Why the 2026 Open Enrollment Period Matters for Your Book of Business

The Medicare Advantage Open Enrollment Period (OEP) runs January 1 through March 31, 2026. It’s a short window, but it can have a big impact on how your book of business performs this year. With updated plan designs, benefit tweaks, and shifting member costs, every decision a beneficiary makes matters more than ever.

For agencies, OEP is the perfect chance to connect with members, clarify their options, and make sure they’re in a plan that fits their needs. It’s not just about signing up more people—it’s about placing them where they belong. The right match helps keep medical loss ratios steady, reduces surprises down the line, and builds trust with both members and carriers.

Carriers feel these shifts across the entire book. Enrollment patterns during OEP can change risk exposure, revenue projections, and operational demands. Those who focus on alignment rather than just volume enter the year with a more predictable, stable portfolio.

Think of OEP as more than a three-month enrollment window. From January 1 to March 31, 2026, it’s your opportunity to guide members wisely, lean on data to make smarter decisions, and set up your book of business for success all year long.