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Organizations that provide consumer assistance for individuals and small businesses wanting to purchase private insurance through the marketplaces for themselves or, in the case of employers, for their employees. Their primary responsibility is to facilitate enrollment of consumers in health insurance plans offered through the marketplaces. The Affordable Care Act (ACA) requires the use of trained navigators to provide in-person education, and eligibility and enrollment assistance; and permits the use of trained in-person assisters and application counselors. The operator of the marketplace determines the process for establishing and managing the navigator program. Operations will vary depending on the model selected by the jurisdiction. Choices include a federally operated (or federally-facilitated) marketplace, a federal/state partnership or a state operated marketplace.

Programs that help people in need of health insurance evaluate the full range of alternatives available to them and select the coverage that best meets their needs.

Programs that offer information and guidance for people who need assistance in determining whether they need long term care insurance, comparing and evaluating benefit plans and selecting a policy that will meet their needs or choosing an alternative to long term care insurance that is more beneficial given their situation.

Programs that offer information and guidance for people who do not qualify for Medicaid, do not have access to insurance provided by an employer or cannot afford privately purchased health insurance regarding their state and/or local government health insurance options (including insurance programs administered by the state or at the local level and public/private partnerships between state and/or local government entities and health insurance companies or other private organizations) with the objective of empowering them to make informed choices. Some programs may also help people who qualify with enrollment.