📲 How ACA Brokers Can Receive Real-Time Leads via CMS Help On Demand in 2025

By Mikh Yusupov, M.P.A.
Founder, AffordableCareAgents.com

In today’s competitive ACA health insurance marketplace, consumer engagement must be fast, compliant, and responsive. That’s where CMS’s Help On Demand steps in—a live referral system connecting qualified ACA brokers with consumers seeking immediate enrollment help through HealthCare.gov.

This 2025 broker guide breaks down:

• What Help On Demand is and how it works

• Which states and brokers are eligible

• Step-by-step registration with visuals

• Best practices to succeed

• Support offered by Affordable Care Agents

What Is Help On Demand?

Help On Demand is a CMS-endorsed live referral tool that links consumers using HealthCare.gov with state-licensed, FFM-certified brokers. When a consumer clicks “Get Contacted,” the system uses location, availability, language, and licensing to route that lead to you—in real time.

Unlike lead vendors, Help On Demand is completely free for brokers and consumers. It’s designed to reduce consumer frustration, streamline enrollment, and ensure access to qualified local experts.

Key Features:

• Live referrals via SMS/email alerts

• Access only available to brokers certified for the current year

• Geolocation- and language-based matching

• 15-minute lead acceptance window 

📍 Eligible States and Brokers

Help On Demand operates only in:

✔ Federally-Facilitated Marketplace (FFM) States

(e.g., Texas, Florida, Georgia, North Carolina, Ohio)

✔ State-Based Marketplaces on the Federal Platform (SBM-FP)

(e.g., Arkansas, Oregon, Virginia)

Not eligible: States running their own platforms (e.g., California [CoveredCA], New York [NYSOH]).

To participate, you must:

• Hold a valid health insurance license in at least one eligible state

• Be Marketplace-certified for the 2025 plan year

• Be listed on the CMS Agent and Broker Registration Completion List

📝 Step-by-Step Registration Process

🔹 1. Complete 2025 Marketplace Certification

Visit portal.cms.gov and complete:

• Identity proofing

• Required Individual Marketplace training via MLMS

• Signing CMS Agreements (Privacy, Security, and Code of Conduct)

🔹 2. Complete Help On Demand Training

After certification, log in to the MLMS and complete the Help On Demand course.

⚠️ Tip: You must complete CMS registration before you’ll see Help On Demand as an option in MLMS.

🔹 3. Accept the Email Invitation

Within 48–72 hours of completing training, you’ll receive a secure email invite from:

📧 [email protected]

This is time-sensitive. The registration link expires in 48 hours.

🔹 4. Build Your Profile

Follow the emailed link to create your Help On Demand profile:

• Cell number for text alerts

• Preferred contact hours and availability schedule

• Languages spoken

• States where you want to receive leads

🔹 5. Go Live!

Once activated, you’ll begin receiving leads during Open Enrollment (OEP) and throughout Special Enrollment Periods (SEPs).

📲 Lead Flow: What to Expect

1. Consumer Requests Help
   They click “Get Contacted” on HealthCare.gov.

2. Matching Logic Engaged
   Help On Demand finds a broker:

   • Licensed in consumer’s state

   • Available now

   • Fluent in preferred language

   • Closest ZIP match

3. Live Alert Sent to Broker
   You receive an SMS/email with the referral.

4. 15-Minute Window
   Accept within 15 minutes to retain the lead.

5. You Call Immediately
   Assist the consumer with plan selection or enrollment.

Maximize Your Success

Brokers using Help On Demand effectively do the following:

🔧 How We Help at Affordable Care Agents

At AffordableCareAgents.com, we guide brokers through every stage:

• 📘 FFM Training Assistance

• 🖊 Help On Demand Profile Setup

• 📑 Licensing and Contracting in All 50 States

• 🛠 Live Broker Tech & Marketing Support

• 📊 Enrollment Tools and Quote Engines

Need help with certification or onboarding? Email us at [email protected].

📅 Need Help? Register for a Live Training Session

Are you a licensed ACA agent who wants step-by-step guidance on setting up Help On Demand, completing CMS Certification, or building your broker profile?

👉 Join our free, live training session hosted by AffordableCareAgents.com!
We’ll walk you through everything — from FFM registration to live lead activation — and answer your questions in real time.

🖊️ Register now to reserve your spot: 🔗

Seats are limited, so don’t wait!

🎯 Final Thoughts

Help On Demand is one of the best free lead sources for ACA brokers. With the right preparation and support, it can generate high-quality consumer leads daily—especially during Open Enrollment.

Don’t let these opportunities pass you by.

➡ Complete your CMS Certification
➡ Register for Help On Demand
➡ Let Affordable Care Agents set you up for success