Health insurance options in Madison
Residents of Madison and Dane County buy coverage from two markets: HealthCare.gov, with guaranteed-issue plans from Anthem Blue Cross and Blue Shield, Quartz, Medica, Network Health, and Oscar priced on income, and the private shared-network market, with PPO plans on Cigna, Aetna and PHCS PPO priced on health. Most people in Madison have only been shown the first.
What it costs in Madison
A healthy 40-year-old in Madison pays roughly $550–$850 a month full price on the marketplace in 2026, or roughly $320–$480 on a private PPO. A family of four: roughly $1,500–$2,500 marketplace full price versus $800–$1,300 private. Prices depend on age, deductible and health; see live numbers on the quoting tool.
Keeping your Madison doctors
Marketplace plans in Wisconsin are increasingly HMOs tied to one hospital system. The Cigna, Aetna and PHCS PPO PPO networks include most major providers in Dane County and work in every state — we check your specific doctors before you enroll.
The Wisconsin factor
Wisconsin chose a partial Medicaid approach that stops at 100% of the poverty level, so there is a subsidy-eligible group just above that line — and a large self-employed farm, trade and small-business population above the subsidy range. Wisconsin has no state individual mandate.