This brief provides recommendations on how states can connect consumers with health coverage programs like Medicaid and health insurance exchanges. It also explores how ways to connect consumers with health coverage options will evolve as new technological tools are deployed to facilitate the enrollment process. Where states’ use of new technology tools is limited, the authors offer best practices in consumer assistance management from other industries and conclude that maximizing enrollment and providing high-quality consumer assistance in a seamless system will require collaboration, coordination and communication between all of the agencies and entities that administer the range of insurance affordability programs.