Who would pay
Self-employed and small business owners willing to insure for protection but limited in affordability.
Current workarounds
Existing insurance plans are expensive and not preferred; high premiums with low subsidies cause financial strain.
MVP idea
Develop affordable health insurance products designed for self-employed individuals, including major medical coverage and HSA eligibility.
How to validate
Use market research and small-scale promotion to validate pricing and coverage acceptance; risks include insurance law restrictions and information security issues.