The complexity of healthcare choices continues to overwhelm Americans. According to a new survey of 1,000 U.S. adults, nearly 9 in 10 report at least one significant concern when selecting coverage, ranging from determining the right level of care to managing mounting costs.

The new research from leading healthcare technology company Softheon, Inc., and subsidiary company W3LL, points to a growing appetite for more accessible and affordable options, particularly as alternatives to employer-sponsored health plans like Individual Coverage Health Reimbursement Arrangements (ICHRAs) gain traction as a way for Americans to access and choose their healthcare coverage. 

“Our survey confirms what many Americans already know: Healthcare plan selection needs to be simpler and easier,” said Eugene Sayan, founder and CEO of Softheon and W3LL. “With over 20 years of experience helping more than 30 million Americans navigate healthcare marketplaces, we’ve seen firsthand how critical it is to give individuals control over their coverage choices. As we continue working to make healthcare more affordable and accessible, we believe alternatives to employer-sponsored insurance like ICHRAs empower people to choose the coverage that best suits their needs and budget.”

ICHRAs are emerging as a solution to current healthcare coverage challenges, with adoption growing 29% among small employers and 84% among large employers from 2023 to 2024, according to Remodel Health. These employer-funded programs allow employees to choose their own individual health insurance plans, providing the flexibility and portability that traditional employer-based plans often lack.

Key Softheon Survey Findings:

Americans face significant challenges with healthcare coverage selection.

• Only 14% of respondents expressed confidence in their plan selection
• 36% fear losing their plan if they change jobs
• 30% specifically fear choosing the wrong plan — particularly Generation X (33%) and Baby Boomers (32%)

Provider networks also present significant concerns, with 43% worried about limited provider choices and 41% about coverage gaps.

Cost transparency and affordability are top priorities for U.S. consumers, underscoring the impact of financial considerations on healthcare choices.

• 67% of respondents cite high costs as their primary concern
• 63% believe employer financial support would improve their healthcare experience
• 50% prioritize low out-of-pocket costs
• 46% emphasize the importance of low monthly premiums

Cost clarity emerged as a top factor in building healthcare confidence, cited by 52% of respondents. ICHRAs address this priority by enabling employers to provide tax-advantaged support while allowing employees to choose more affordable plans.

While overall individual awareness of ICHRA arrangements remains low at 22%, the strong desire for transparency and affordability suggests significant growth potential as more employers and employees learn about this option.

For more information about Softheon, visit www.softheon.com.