Annual Enrollment Period (AEP)
Definition
October 15 - December 7 yearly window for Medicare beneficiaries to change plans. Highest-conversion period for Medicare leads.
Understanding Annual Enrollment Period
The Annual Enrollment Period (AEP) is the federally mandated window — October 15 through December 7 each year — during which Medicare beneficiaries can change their Medicare Advantage or Part D prescription drug plan. Beneficiaries can switch plans, return to Original Medicare, or enroll in Medicare Advantage for the first time. Any changes made during AEP take effect January 1 of the following year. Outside of AEP, most beneficiaries are locked into their current plan unless they qualify for a Special Enrollment Period.
AEP is distinct from the Medicare Open Enrollment Period (OEP), which runs January 1 through March 31 and allows only limited changes — specifically, switching from one Medicare Advantage plan to another or dropping Medicare Advantage to return to Original Medicare. AEP is the primary enrollment window and drives the majority of Medicare plan changes each year.
How It Works in Practice
AEP is the highest-volume period in Medicare sales. Over 65 million Americans are enrolled in Medicare, and roughly 30 percent evaluate their options during this eight-week window. Real-time Medicare leads spike to $30-50 each during peak AEP weeks. Carriers flood the market with advertising, and agents compete intensely for every prospect. Top-performing agents complete 8-15 enrollments per week during AEP by pre-loading their pipeline in September, reviewing plan changes, and completing AHIP certification early. The agents who win AEP are the ones who start outreach before October 15 — warming up their book of business and pre-scheduling reviews.
Why It Matters for Aged Leads
Aged Medicare leads are the single best arbitrage play during AEP. While competitors pay $35-50 for real-time leads during AEP, you can purchase aged Medicare leads — from the prior AEP or from off-season inquiries — at $1-3 each. These prospects actively researched Medicare coverage. Many were overwhelmed by the flood of calls during their original inquiry and never made a decision. Contacting them during the current AEP catches them at the exact moment they can take action. Agents who blend 200-500 aged Medicare leads per week alongside their existing book consistently generate 5-10 additional enrollments during AEP at a fraction of the cost. The math is clear: 500 aged leads at $2 each is $1,000 in spend. Even a 2 percent close rate produces 10 enrollments worth $3,000-5,000 in first-year commission.
Related Lead Types
Related Terms
Final Expense Insurance
A type of whole life insurance policy with a small face value ($5,000-$50,000) designed to cover funeral costs, medical bills, and other end-of-life expenses. One of the most popular verticals for aged leads.
Indexed Universal Life (IUL)
A permanent life insurance policy that builds cash value linked to a market index (like the S&P 500) with downside protection. IUL leads are high-value due to large policy sizes and commissions.
Term Life Insurance
Life insurance that provides coverage for a specific period (10, 20, or 30 years). Term policies are simpler and cheaper than permanent life insurance, making them easier to sell via aged leads.
Medicare Supplement (Medigap)
Private insurance policies that cover costs not paid by Original Medicare, such as copayments, coinsurance, and deductibles. Sold during specific enrollment periods.
Medicare Advantage
An alternative to Original Medicare offered by private insurers. Medicare Advantage plans bundle Parts A, B, and often D, frequently including additional benefits like dental and vision.
Open Enrollment Period (OEP)
For Medicare: January 1 - March 31, when Medicare Advantage enrollees can switch plans or return to Original Medicare. For ACA health insurance: typically November 1 - January 15.
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