Connecture Inc. is aiming a version of its Web-based health insurance sales and administration system at the new state-based health insurance exchange programs.

The Affordable Care Act, the federal legislative package that includes the Patient Protection and Affordable Care Act (PPACA), will require states to set up health insurance exchanges for individuals and small groups by 2014.

The government is supposed to use the exchange system to help eligible individuals and employers buy standardized, subsidized health coverage.

The exchanges are supposed to provide nonprofit “navigators” to help consumers use the system. State officials, federal officials, producers and groups that say they represent consumers are still debating what role health insurance agents and brokers will have in the system.

Connecture, Atlanta, says its new StateAdvantage program will offer state health exchanges a system “flexible enough to be customized for any state exchange configuration.”

Consumer support features will include automated plan finder tools and online chat capabilities, Connecture says.

-ab