In Texas there are about a dozen different insurance companies participating in the marketplace, selling roughly 100 plans across the state. As the Texas Medical Association points out though, some areas of the state, especially rural areas, have fewer insurance options than others.
Fewer insurance options may mean higher prices in rural areas, according to an Oct. article in The New York Times:
While competition is intense in many populous regions, rural areas and small towns have far fewer carriers offering plans in the law’s online exchanges. Those places, many of them poor, are being asked to choose from some of the highest-priced plans in the 34 states where the federal government is running the health insurance marketplaces, a review by The New York Times has found.