in order to take advantage of subsidies you must buy your insurance policy through your state's marketplace. you can buy directly from the insurer but then you'll miss out on any cost savings for which you're eligible.
i am retired and i am 63 years old. currently i self-pay highmark for coverage. . can i go directly to highmark and sign up so i can try to get a subsidy? or do i have to go to the marketplace site to sign up?