Regardless of the positive outlook of the Calisota region, the retirement dollars of seniors on a low and fixed income have been stretched by inflation and it is expected that many will be looking to shop around and switch during AEP. With only 17% of seniors strongly trusting their health insurer and 9% strongly trusting their agent, the industry faces a trust challenge that those who differentiate themselves could potentially turn into a great opportunity. In this competitive industry, every MA Organization and their sales channels are under increasing pressure not only to produce but to also generate leads and increase conversion rates.