A new model of health insurance has emerged that challenges long-established industry norms. The Individual Coverage Health Reimbursement Arrangement (ICHRA) allows employers to provide tax-free reimbursements to employees for health insurance premiums and medical expenses. With its reliance on employees choosing individual insurance policies, closer partnerships between emerging ICHRA platforms and health plans remain key. Through better joint understanding and education, the industry can elevate the user experience for employees and their families while streamlining operations. This paper is intended for health plan leaders and industry stakeholders. A starting point for further discussion, the concepts explored serve as an educational and directional resource for insurance carriers looking at capability investments to support this consumer-driven future.