Across the nation, state-based health insurance exchanges are searching for ways to better serve their communities while making enrollment easier, more personal, and more accessible for everyone. In this spirit of innovation, Georgia Access has embraced Enhanced Direct Enrollment (EDE), a model that brings together the strengths of the public and private sectors to deliver health coverage solutions that work best for Georgians.

The first of its kind, EDE’s integration with Georgia Access allows consumers to apply for health care coverage, verify their eligibility, and enroll directly on private-sector websites like those from insurance carriers, brokers, or enrollment platforms. But this is more than just a technology upgrade: it’s a transformation driven by collaboration, expertise, and a shared commitment to service.

The EDE implementation was led by Hanumanth Praveen Ravindran, a seasoned expert in digital health solutions with over a decade of experience guiding complex projects in the public and private sectors. Our work with Georgia Access on EDE reflects our core belief that collaboration, flexibility, and innovation drive the best outcomes for everyone involved in health coverage. By partnering closely with state leaders, technology providers, brokers, agents, and carriers, we’ve helped create new pathways to enrollment and service – with the needs of consumers at the center.

The GetInsured Approach for Georgia Access

This collaborative spirit and our focus on putting people first shaped every aspect of our partnership with Georgia Access. Turning vision into reality required not just innovative technology, but also strong leadership, cross-disciplinary teamwork, and a deep understanding of the unique needs of everyone involved. Ravindran’s deep understanding of regulatory requirements and his proven track record in leading cross-functional teams helped unite policy experts, technology partners, and enrollment professionals.

“My background with large-scale data architecture and product implementation put me in a unique position to lead the team and deliver on Georgia Access’s vision,” adds Ravindran. “After more than 10 years of building easy-to-use solutions, navigating regulatory requirements, and working with teams across the board, I knew how important it was to bridge technology with the real needs of brokers, agents, and consumers. That experience helped us create a platform that meets complex compliance standards and empowers enrollment professionals to give their customers the help they need.”

To build confidence in the process, GetInsured and Georgia Access created an environment where brokers, agents, and partners would be equipped with comprehensive tools, training, and responsive support. The EDE dedicated support line, staffed by subject matter experts, ensured questions and issues were addressed quickly and accurately.

Behind the scenes, the technical teams worked closely with state officials and private partners. Even as EDE brings a more decentralized, flexible approach compared to Healthcare.gov, it still relies on federal data services for eligibility verification, which is integrated discreetly in the background. Maintaining compliance with evolving federal and state standards, including SERFF, CMS guidance, and annual updates to the Notice of Benefit and Payment Parameters (NBPP), keeps the Georgia Access platform compliant, secure, and reliable for everyone it serves.

The EDE Advantage

By connecting consumers with Georgia Access-certified brokers, agents, and carriers through a streamlined, collaborative platform, EDE is transforming how coverage is accessed and delivered. Ravindran says that implementing this first application of its kind meant innovating at every step: “Implementing EDE meant building new integrations, establishing rigorous compliance processes, and solving unique technical challenges as they arose. It was rewarding to see our collective expertise come together to launch a platform that sets a new precedent for enrollment systems.” This successful integration of has created meaningful benefits for every group involved in the process:

  • Consumers: Georgians using the EDE system can receive tailored guidance from carriers, agents, or brokers in Georgia and with the assurance that their eligibility is tied to federal subsidies and complies with the ACA. Even while customized choices enable consumers to choose where and how to enroll, the GetInsured platform ensures each consumer has a consistent experience.
  • Carriers, Brokers, and Agents: A dedicated login and dashboard allow carriers, brokers, and agents to easily view and manage all their enrollments in one place. This CRM-style functionality enables them to provide comprehensive support, act on behalf of consumers for eligibility or enrollment issues and deliver a more streamlined experience for everyone involved.
  • Georgia Access: Leveraging EDE allows Georgia Access to delegate enrollment to private-sector partners while maintaining regulatory oversight and plan management at the state level. Georgia Access can also attract additional carriers and brokers, which means potentially improving coverage options and increasing enrollment capacity – all without requiring the state to invest heavily in building and maintaining its own all-in-one enrollment system.

Looking Ahead: Supporting Success Through Partnership

By opening the door to private platforms and empowering enrollment professionals at every level, Georgia Access is not only expanding coverage options but also creating a marketplace that reflects the unique needs of its diverse communities. During the 2025 Open Enrollment Period, 70% of Georgia Access’ 1.5 million enrollees or their agents used an EDE partner – an impressive 15.5% increase over the previous year.

We recognize that every state and exchange has unique goals and challenges and that there is no one-size-fits-all solution. But our commitment to our clients remains the same: to support each one with the technology, expertise, and collaborative spirit needed to achieve the vision that works best for their own community. As the health insurance landscape continues to evolve, we look forward to building on these partnerships, learning together, and finding new ways to expand access and improve service.