"The move could be an early sign the Trump administration will take a backseat to the private sector in getting Americans to sign up for health insurance ... Direct enrollment, when consumers sign up for health insurance directly with the companies selling plans, presents an opportunity for insurers with great websites to capture a larger share of the individual market ... People signing up for insurance won't be directed to HealthCare.gov, where they can see a host of health plans ... reducing the risk they'll purchase a competitor's product."

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