By Anna Wilde Mathews

Average premiums in California's new online health-insurance marketplace for consumers will not be as high as predicted by actuaries, though they will vary widely, according to the agency setting up the exchange.

Initial information about the new exchange was released Thursday by Covered California, the exchange agency created by the state government. "For plan after plan, we're getting the best-case scenarios" on rates, with some "far lower" than had been projected in an actuarial report commissioned by the agency, said Peter V. Lee, executive director of Covered California. He said rates would go up for some consumers, and down for others.

Blue Shield of California said its average premium for preferred-provider-organization exchange plans in 2014 would be around 13% higher than its current average for PPO plans, with about 8 percentage points of the increase due to rising health-care costs and the remainder tied to the effects of the federal law, including mandates for relatively rich benefits and various taxes and fees.

Actuarial consulting firm Milliman had projected that premiums could go up 30% on average next year for people buying individual plans whose income is too high to qualify for subsidies, with that impact including both rising health spending and costs associated with the federal law. The firm had also said that for those receiving subsidies, there could be large decreases in what they would owe toward premiums.

California's individual marketplace will include an array of mostly local plans, with no presence for some of the biggest U.S. insurers. Though the 13 insurers in the exchange include those that have the biggest current presence in the state's individual market--WellPoint Inc.'s (WLP) Anthem Blue Cross, Blue Shield of California and Kaiser Permanente--they don't include the nation's biggest insurer, UnitedHealth Group Inc. (UNH), or Aetna Inc. (AET), Cigna Corp. (CI) or Humana Inc. (HUM).

Instead, the exchange will offer plans from a number of local operators, many of them nonprofits and some associated with health-care providers, as well as from carriers that have been focused largely on Medicaid plans, such as Molina Healthcare Inc. (MOH).

Major national health insurers had previously signaled that they plan to participate in only a limited number of the new marketplaces created by the health law. The health-care law mandates the creation of health exchanges, or online insurance marketplaces, in each state. The exchanges will sell insurance plans to consumers and small businesses starting this fall. These plans will take effect in 2014, when other major provisions of the law are also slated to kick in.

California's exchange is the biggest to be operated by a state, and it has the highest profile. The exchange agency has said an estimated 2.3 million state residents will enroll in health plans through the marketplace by 2017.

The plans in the California exchange will also highlight a strategy that is expected to be common in the marketplaces around the country: limited choices of hospitals and doctors, as insurers try to hold down the costs of the plans. Kaiser Permanente, the big nonprofit, has always relied on its own associated hospitals and physicians, and a number of the local plans are built around arrays of health-care providers concentrated in their regions.

Blue Shield of California said its exchange plans would include around 36% of the doctors in its full broad PPO network and roughly three-quarters of the hospitals. Anthem Blue Cross will also offer a network of health-care providers smaller than its full PPO array, with its exchange network including around half of all of its primary-care physicians, the company said.

"Price is of paramount importance" for exchange plans, said Paul Markovich, chief executive of Blue Shield, in an interview. "We wanted to make it as accessible as we could." Anthem said in a statement that it "is committed to working with Covered California to improve health-care quality, lower costs and reduce health disparities."

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