Even if some companies do decide to extend their existing insurance plans the overall impact on their business will still be minor. Individual policies are only a small piece of how consumers purchase and receive health coverage. Prior to 2014, an estimated 11 million consumers had an individual market plan as their sole form of coverage. At the end of February enrollment in qualified health plans through the exchange stood at just over 4 million.

WellPoint (NYSE: WLP) represented by the Blue Cross Blue Shield brand competes in a number of states including California. Only 12% of the company's nearly 15 million 2013 policyholders were in the individual market.

For Humana (NYSE: HUM) another active participant in the exchanges it was only 5%. With exchange enrollment likely to represent an even smaller percentage of the companies’ 2014 revenues it would be surprising if the impact was more than minor. These segments are dwarfed by the size of their small group and other businesses.

The additional essential benefits are also a potential revenue and profit opportunity. By increasing the mandated coverage the regulations will also increase paid premiums. Health insurance companies typically earn a % of total premiums, and as these premiums increase so will. The insurance companies have very little incentive to wait in canceling their existing plans.

For the carriers that may end up losing money in the first year, the transition programs should also help to mitigate any initial losses from bad demographics. The latest budget proposal projected $5.5 billion dollars would be used in 2015 to help cover insurance carrier losses during this period. While the number may seem large it should be put into the larger context of the entire health insurance industry. In 2013, Humana alone earned 38 billion dollars of premiums, WellPoint 66 billion and the larger United Healthcare (NYSE: UNH) over 100 billion. The individual segment is a very small piece of the industry's total revenue base.

The concerns about demographics and health status in the new risk pools are still very real. They will likely have some impact on the profitability of the initial exchange business. At the carrier and industry level, however, the financial downside will still be small. At worst, it will simply cause insurers to raise premiums in the later years to stabilize the new risk pools. Overall the exchange business is an incremental business opportunity and changes to deadlines and implementation are likely to have only a marginal impact on business.