SHOP will give you a tax credit. The exchange will not, but for my nanny, the prices on the exchange were enough lower that it outweighed the tax credit. My nanny had never had health insurance, and was intimidated by the site. We sat down and looked at it together. Then, she picked and applied for a plan, and at the point payment was due, I put in my payment info. That way, it is absolutely clear to the IRS that this is not taxable income. She chose a plan under the $200 we offered to reimburse, but if she had chosen a more expensive plan, we would have deducted the additional from her check pre-tax.