A quartet of insurance industry trade groups, representing nearly 500,000 industry professionals, is voicing a joint request for a stronger statement on the U.S. Department of Health and Human Services’ web portal for consumers exploring health insurance options on the role of insurance agents and brokers.

Thomas D. Currey

The National Association of Insurance and Financial Advisors (NAIFA), The Council of Insurance Agents & Brokers (CIAB), the Independent Insurance Agents & Brokers of America (IIABA), and the National Association of Health Underwriters (NAHU) submitted a two-page letter to Kathleen Sebelius, HHS secretary, responding to a request for public comment on the new consumer portal, which must be available by July 1 under the requirements of Patient Protection and Affordable Care Act.

NAIFA President Thomas D. Currey said in a statement that his group was pleased to be part of the effort to educate HHS about “the valuable role the health insurance advisor plays in helping consumers and businesses find the right health coverage for their needs.”

Currey added that the letter and the groups’ efforts seek to ensure that HHS develops “language for the website to provide consumers access to local and personalized assistance.”

The letter promotes the unique role of insurance agents and brokers in the process of selecting health insurance.

“In an effort to protect consumers from unscrupulous and often fraudulent sales practices, we recommend the inclusion of information on how to avoid scams and receive professional assistance,” the letter said. “Detailed information on the high level of personal service, policy knowledge and accountability that distinguishes the licensed agent, broker and consultant should be included.”

The letter states that “dramatic increases in health care costs,” as well as newly enacted risk pools and tax credits, make “the licensed insurance professional an increasingly important part of the health care equation.”

Consumers and business owners “will rely on the guidance of agents and brokers regarding cost savings measures, coverage options and compliance advice,” according to the letter. The web portal should assist new consumers in understanding how to obtain assistance from and identify reputable sources.”

The letter also explains how agents are licensed and must complete continuing education requirements, carry errors and omissions insurance and have professional liability “to adequately answer all insurance-related questions posed to them by their clients.”