2017 is likely to be fraught with uncertainty for health insurers as Congress evaluates massive changes to the Affordable Care Act (ACA). During this prolonged period of uncertainty, insurers will struggle to prepare for 2018 open enrollment. Rather than take a wait-and-see approach, insurers should continue to embrace the shift to B2C and close their insight gaps by investing in advanced analytics and insight platforms. Consumer insight and engagement is the surest way for CIOs to reduce cost while improving care and loyalty outcomes. Forrester reviews and revises this report periodically for continued relevance and accuracy.