Although 39 percent of U.S. consumers say they are “somewhatknowledgeable” about the Affordable Care Act, 90 percent don't knowthe launch date of the new health insurance exchanges—a core tenetof the individual mandate requiring all Americans to obtain healthinsurance or pay a fine, according to a survey released this weekby InsuranceQuotes.com.

A major component of the ACA, the exchanges, which allowindividuals to compare and buy health insurance policies, will beavailable for online and telephone enrollments beginning Oct. 1,2013. Coverage will begin on Jan. 1, 2014.

In total, 28 percent of Americans say they are not tooknowledgeable about the ACA; 21 percent say they are not at allknowledgeable, and only 10 percent say they are veryknowledgeable.

In general, consumers' knowledge of the details of the ACA ismixed. For example:

• 40 percent expect health care reform to have a major effect ontheir lives, while 39 percent forecast a minor effect and 19percent expect no effect
• 73 percent knew that health plans cannot deny coverage based onpreexisting health conditions
• 66 percent accurately said that health plans must extendcoverage to dependent children up to age 26
• Less than half know that health plans must limit the totalamount of money patients have to pay out of pocket each year andthat health plans cannot place limits on the total dollar value ofbenefits that patients receive.

The survey, conducted by Princeton Survey Research Assocs.International, was conducted by phone with more than 1,000 U.S.adults. The complete study is available athttp://www.insurancequotes.com/health-care-reform-law

This “inconsistent understanding” means that “a lot of peopleneed to study up on health care reform and what it means tothem”—and also presents a unique opportunity for knowledgeableindependent insurance agents and brokers to lend a hand, said LauraAdams, senior insurance analyst, InsuranceQuotes.com.

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Because the ACA marketplace has been delayed for smallbusinesses for at least a year, agents' role with these customerswill remain unchanged for now, she said. However, agents andbrokers working with small businesses can serve as advisors,especially when businesses decide to opt for a penalty and drophealthcare coverage for employees, who can then shop for coverageon the marketplaces.

Although most larger companies with more than 1,000 employeesare retaining healthcare for their qualified workers, many smallerbusinesses will find it cheaper to take the $2,000 per employeefine than to offer healthcare that can cost up to $15,000 perworker, Adams said. In these cases, “agents could show employeeswhat their options are and help them fill out applications to findinsurance products on the exchange,” she said.

In fact, agents can get involved on the consumer sideimmediately by serving as “navigators” to assist individuals obtaincoverage in the 18 states that have established their own healthinsurance exchanges, Adams said. However, she cautioned that thisprocess can be “tricky” since navigator servicing fees are paidfrom federal grant money, which would preclude agents fromaccepting commissions on any insurance they help to place.

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Agents licensed in states without their own exchanges, in whichthe program reverts to the federal system, can serve as“assistors,” who can operate through contracts and collectcommissions for guiding consumers to a health plan on the federalexchange, Adams said.

Similarly, agents can also guide their business customersthrough the intricacies of the ACA, she said. Although theInsuranceQuotes.com survey polled only consumers, confusion aboutACA requirements permeates the business world, Adams said.Providing employers with education around the subject—throughface-to-face meetings, white papers or seminars—can position agentsand brokers as trusted authorities and open the door to newbusiness.

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