"That's where we've put our focus," he said. "We think that it's going to be appreciated, to have that one-on-one contact."
The U.S. Centers for Medicare and Medicaid Services also have handed out grants for states to hire "navigators," who will help people sign up for the marketplace.
Early said insurance brokers also can help people sign up, choose between plans and figure out what subsidies they are eligible for.
There are 11 Highmark plans available through the website. Early said the company has been working for years to design those insurance plans, which are based on plans already popular with its customers.
"We had a pretty good idea of what kind of products people would be interested in," he said.
Highmark currently is the only health insurance company providing plans through the marketplace. Carelink/Coventry Health Care pulled out of the exchange last month, weeks before it opened.
Early said some have criticized the move, saying Highmark's plans would not be competitively priced since it has no competition. But he said the company had to set its prices back in June, long before it knew it would be the only provider available.
"When we set our prices, we set them to be competitive. I think if people go out and look, they'll see that," he said.
It is difficult at this point to tell how many West Virginians have signed up for health insurance through the marketplace.
Jeremiah Samples, assistant to state Department of Health and Human Resources Secretary Karen Bowling, said statistics would not be released until late Friday.
Those numbers would reflect only people who signed up for insurance at local DHHR offices, or through the state's website www.wvinroads.org.
Samples said statistics from the federal website are expected next week.