At the HLTH25 conference in Las Vegas, Oscar Health announced a suite of products for the 2026 ACA open enrollment season that includes a newly designed plan for members navigating menopause and a digital rewards program intended to drive healthier behaviors and administrative efficiencies.

The menopause-focused product is being positioned as part of Oscar’s strategy to offer more tailored benefits within the ACA marketplace. Company executives declined to provide detailed benefit tables at the conference, but said the plan is meant to address a life stage that affects many insured adults and for which coverage and care pathways have historically been fragmented. Oscar is also launching Oscar Unlocks, a digital reward program that gives members perks for completing healthy activities or digital tasks, such as shifting to paperless billing.

Taken together, the company said these offerings reflect a broader effort to simplify the insurance experience and create more personalized plan features. "We're really big on this idea that choice is power and within the marketplace, it has dynamics that allow us to create really personalized plan features that you can't get in a commercial marketplace or in Medicaid or Medicare," Liang said.

Oscar said its 2026 plans will be available in 573 counties across 20 states, including new market entries in Alabama and Mississippi. The company’s expansion adds to a competitive ACA landscape as open enrollment begins Nov. 1 and consumers weigh plan features, provider networks, and cost-sharing. For people seeking menopause care, insurers’ decision to build plan elements specifically for that stage could change how benefits like counseling, specialist visits, hormonal and non-hormonal therapies, and menopausal symptom management are accessed and paid for.

Analysts and health policy experts have noted a growing trend among insurers to create targeted benefits for conditions or life stages as a way to differentiate offerings in regulated marketplaces. For consumers, such features can boost access to condition-specific care but also raise questions about benefit design consistency and equity across different insurance forms. Oscar’s emphasis on marketplace choice suggests the insurer views the ACA exchanges as a flexible venue to test and scale personalized features that it argues are harder to implement in employer-sponsored plans, Medicare or Medicaid.

Oscar Unlocks represents a parallel push into digital engagement. Reward programs that incentivize administrative actions and preventive behaviors aim to reduce friction, lower administrative costs and, in some cases, improve health outcomes. How meaningful the perks will be to members, and whether they will influence long-term engagement with care, will likely depend on program design, transparency and measurable outcomes.

As insurers adapt to demographic trends and consumer expectations, the industry faces an ethical imperative to ensure that targeted benefits are evidence-based, accessible to diverse populations, and do not widen disparities. With its new menopause product and digital incentives, Oscar is betting that personalization and simpler member experiences will resonate with exchange enrollees. The coming open enrollment will offer a clearer picture of consumer uptake and whether such targeted plans become a broader feature of ACA marketplaces.