How health insurance works in Wisconsin
Wisconsinites buying their own coverage have two markets: HealthCare.gov (healthcare.gov), where plans from Anthem Blue Cross and Blue Shield, Quartz, Medica, Network Health, and Oscar are guaranteed-issue and priced on income, and the private shared-network market, where PPO plans on Cigna, Aetna and PHCS PPO are underwritten and priced on age and health.
Medicaid is partially expanded (BadgerCare Plus covers adults up to 100% of the poverty level) in Wisconsin. Wisconsin has no state individual mandate.
What it costs
Full-price marketplace plans for a 40-year-old in Milwaukee commonly run $550–$850 a month in 2026; with a subsidy, often under $300. Private PPOs for the same healthy person run roughly $320–$480. Wisconsin has a progressive state income tax, so the self-employed health premium deduction helps at both the federal and state level.
The Wisconsin picture
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.