Companies that help make the health-care industry more consumer friendly will likely also get a boost, experts said. And this starts with educating people about their options, Yang said.
"Consumer education and marketing of these exchanges is so underserved," Yang said. "The advertising and marketing world could do a lot to help private exchanges and the government market to advertise these exchanges."
Yang said his firm is advising all of its ad tech investments to look at exchanges as "newfound" sources of revenue and is encouraging them to seek out opportunity in the space.
There also will be a need for finance management products that make it easier for the consumer to understand costs, Yang said.
Maidenberg is invested in a software company called Simplee, which is a financial services company that works with clients to simplify billing processes. Simplee is a good play in Obamacare, though, because hospitals have a lot of billing problems, he said.
"The bill you receive is often very different from the bill from the physician. And providers tend to have a big receivables issue because of this, because hospital bills are extremely confusing," Maidenberg said. "They can't afford to have the billing issues they currently have."
So what Simplee does is work with the hospitals to change the way bills are presented to hospitals and the company has already seen some success. One California hospital that is a Simplee client saw its online bill pay go from 2 percent to more than 30 percent in just six months, Maidenberg said.
—By CNBC's Cadie Thompson. Follow her on Twitter @CadieThompson.