AI content for Medicare and ACA health insurance agents, with the CMS rules switched on.
Name your state Department of Insurance during setup and Verand assigns the cross-line insurance pack every insurance line inherits, with the YMYL floor, always onYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor underneath it. The Medicare and ACA pack is drafted and pending operator review; it is not assigned at onboarding yet. Every draft is checked before it can leave, and a licensed person at your agency presses publish. It cannot publish for you. Ever. Life agent? Start at /life-insurance-agents. Property and casualty? /insurance-agencies.
base-insurance + base-ymyl floor, alwaysRead-only after this. Editing the list can never switch a gate off.
Medicare Advantage vs Medigap at 65 · draftChecking
CMS and the CFR, not a lead-gen blog.
DOI
Four steps, and nothing implies Medicare sent you.
Name your regulator
Any insurance body assigns the cross-line pack. Declare "not regulated" and the truth-in-advertising floor still gates you.
Every draft hits the gate
Research, brief, draft in your voice, then the checks. A blocked draft stays in Verand with the sentence marked.
You publish
A draft in WordPress or a pull request on your repo. Nothing goes live without a licensed person at your agency.
Track where you rank
Daily positions in Google, and whether ChatGPT, Claude, Gemini, Perplexity and AI Overviews cite your agency when someone asks a Medicare question.
Your plan knowledge.
CMS's boundaries.
The governing body, the required disclaimer and the banned claims load from the cross-line insurance pack, the one every insurance line inherits. The demo shows it on a term-life draft: written around the rules, in the agency's voice and with its facts, then the gate reads the finished HTML and stops the one sentence the NAIC Unfair Trade Practices Act would not let it publish. A Medicare draft meets the same rules today.
46 checks on every draft. Compliance is a gate, not a score: Pass or Blocked, and a hard rule has no override. Name your state regulator at onboarding and this pack loads the same way. Pause the demo, scrub it, read the why.
Governing body
Base YMYL Foundation, Insurance (cross-line parent) v1.0.0. AI researched, operator reviewed. Enforced automatically, not editable here.
We write about 300 term life policies a year, most for parents under 45.
Roughly a third of the quotes we run are for clients replacing a policy they bought online.
Term life: what the policy actually guarantees
A term policy guarantees one thing: a stated death benefit for a stated period, provided the premiums are paid and the application was truthful.
At Bluewater about a third of the quotes we run are for people replacing a policy they bought online, and the first thing we check is what the old contract actually promised.
Compliance · gatePass · 4/4Blocked · 3/4
bi-bc-001-guarantee-beyond-contract · "…guaranteed payout…"
Content asserts a guarantee beyond what the policy contract provides (guaranteed return/payout/benefit/coverage/approval). Misrepresenting policy benefits violates the NAIC Unfair Trade Practices Act and the universal insurance not-misleading principle. State only the contractual guarantees actually provided by the policy.
"Every policy we place comes with a guaranteed payout, whatever the claim and whenever it is filed."
- Basis
- NAIC Unfair Trade Practices Act (Model #880); CCIR/CISRO FTC Guidance (Canada)
- Fix
- Describe only the contractual guarantees in the policy; remove guarantees the contract does not provide.
- Disclaimer
- The pack requires bi-disc-not-advice ("Disclaimer", before sources section). It is in the draft, so that row stays green.
In the U.S.
- NAIC, IRS, FINRA, FTC, WA OIC, NY DFS, CMS / HHS, HHS OCR
In Canada
- CCIR / CISRO, CLHIA, FSRA (Ontario)
Insurance (cross-line parent) v1.0.0 · AI researched, operator reviewed · your counsel confirms applicability; not legal advice.
Every plan: the truth-in-advertising floor and 46 checks. Regulator packs like us-reg-d: Growth and up. AI researched, operator reviewed.
Bluewater Insurance Group is the home page's example firm and its draft is a term-life article: the demo shows the cross-line insurance pack every insurance line inherits. The rules, ids and disclaimer are the shipped pack's; the firm, its facts and the draft are illustrative.
One answer at setup loads every rule below.
Say which state licenses the agency. Verand maps them to the cross-line insurance pack and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor rides underneath it whatever you pick. The Medicare and ACA pack is drafted and pending operator review; when it is assigned it will stack on top of these two, not replace them.
A blocked draft never reaches a beneficiary.
Each draft meets the validator first. Does anything promise more than the contract, is the disclaimer in, are the figures cited to a primary source, does anything sound like Medicare itself is talking. One screen, in words.
The plan year turns, and the numbers come back to you.
Health insurance content ages on a calendar: the Part B premium and deductible, the Part D cap, the enrollment windows. The year-rollover routine reads every live page, finds the dated figures, and proposes each change as a line edit you approve or reject. Nothing is rewritten wholesale.
Beneficiaries ask assistants before they call anyone.
Each morning Verand puts a beneficiary's questions to ChatGPT, Gemini, Google AI Overviews and Google AI Mode the questions your prospects ask a health insurance agent, and Perplexity and Claude once a week. Each answer is read and logged: whether you were cited, which page, in what position, and which agencies were named instead. The tallies are kept engine by engine.
Share of voice by engine
Bluewater Insurance Group and four tracked competitors · last 14 days
Eleven rules, three requirements, and one pack that is not live yet.
This is what a health insurance agency sees in Brand Hub today, rule for rule. The ids are the ones you will see on a blocked draft, and the list is read-only: editing it can never switch a gate off. The drafted Medicare and ACA rules are shown in their own row, labelled for what they are.
| Rule | Basis | Tier | Id |
|---|---|---|---|
| A guarantee beyond what the policy contract provides (payout, benefit, coverage, approval) | NAIC Unfair Trade Practices Act, Model #880 · CCIR/CISRO guidance (Canada) | Blocks | bi-bc-001 |
| Implied Medicare, CMS or government affiliation ("endorsed by Medicare", "government-approved") | NAIC Model #880 · 42 CFR §422.2262 | Blocks | bi-bc-005 |
| Unsubstantiated superiority or disparaging comparison ("cheapest insurance", "#1 coverage") | NAIC Model #880, unfair comparison | Blocks | bi-bc-007 |
| Guaranteed results | FTC Act §5 · 16 CFR 255 | Blocks | ymyl-guaranteed-results |
| Guaranteed financial return | FTC Act §5 | Blocks | ymyl-guaranteed-returns |
| "Risk-free" or "zero risk" | FTC Act §5 · overridable with a logged written reason | Blocks | ymyl-risk-free · ymyl-zero-risk |
| "You can't lose", get-rich-quick language | FTC Act §5 · FTC "Making Money" guidance | Blocks | ymyl-cant-lose · ymyl-get-rich-quick |
| A product that "suits everyone", with no suitability qualification | NAIC suitability, line-dependent (Model #275 for annuities) | Review | bi-bc-004 |
| Universal "everyone should" recommendations | FTC Act §5, misleading by omission | Review | ymyl-everyone-should |
| Your own banned claims | Anything your state Department of Insurance bans that the pack does not. Added in Brand Hub, gated like a pack rule. | Blocks | site-owned |
| Drafted, pending operator review, not yet assigned at onboarding. The Medicare and ACA rules: implied Medicare endorsement, benefit misrepresentation, HealthCare.gov impersonation, false "$0 premium", "new government program" framing. Nothing in this row gates a draft today. | Five hard, two review. 42 CFR §422.2262 · 45 CFR §155.220 · 16 CFR Part 461 · NAIC Model #40 · would add medicare.gov to the primary tier | Draft | us-insurance-health · ih-bc-001 · 003 · 009 · 012 · 013 |
| Insurance disclaimer · 3 citations, 1 primary · Article schema | Required on every article. Primary tier from the insurance pack: naic.org content.naic.org, your state Department of Insurance (.gov). From the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor: cms.gov hhs.gov ftc.gov | Required | v12 · v15 · v14 |
Your own site, not the FMO's microsite.
WordPress and static sites on GitHub today, with Search Console, Analytics and Business Profile behind every audit. Most agency website platforms are one of those two underneath. The rest is on the roadmap, and says so.
See every integration →Nine jobs, and none of them happen during AEP.
One compliant article is nine jobs deep. Eight of them shift to Verand; the agent keeps the ninth. Most agencies are not choosing between tools for these; they are choosing between doing none of it and a marketing shop that has never read 42 CFR Part 422.
Writing in the agency's voice, with the agency's facts
Picking the right target topics
Writing for search engines and the AI assistants
Checking every sentence against Model #880 and the FTC Act
Citing primary sources
Keeping premiums, deductibles and enrollment dates current each plan year
Knowing where the agency ranks, and whether assistants name it
Business Profile, citations, local schema
The one job that stays yours
Reading the draft and pressing publish. Everything above exists to make that five minutes instead of two hours. No schedule, routine or connector can press it for you.
- Writing and publishing
- Target topics from your site's data sometimes
- Search and AI-assistant optimization search only
- Your voice, your first-hand facts generic
- Checked against NAIC Model #880 + the FTC Act
- Primary-source citations required
- Plan-year rollover of live pages
- Rank and AI-visibility tracking
- Publishing only with your approval usually
- Writing and publishing
- Target topics from your site's data
- Search and AI-assistant optimization both
- Your voice, your first-hand facts
- Checked against NAIC Model #880 + the FTC Act every draft
- Primary-source citations required 3 per article
- Plan-year rollover of live pages
- Rank and AI-visibility tracking daily
- Publishing only with your approval always
The retainer figure is a typical quote for a content and SEO agency serving professional firms, not a survey result. Starter is $149 a month billed monthly.
Medicare marketing, page by page.
Medicare marketing rules for agents
42 CFR Parts 422 and 423 for Advantage and Part D, the state Medigap advertising rules, and 45 CFR §155.220 for the Marketplace, in plain language for an agency blog.
/health-insurance-agents/medicare-marketing-rules The questionCan Medicare agents use AI for marketing?
Yes, and the CMS rules apply to the output exactly as they would to your own. What that means in practice.
/health-insurance-agents/using-ai-to-write-content LocalLocal SEO for Medicare and health insurance agents
The Business Profile, the citations and the InsuranceAgency schema, generated and kept consistent.
/health-insurance-agents/local-seo35.2 million people, 55% of eligible Medicare beneficiaries, are enrolled in Medicare Advantage in 2026 (KFF, June 2026, from CMS enrollment data). 23.0 million Marketplace plan selections for 2026 (CMS, January 2026). More than 2 million individuals and 236,000 business entities are licensed to sell insurance in the US (NAIC, producer licensing). Validated against the NAIC's rules; AI-researched and operator-reviewed. Your counsel confirms applicability. Not legal advice.
The questions that come up before AEP.
Who reviewed the rules, what gates a Medicare article today, and whether your website platform connects.
Is the pack attorney-verified?
No. The two packs that gate you today, the cross-line insurance pack and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor, are AI-researched from the primary sources and operator-reviewed, and they're labelled that way everywhere they appear. The Medicare and ACA pack is a step behind that: drafted, pending operator review, not yet assigned. The hard gate fires identically whatever the label says. Your counsel confirms applicability to your agency and state.
What gates a Medicare or ACA article today?
The cross-line insurance pack and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor: nine hard rules, two review rules, the insurance disclaimer block and three citations with one from the primary tier. A "Medicare-endorsed" or "government-approved" claim is stopped today by the cross-line rule bi-bc-005, whose basis cites 42 CFR §422.2262. The Medicare and ACA pack (us-insurance-health) is drafted and pending operator review: it adds five hard rules, for implied Medicare or CMS endorsement, benefit or cost-sharing misrepresentation, HealthCare.gov impersonation, false "$0 premium" framing and "new government program" framing, plus two review rules for "free Medicare benefit" language and Medigap fear framing. It is not assigned at onboarding yet, and nothing on this page describes it as gating your drafts.
Does Verand insert the TPMO, Medigap or ACA disclaimers?
No. Those disclaimers depend on the line of business and the page, so they're deferred until line-of-business gating ships, and Verand doesn't insert or check for them today. What it inserts and checks on every article is the insurance pack's disclaimer block, bi-disc-not-advice, and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor's general disclaimer. If CMS requires the TPMO disclaimer on a page of yours, that's yours to add, and your counsel confirms where it's required.
How many agents does this actually apply to?
The NAIC counts more than 2 million individuals and more than 236,000 business entities licensed to sell insurance in the United States. On the buyer side, KFF puts Medicare Advantage at 35.2 million people in 2026, 55% of eligible beneficiaries, and CMS counted 23.0 million Marketplace plan selections for 2026. The cross-line pack is the national baseline; your state's additions are yours to add in Brand Hub as your own banned claims.
My FMO built my website. Does it connect?
Where the platform is WordPress underneath, and most agency sites are, Verand connects through the WordPress integration and the capability probe tells you what the site will accept before anything is written. Where it's a walled platform with no content API, it doesn't, and we say so.
Publish health insurance content your license can stand behind, and that AI likes.
Seven days, every feature unlocked, one click to cancel. The first article is drafted during setup.
Starter carries the compliance gate, every routine and the full crawl. Plans differ on volume, sites and engines.