Health plans are moving away from one-size-fits-all offerings toward more specialized products tailored to specific populations, employers, or risk profiles. Carriers are offering ICHRA-aligned plans for defined-contribution employers, Chronic Condition Special Needs Plans (C‑SNPs) for MA members with diabetes, heart disease, or COPD, and targeted networks for high-risk populations. This shift reflects growing demand for relevance, flexibility, and measurable value, making product strategy a key competitive differentiator for plans.