ACA Marketplace Health Insurance in Wisconsin
Wisconsin residents shop for marketplace health insurance through Healthcare.gov. Whether you live in Milwaukee, Madison, Green Bay, Kenosha, Racine, or a rural county, an independent broker can pull every plan available in your ZIP code at no cost. Open Enrollment runs November 1 through January 15, with coverage effective January 1 for enrollments completed by December 15.
Wisconsin did not expand Medicaid under the standard ACA framework, but the state operates BadgerCare Plus, which covers adults earning up to 100% FPL. Residents earning 100%–138% FPL are directed to the ACA marketplace and qualify for premium tax credits. An independent broker helps you determine whether BadgerCare Plus or a marketplace plan is the right fit.
ACA Carriers Available in Wisconsin (2026)
Wisconsin offers a range of marketplace carriers across its 72 counties:
- Quartz Health Plan — A Wisconsin-based cooperative available in south-central Wisconsin, including the Madison metro area. Offers HMO plans with strong local provider networks.
- Common Ground Healthcare Cooperative — Available in the Milwaukee metro area and southeastern Wisconsin. Member-owned nonprofit with competitive Silver plans.
- Medica — Available in many Wisconsin counties, including both metro and rural markets. Offers multiple plan tiers.
- Molina Healthcare — Available in select Wisconsin counties for lower-income households and those transitioning from BadgerCare Plus.
- WPS Health Insurance — Wisconsin-based carrier with availability in many counties statewide.
Plan availability is highly county-dependent in Wisconsin. Rural counties in the northern part of the state may have limited carrier options. An independent broker identifies all plans available at your address.
Wisconsin-Specific Subsidy Notes
Wisconsin residents earning 100%–400% FPL are eligible for ACA premium tax credits, with enhanced subsidies under the Inflation Reduction Act extending above 400% FPL. Because Wisconsin didn't take full Medicaid expansion, residents at 100%–138% FPL access coverage through the marketplace rather than Medicaid, meaning they qualify for subsidies at lower income levels than residents in expansion states.
Silver plan cost-sharing reductions (CSRs) are available for Wisconsin residents earning 100%–250% FPL and require selecting a Silver plan to activate. CSRs can substantially reduce deductibles and copays at lower income levels.
Self-Employed in Wisconsin?
Self-employed Wisconsin residents — freelancers, LLC owners, sole proprietors, S-corp owners, and 1099 workers — can deduct 100% of health insurance premiums on Schedule 1 of Form 1040. This above-the-line deduction reduces adjusted gross income, lowering your tax bill and potentially improving marketplace subsidy eligibility. See our guides for LLC owners, sole proprietors, and self-employed professionals.