---
title: "5-Star SEP in 2026: Why the Shrinking Pool Creates Concentrated Opportunity"
description: "CMS tightened star rating cut-points, dropping the eligible population from 28M to 6M. Here's where the remaining 5-star SEP pockets are — and how to work them."
url: https://unlockedcrm.ai/blog/five-star-sep-2026-shrinking-pool-concentrated-opportunity
canonical: https://unlockedcrm.ai/blog/five-star-sep-2026-shrinking-pool-concentrated-opportunity
category: "Medicare"
published: 2026-04-10
author: "unLocked CRM Team"
source: unLocked CRM — AI CRM for insurance agents
---

# 5-Star SEP in 2026: Why the Shrinking Pool Creates Concentrated Opportunity

The 5-Star SEP allows beneficiaries in counties served by a 5-star rated Medicare Advantage plan to switch plans once per year, at any time. It is one of the most powerful year-round enrollment tools available — but CMS tightened star rating cut-points for CY2026, and the eligible pool has contracted dramatically.

## The 2026 Five-Star Landscape

The numbers tell a stark story. The eligible population dropped from approximately 28 million to roughly 6 million between 2024 and 2025. Fewer plans are earning 5-star ratings, which means fewer counties have access to this SEP.

But here is what most agents miss: the shrinking pool actually creates a competitive advantage for those who focus on the remaining pockets. When the 5-star SEP was available in thousands of counties, every agent used it. Now that it is concentrated in specific markets, agents who identify and target those markets face significantly less competition.

## Where the 5-Star Opportunities Are

The top markets for 5-Star SEP campaigns in 2026 are heavily concentrated in Florida and Pennsylvania:

**Florida dominates** with 20 of the top 50 counties. Hillsborough County leads with a score of 92.8, followed by Pinellas (92.6), Seminole (92.4), and Orange County (92.3). The Central Florida corridor from Tampa through Orlando is a dense cluster of 5-star opportunity.

**Pennsylvania** follows with 19 of the top 50 counties, making it the second-largest 5-star market.

**North Carolina** rounds out the top three states with 5 counties in the top 50.

## Campaign Strategy for 5-Star Markets

The 5-Star SEP is unique because it is available year-round but can only be used once per year per beneficiary. This creates a different campaign rhythm than other SEPs:

**Timing advantage:** Since the SEP is available year-round, you can time your outreach for when beneficiaries are most likely to be dissatisfied with their current plan — typically after experiencing a claim denial, formulary change, or premium increase.

**Competitive positioning:** In 5-star markets, lead with the star rating itself. Many beneficiaries do not know they have access to this SEP. Educating them that they can switch outside of AEP because a 5-star plan is available in their county is often enough to start the conversation.

**Commission health matters:** The top 5-star markets also score well on commission health and benefit richness, meaning the economics work for agents, not just beneficiaries.

## How unLocked CRM Identifies 5-Star Counties

unLocked CRM cross-references CMS Star Ratings data with county-level eligibility to flag which prospects reside in active 5-star SEP counties. The system surfaces these opportunities in agent dashboards with one-click outreach triggers tied to the beneficiary's plan satisfaction signals.

## Related

- https://unlockedcrm.ai/blog/2026-medicare-special-enrollment-periods-complete-guide
- https://unlockedcrm.ai/blog/t65-initial-enrollment-period-21-million-aging-in

---

Source: [5-Star SEP in 2026: Why the Shrinking Pool Creates Concentrated Opportunity](https://unlockedcrm.ai/blog/five-star-sep-2026-shrinking-pool-concentrated-opportunity) — unLocked CRM, the AI CRM built for insurance agents. Citation permitted with attribution and a link to https://unlockedcrm.ai/blog/five-star-sep-2026-shrinking-pool-concentrated-opportunity.