Private Enrollment Grows Steadily in Florida Counties

June 12, 2025

Competition and Market Share

As of December 31, 2024, approximately 14.2 million (M) people were enrolled in private enrollment plans in Florida. Private enrollment, also referred to as commercial, applies to those covered through individual, group, and federal employee health benefit plans. Out of nearly twenty carriers in the state offering private insurance, four companies provided coverage to at least 1M Floridians, representing a combined total of 12M people, or about 84.7% of the state’s private enrollment market. GuideWell held its top position in the market with 6M covered lives (42.4%). UnitedHealth maintained its second-place position with 18.7% of the market, covering an estimated 2.7M enrollees. CVS and Centene round out the top four insurers, providing coverage for 2.3M (16.2%) and 1M (7.3%) members, respectively.

With 67 counties, Florida has the third highest enrollment of private insurance in the country; however, most private enrollment is concentrated in the southern portions of the state. The graph below shows the private enrollment metrics for the top counties in Florida, as of December 31, 2024 (4Q24). With over 2.1M enrollees, Miami-Dade County has the largest private enrollment market in the state. Broward County, just north of Miami-Dade, contains 1.4M of the state’s private enrollment, or about 10%. Orange County and Hillsborough County, two of the more centrally located counties in the state, make up nearly 17% of the state’s enrollment, covering a combined 2.4M people. Palm Beach, with just under 1M enrolled, represents 7% of Florida’s privately enrolled.

• Overall, private enrollment across the state of Florida grew by nearly 1M year-over-year (YOY), or about 7.4%.
• Private enrollment in Miami-Dade County grew by over 204,000 (K) since 4Q23, a 10.7% YOY increase. With 37% of the county’s private insurance market, GuideWell saw an estimated increase of over 42K enrollees, a 5.8% jump in the county. UnitedHealth gained nearly 33K enrollees, a 10.3% YOY increase.
• Broward County experienced a modest 3.2% YOY increase, gaining over 43K private enrollees. CVS and Centene saw moderate gains in the county, with CVS expanding by an estimated 15.2K (7.1%) and Centene seeing a growth of an estimated 28.2K (34.6%).
• Orange County gained over 117K new enrollees (9.9%), Hillsborough County gained 81.3K (8%), and Palm Beach County grew by just 5K (0.5%).

Throughout the state, GuideWell saw slight YOY gains in private enrollment, seeing a 2.1% increase in enrollment, or about 124K new enrollees. Additionally, UnitedHealth and CVS saw YOY increases in enrollment, increasing their membership by 219K (9%) and 170K (8%) covered lives, respectively. Of the top four private insurers, Centene saw the largest increase statewide – nearly 263K people, a 33.7% increase in enrollment.

Mark Farrah Associates will continue to monitor enrollment across the state of Florida and the country, using County Health Coverage^TM and integrating highly relevant sources to provide reasonable estimates of health insurance market share at these levels.

About County Health Coverage^TM

County Health Coverage^TM provides reliable estimates of health insurance enrollment and market share at the state, county, and Metropolitan Statistical Area (MSA) levels. Product features include company market share by county, company, and state for the Individual, Private Group Risk, Private Administrative Services Only (ASO), Managed Medicaid, Medicare Advantage, and stand-alone Prescription Drug Plan (PDP) segments. Breakdowns by product type (HMO, PPO, etc.) are also presented, as well as population demographics and interactive, visual mapping tools. To learn more, visit the product page - County Health Coverage^TM.

About Mark Farrah Associates (MFA)

Mark Farrah Associates (MFA) is a leading data aggregator and publisher providing health plan market data and analysis tools for the healthcare industry. Our product portfolio includes Health Coverage Portal™, County Health Coverage™, Medicare Business Online™, Medicare Benefits Analyzer™, 5500 Employer Health ^PLUS, and Health Plans USA™. For more information about these products, refer to the informational videos and brochures available under the Our Products section of the website or call 724-338-4100.

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