Most licensed insurance agents with experience in Medicare treat July through September as a slow season, a quiet interval between the busy fall and winter enrollment cycles. Top producers, however, know better. They seize summer's calm as a strategic window to strengthen client relationships and grow their revenue. By proactively addressing clients’ unmet ancillary needs like dental, vision, hearing, and other supplemental coverages during this lull, savvy producers set themselves up for year-round success.

The gap in Medicare coverage

Medicare plans may leave significant gaps that can burden clients. Medicare provides excellent core coverage, but it doesn’t fully cover crucial areas like dental care, vision exams, hearing aids, or extended care services. As a result, the average Medicare beneficiary spends nearly $6,330 out of pocket annually on health expenses. That includes significant sums for dental and hearing needs alone, underscoring how many seniors must pay for critical care out of pocket.

Federico Guardia President  PSM Brokerage, an AmeriLife company

The problem isn’t just with traditional Medicare; it extends to Medicare Advantage (MA) too. Many MA plans advertise extra benefits, yet their coverage often falls short where it matters most. A 2026 analysis found that MA plans’ comprehensive dental coverage dropped from 91% of plans in 2024 to 86% in 2026, as insurers scaled back expensive benefits. And research has shown that MA plans typically cover only about a quarter of enrollees’ dental, vision, and hearing expenses, meaning even clients who think they’re covered could still face big bills. In fact, millions of Medicare beneficiaries report skipping needed dental, vision, or hearing care each year due to cost.

For licensed insurance agents, these gaps present an opportunity to deliver value. Your clients trust you with their health coverage. Imagine the goodwill (and referrals) you earn by addressing the holes in that coverage. Selling ancillaries is not about pushy sales tactics; it’s about ensuring clients aren’t blindsided by expenses Medicare doesn’t pay. In truth, ancillary products have evolved from “nice-to-have” add-ons into essential components of a holistic retirement health plan.

Ancillary solutions: Who needs what

To make the most of the summer, align specific ancillary solutions to the right clients:

• Dental / Vision / Hearing: Most seniors can use help here. Medicare doesn’t cover routine dental, vision, or hearing care, and caps and narrow networks often limit Medicare Advantage benefits in these areas. A client frustrated by a $2,000 dentist bill for a crown is sending you a smoke signal, showing them how a standalone dental plan can save their wallet. Clients with chronic eye conditions or pricey eyewear would likely leap at vision coverage that lowers their out-of-pocket costs. And for those struggling with hearing loss, hearing plans can defray the $1,500–$6,000 price of quality hearing aids.
• Hospital Indemnity: The perfect partner for a Medicare Advantage policy. This plan pays cash for hospital stays, mitigating the high daily co-pays common in many MA plans. It’s ideal for clients with tighter budgets or those on MA plans where a single admission could mean thousands in expenses. By offering a hospital indemnity solution now, you protect clients from financial shock before an unexpected health event occurs.
• Critical Illness: This lump sum coverage provides a financial cushion after a major diagnosis like cancer, heart attack, or a stroke. Consider it for clients with family histories of serious illnesses or those anxious whether their current coverage would truly hold up against a worst-case scenario. A modest critical illness policy can mean tens of thousands of dollars delivered when your client needs it most, helping cover everything from experimental treatments to everyday bills during recovery.

Each of these products solves a different problem your clients face. By recommending the right policies to the right people, you’re not selling to boost your bottom line; you’re fulfilling your responsibility as an insurance professional.

The business update

Let’s be candid: there’s a strong financial case for building an ancillary sales program in parallel with your Medicare business. The government fixes Medicare Advantage commissions; every licensed insurance agent earns the same flat amount per enrollment. Ancillary products, by contrast, offer uncapped commissions that vary by carrier and often pay more richly relative to premium.

Better still, ancillaries tend to renew. Clients use their dental and vision benefits, see the value, and seldom drop the coverage. Likewise, hospital indemnity and critical illness policies usually stay in force because clients clearly understand what they protect. This means long-term renewal income that keeps compounding annually, with no AEP rush needed to place those sales. Plus, the more policies you have in a household, the harder it is for a competitor ever to displace you. In short, you’re not just adding commission dollars; you’re fortifying your book of business against churn.

Why summer is the perfect time

The quieter summer months (Q3) are ideal for these ancillary conversations. During AEP (October–December), clients must sift through plan choices and marketing noise; their attention is divided and often overwhelmed. But in July and August, clients are more relaxed and accessible. With mid-year experience of what Medicare didn’t cover (like that pricey dental procedure or a spring hospital visit), they’re primed to consider solutions. And you, as their licensed insurance agent, finally have the capacity to engage deeply, reviewing their situation, segmenting your client list, and making thoughtful, individualized outreach.

I’ve found that summer ancillary meetings are among my most productive. Clients engage with gratitude rather than urgency, seeing you’re looking out for them beyond the big fall sign-up season. They get immediate benefits (for example, a new dental policy that covers their next cleaning or a hearing plan to buy the needed aid), which strengthens their loyalty well before open enrollment.

The bottom line? Don’t let summer go to waste. While others wait for October, use Q3 to protect your clients and boost your business. Top producers no longer treat summer as an off-season, and neither should you. Embrace the ancillary opportunity now and watch it pay dividends all year long.