversations better informed than in previous years. Agents who adapted their approach from education-first to validation-and-guidance saw the best results.

Geographic targeting played a larger role this year. Agents who focused their budgets on specific counties where they had strong carrier relationships outperformed those who cast a wide net. Quality over quantity was the winning strategy.

For AEP 2026, we recommend starting preparation in Q2. Build your carrier portfolio, refine your scripts for informed consumers, test your CRM automations, and establish your lead budget early. The agents who plan ahead consistently outperform those who scramble at the start of the enrollment period.