How to Buy Health Insurance on Your Own: A Practical Guide

Buying health insurance on your own can feel confusing, especially if you’re used to getting coverage through an employer or a spouse. The good news: you have several clear options, and once you understand the basics, the process becomes much more manageable.

This guide walks you through where you can buy your own health insurance, the main types of places to look, how to compare your choices, and what to know before you enroll.

The Main Places You Can Buy Health Insurance on Your Own

When you’re shopping for individual health insurance (coverage you buy for yourself or your family, not through an employer), you generally have these options:

1. Government health insurance marketplaces (exchanges)
2. Insurance companies directly
3. Licensed health insurance brokers or agents
4. Professional or membership associations
5. Short-term or limited-benefit plans (with major caveats)

Each option works a bit differently and has its own pros and cons.

1. Government Marketplaces: Often the Best Starting Point

In many countries, and particularly in the United States, individual health plans that follow certain consumer protections are sold through a government-run health insurance marketplace (sometimes called an “exchange”).

These are especially important if you:

• Don’t have employer coverage
• Are self-employed
• Recently lost job-based coverage
• Need help paying your monthly premiums

Why marketplaces matter

Plans sold on official marketplaces must meet minimum coverage standards, such as:

• Covering a core set of essential health benefits
• Not denying you coverage due to pre-existing conditions
• Limiting how much you pay out of pocket each year for covered services

In many cases, marketplace coverage may also give you access to financial help based on your income, which can lower:

• Your monthly premium (what you pay each month for the plan)
• Your out-of-pocket costs when you get care, in some situations

👉 Key takeaway: If you want comprehensive coverage and might qualify for financial assistance, start by checking your country’s or state’s official health insurance marketplace.

2. Buying Directly From Insurance Companies

You can often buy an individual health plan directly from a health insurance company.

This usually involves:

• Visiting the company’s website
• Browsing individual and family plans
• Getting a quote and applying online or by phone

Pros of buying directly

• You may see plan options that aren’t sold on the marketplace
• You can work with the company’s own representatives, who know their products in detail
• Some people prefer dealing with one company they’re already familiar with

Cons to consider

• You typically can’t get government premium subsidies or cost reductions this way
• It may be harder to compare multiple companies side by side
• Not all direct-purchase plans follow the same rules as marketplace plans in every location

👉 Best for: People who don’t qualify for financial assistance, want a specific company, or can’t find a good fit on the marketplace and are comfortable comparing plans themselves.

3. Using a Licensed Health Insurance Broker or Agent

If you find the options overwhelming, a licensed health insurance broker or agent can help you buy health insurance on your own.

They typically:

• Ask about your health needs, medications, and budget
• Explain differences between plans and networks
• Help you apply and enroll

Independent vs. captive agents

• Independent brokers/agents: Can offer plans from multiple insurance companies
• Captive agents: Represent only one company

Pros of working with a broker or agent

• Personal guidance through confusing terminology
• Help synchronizing coverage for your whole family
• Assistance if you need to change plans later or run into problems

Things to keep in mind

• They may not show every possible option available in your area
• You’ll want to confirm they are licensed to sell health insurance where you live
• It’s reasonable to ask them whether they are independent and which companies they work with

👉 Tip: If you value support and don’t want to shop alone, using a broker or agent can be a helpful way to find and buy your own health insurance.

4. Health Insurance Through Professional or Membership Associations

Some professional organizations, alumni groups, or membership associations offer access to health coverage or group-style plans.

Examples (conceptually) include:

• Trade groups or industry associations
• Certain unions or gig-worker organizations
• Alumni or membership clubs

These arrangements vary widely. In some cases, the association simply connects you to individual plans from a partner insurance company. In others, it might offer group-negotiated plans with particular features.

Considerations with association health plans

• Look closely at what’s covered and what’s not
• Check whether the plan follows standard consumer protections for individual or group plans in your area
• Compare costs and coverage against marketplace and direct-purchase options

👉 These plans can be worth a look, but they’re rarely your only option. Treat them as one more source to compare, not the default.

5. Short-Term and Limited-Benefit Plans: Proceed With Caution

In some places, you will see short-term health insurance or limited-benefit plans advertised, sometimes at much lower monthly prices.

These might be described as:

• Short-term medical plans
• Fixed indemnity plans
• Accident-only coverage
• Hospital-only plans
• Discount plans or health sharing arrangements

Why these are different

Short-term and limited plans typically:

• Are not meant to be full replacements for standard health insurance
• May exclude pre-existing conditions
• May cap how much they pay for certain services
• May not cover care like mental health services, maternity care, or prescription drugs

They can sometimes fill a gap if you’re between jobs or waiting for other coverage to start, but they don’t usually provide the same protection as comprehensive health insurance.

👉 Important: If you’re looking for solid, long-term coverage, focus on full, major medical health plans first and treat short-term or limited plans as gap coverage only when you fully understand their limits.

Comparing Your Options: Where You Can Buy vs. What You Get

Here’s a simple overview of the main places you can buy health insurance on your own and what they typically offer:

Key Factors to Consider Before You Buy

No matter where you buy your health insurance, you’ll want to compare these core elements:

1. Monthly premium

• What you pay every month to keep your coverage active
• Lower premiums often mean higher out-of-pocket costs when you actually use care, and vice versa

2. Deductible

• The amount you must pay yourself for covered services before the plan starts paying more than a small share
• Higher deductible plans often have lower premiums but may mean larger upfront costs when you need care

3. Out-of-pocket maximum

• The maximum you’ll pay out of pocket for covered, in-network services in a year before the plan pays 100% for covered services
• This is a key protection against very high medical bills

4. Copays, coinsurance, and covered services

• Copay: A fixed amount you pay for a service (for example, a set amount for a doctor visit)
• Coinsurance: A percentage of the cost you pay (for example, 20% of a lab bill)
• Check which services are covered, including:
  • Primary care and specialist visits
  • Emergency and urgent care
  • Mental health care
  • Preventive care
  • Prescription drugs

5. Provider network

• Plans usually have a network of doctors, hospitals, labs, and pharmacies
• You’ll typically pay less if you use in-network providers
• If you have preferred doctors or facilities, check whether they’re in-network before you enroll

6. Prescription coverage

• Review the plan’s drug list (formulary) if you take regular medications
• See how your prescriptions are covered, including:
  • Which “tier” they fall into
  • Whether prior authorization or step therapy applies

How to Start the Process of Buying Your Own Health Insurance

Here’s a straightforward way to approach it:

Step 1: Clarify your needs and budget

Ask yourself:

• Who needs coverage (just you, or you and your family)?
• How often do you typically see doctors or specialists?
• Do you take regular medications?
• What’s a realistic monthly budget for premiums, and how much could you afford out of pocket in a year?

Step 2: Check the official marketplace first

• Look up your government health insurance marketplace and see:
  • What plans are available in your area
  • Whether you qualify for premium reductions or cost-sharing help

Even if you decide not to enroll through the marketplace, this gives you a baseline for costs and coverage.

Step 3: Compare with direct and broker options

• Visit a few major insurance companies’ websites to see:
  • Similar or different plan structures
  • Any off-marketplace options
• Consider reaching out to a licensed broker or agent if you feel stuck or want a side-by-side comparison.

Step 4: Double-check networks and coverage details

Before you enroll:

• Confirm that your preferred doctors and hospitals are in-network
• Review:
  • Deductible
  • Out-of-pocket maximum
  • Copays/coinsurance
  • Coverage for services you know you’ll need (e.g., mental health, pregnancy care, certain therapies)

Step 5: Enroll during the right time window

In many systems, including the U.S.:

• There is a specific open enrollment period each year
• You may qualify for a special enrollment period if you experience certain life events, such as:
  • Losing job-based coverage
  • Moving to a new area
  • Certain changes in family size

Check your region’s rules so you know when you can sign up or make changes.

Common Questions When Buying Health Insurance on Your Own

Can I buy health insurance anytime?

Often, no. Many places use:

• An annual open enrollment period, and
• Special enrollment periods tied to life events

Short-term or limited plans may be available year-round, but they usually do not provide the same level of protection.

Do I have to go through the government marketplace?

Not usually. You can often:

• Buy plans on the marketplace
• Buy directly from insurance companies
• Work with brokers or agents

However, if you want income-based financial help, the official marketplace is typically where you apply for it.

Is buying health insurance on my own more expensive?

It can feel that way if you’re used to an employer paying part of your premium. However:

• If you qualify for financial assistance, marketplace coverage may be more affordable than it first appears
• Comparing multiple options and adjusting your deductible and network choices can help you find a better balance between cost and coverage

Putting It All Together

You can buy health insurance on your own through:

• Government marketplaces, where you may get financial help and standardized protections
• Insurance companies directly, for additional plan options or specific brands
• Licensed brokers or agents, for guided help comparing many choices
• Associations or membership groups, for certain group-style or arranged options
• Short-term or limited plans, if you clearly understand they are temporary or narrow in scope

By focusing on coverage quality, total yearly costs, and provider networks, and by using the marketplace as a starting point, you can choose an individual health insurance plan that better fits your needs and budget—without having to rely on an employer or someone else’s plan.