The Affordable Care Act has led to higher health insurance premiums and deductibles for consumers who buy coverage outside the federal or state-run marketplaces, according to an analysis released Wednesday.

In California, an individual plan that cost an average of $196 a month before the health law went into effect now costs an average of $331 a month, according to eHealth, a Mountain View company that is the largest online broker of health insurance in the country. The firm's report offers one of the first and most comprehensive looks at the cost of individual policies purchased outside the so-called exchanges.

People who buy insurance outside the new marketplaces are generally those who make too much money to qualify for federal financial help for policies purchased in the exchanges. But the costs of the policies they buy have been increased to meet the expanded benefits and services they will receive as required by the new law.

The price bump angers Alyssa Ure, a self-employed graphic and Web designer from San Francisco.

Ure was paying $230 a month for a Kaiser policy with a deductible of $3,000 a year before the health marketplace went into effect. Now, she said, her new Kaiser policy costs $335 a month and her annual deductible is $5,000, and the policy is not as good.

"If I wanted something similar to what I had before, it would be $200 more," said Ure, 45, who added that her prescription costs have also shot up.

Nationwide, individual plans purchased outside the exchanges have gone from $171 a month for an individual policy in 2013 to an average of $309 a month this year.

EHealth analyzed health insurance data from 25 metropolitan areas and found that a 29-year-old in San Francisco would now pay an average of $348 a month for a non-exchange policy, one of the highest average premiums in the country.

"What consumers don't like is they're paying more and they have a higher deductible," said Carrie McLean, director of customer service for eHealth. "Usually, you could have a higher deductible, but then pay less in premiums."

The new federal health law requires most Americans to have health insurance by March 31. People can get coverage through their work, qualify for a government health program for the poor, buy it through the new federal and state marketplaces or purchase it on their own from an insurance company or broker, often because they have plans the exchanges don't offer.

More than 828,000 Californians have signed up for private health insurance through Covered California, the state's exchange. But people who make too much money to qualify for that help - up to 400 percent of the federal poverty level, or an annual income of nearly $47,000 for one person - don't have to buy coverage through the exchanges.

The Kaiser Family Foundation estimates about 40 percent of the individual market, or 12 million consumers, don't qualify for assistance.

Some of those people may have had policies before the health law took effect that fell short of the federal law's requirement, even if they were robust health plans. The insurance plans offered outside the new marketplaces, just like those sold in the exchanges, must meet the requirements of the federal law.

"A lot of the plans previous to these 2014 Obamacare plans were still really good," said Brian Mast, spokesman for eHealth.