Madison-based benefits consulting firm, iPlanRx, has developed a model that allows employees to select their own individual health insurance. The model involves setting a reimbursement amount for employees, allowing them to choose from various plans and receive tax-free for their premiums. This model addresses a common issue where what works for one employee rarely works for everyone. The firm helps businesses shift from traditional group health plans to a model where employees can select plans that align with their individual needs. The transition requires regulatory compliance, marketplace navigation, and ongoing administration for companies without dedicated benefits departments. The ICHRA model works particularly well for certain business profiles, particularly with small to medium-sized businesses and manufacturing companies where healthcare costs are one of the largest expenses.