As the Open Enrollment deadline approaches, HSA for America sees record demand from consumers seeking affordable healthcare alternatives before time runs out.
FORT COLLINS, CO – November 30, 2025 – HSA for America is experiencing a dramatic spike in consultation requests as the Open Enrollment deadline rapidly approaches.
With just weeks remaining, thousands of Americans are rushing to explore healthshare plans, Direct Primary Care options, and HSA-qualified coverage before their window to enroll closes for the year.
The surge reflects a growing trend: consumers waiting until the final weeks to make critical healthcare decisions, often driven by confusion, overwhelm, or procrastination in the face of rising premiums and complex insurance options.
“Every year, we see this pattern,” said Wiley Long, President of HSA for America. “People know they need to act, but the complexity of traditional insurance makes them freeze. Then suddenly it’s November, and they realize they’re running out of time.”
Why Consumers Wait Until the Last Minute
Open Enrollment is the annual period when Americans can enroll in or change their health insurance coverage. For traditional health insurance plans, the deadline is December 15, 2025, for coverage starting January 1, 2026.
Those who miss that deadline have one final opportunity to enroll by January 15, 2026, for coverage beginning February 1. However, healthshare plans offer more flexibility, with enrollment available as late as December 31, 2025, for January coverage.
Despite months of advance notice, many individuals and families postpone their healthcare decisions until the deadline looms. According to recent surveys, nearly 40% of Americans report feeling overwhelmed by healthcare choices, leading to decision paralysis and last-minute scrambling.
The consequences of missing the deadline can be severe. Without coverage secured during Open Enrollment, most people must wait an entire year for the next enrollment period—unless they qualify for a Special Enrollment Period due to major life changes like marriage, birth, or job loss.
“Procrastination is understandable when you’re faced with dozens of confusing plans and fine print,” Long added. “But waiting too long means settling for whatever’s left, or worse—going without coverage at all.”
HSA for America’s team of Personal Benefits Managers helps cut through that confusion with clear, personalized guidance tailored to each client’s needs and budget.
Responsive Capacity Despite High Demand
Despite the surge in consultations, HSA for America has expanded its capacity to meet demand. The company recently added three new Personal Benefits Managers to ensure every client receives timely, one-on-one support—even during the busiest weeks of the year.
“We’ve built our team specifically for moments like this,” Long said. “When people finally decide it’s time to take action, we’re ready to help them find the right solution—fast.”
HSA for America offers same-day and next-day consultations throughout Open Enrollment, with extended availability during the final weeks.
Clients can speak directly with experienced advisors who specialize in healthshare plans, Direct Primary Care memberships, and HSA-compatible coverage.
Unlike traditional insurance brokers, HSA for America focuses on alternatives that offer transparency, affordability, and flexibility—often saving families up to 50% compared to conventional health insurance premiums.
“We’re not just here to enroll people in a plan,” said Theresa Meigs, Personal Benefits Manager. “We’re here to help them understand their options and feel confident about their choice, even if they’re making it at the last minute.”
Compare Pricing on the Best HealthShare Plans Available
Understanding Your Deadline Options
Not all healthcare coverage options operate on the same timeline, and understanding these differences can make all the difference for last-minute enrollees.
Traditional health insurance through the Marketplace requires enrollment by December 15 for January 1 coverage, or January 15 for February 1 coverage. Miss both deadlines, and consumers face a year-long wait unless they qualify for special circumstances.
Healthshare plans, however, offer more flexibility. These community-based alternatives allow enrollment as late as December 31, 2025, for coverage beginning January 1, 2026—giving procrastinators valuable extra time.
“That extended deadline for healthshare plans is a lifeline for people who missed the traditional insurance cutoff,” said Long. “It means you still have options, and you don’t have to compromise on quality or affordability.”
The Cost of Waiting
While HSA for America remains available to help last-minute enrollees, waiting comes with risks. As the deadline approaches, appointment availability tightens, plan options may become limited, and the pressure to make a hasty decision increases.
Consumers who act now have the advantage of time—time to compare plans, ask questions, and make informed choices without the stress of a looming deadline.
“The best time to enroll was a couple weeks ago,” Long said. “The second-best time is right now.”
For individuals still on the fence, the message is clear: don’t let another year go by with the wrong plan—or no plan at all.
Take Action Before It’s Too Late
HSA for America encourages anyone still weighing their healthcare options to schedule a consultation immediately. Whether exploring healthshare plans, Direct Primary Care memberships, or HSA-qualified coverage, the company’s Personal Benefits Managers are standing by to provide expert guidance.
Contact HSA for America today to see how their Personal Benefits Managers make the difference—before time runs out.
About HSA for America
HSA for America is a leading independent health insurance advisor specializing in Health Savings Accounts (HSAs), healthshare plans, and DPC solutions for individuals, families, and small businesses. Committed to empowering consumers with cost-effective healthcare options, HSA for America provides personalized guidance and continuous support through dedicated Personal Benefits Managers.
Wiley is President of HSA for America. He believes that consumers should have choice and price transparency, so they can make the best healthcare decisions for their needs. Read more about Wiley on his Bio page.
