Young adults make up the fastest growing portion of the uninsured population. Insurance companies refer to them as “Young Invincibles”, probably because people at this age think that they will last forever. Many colleges have begun to require students to purchase health insurance - either private insurance on their own or a university policy.

College students are already more likely to be insured than others their age. Most state laws let parents keep college students on their policies until age 23. Those that don't attend college, leave their parents' policies by age 19, under most state laws. Most young workers don't have health insurance where they work or think the price is too high. Some young workers just decide to go without. Young people do not perceive health insurance as a good deal, paying the cell phone bill is much more immediate.

Assurant Health Insurance Company aggressively sells short-term policies for young people. Wellpoint Insurance company markets health insurance plans targeting this market called Tonik Plans in California or Sound Plans in Texas and Illinois. Wellpoint’s tactics of blending hip marketing materials, quick online applications, and comprehensive coverage at competitive prices have worked well.