ATLANTA — Beginning Monday, over 1.3 million residents of Georgia who purchased health insurance through the Affordable Care Act can explore new options via Georgia Access, the state’s newly established health insurance marketplace.

Enrollment in Georgia Access kicks off on Friday. This marks a significant change as Georgians will no longer have access to the federal enrollment website for health insurance.

Georgia’s Insurance and Fire Safety Commissioner, John King, stated in a press release that this development is a reflection of the dedicated efforts from their office over the last three years aimed at reducing Georgia’s dependence on the federal government for healthcare solutions.

The Affordable Care Act, which was enacted by former President Barack Obama in 2010, introduced federally subsidized health coverage referred to as “Obamacare.” In response to the ACA, numerous states have established their own marketplaces to facilitate the subsidy program, and Georgia finally gained federal approval in August to set up a dedicated exchange after extended negotiations.

Republican Governor Brian Kemp expressed that launching a state-run insurance marketplace has been a primary focus of his since taking office in 2019.

“A state-based exchange will simplify the process for Georgians seeking coverage, while also enhancing their options and our ability to endorse quality, affordable health plans,” Kemp mentioned in a statement.

The Georgia Access platform aims to assist residents in locating health care plans that are both budget-friendly and cater to essential health needs, similar to the services offered by the federal ACA website. However, there are concerns that private insurers might prioritize their financial interests over providing quality coverage, raising fears that they could push for higher enrollment numbers than what was seen in the federal system due to potential profit motives from user fees.

So far, the state is accumulating substantial income from enrollment fees on its platform, a move that previously benefited the federal system.

In contrast to other state-operated exchanges, Georgia Access prominently features links directing users to private web brokers and insurance agents. According to state officials, this aligns with the preferences of many Georgians who have previously utilized private options and asserts that agents’ licenses can be revoked if they do not act in the best interests of consumers.

However, it emerged that two private brokers partnered with Georgia, Benefitalign and Inshura, faced temporary bans from the ACA website after federal investigations and a civil lawsuit revealed claims of fraud.

Nonetheless, some private web brokers, such as HealthSherpa.com, continue to receive positive feedback; approximately 550,000 ACA policyholders in Georgia used this service for their enrollment.

In addition, government-funded navigators will be available to assist Georgians in comprehending their health insurance choices, just like with the federal platform. These navigators may also recommend enrolling in Medicaid, which offers no-cost government health coverage to certain low-income individuals.

Officials have indicated their commitment to ensuring a seamless enrollment experience for consumers, striving to avoid a repeat of the tumultuous launch witnessed with the ACA over ten years ago.

Cheryl Gardner, the executive director of Georgia Access, noted that while some unforeseen issues may arise during a large-scale launch, the preparedness of their team is robust. “We believe that we have taken into account nearly every possible scenario, and we are ready to address any challenges that may come up,” she stated.