Business Owner with Personal Insurance

I have a person who owns a small business. She is in real estate and the employees are part time but sometime full time. The are 5 families with separate policies who we want to sign up for individual plans. Here is the question? Is it ok for her to pay for the plans with her American express under the business name? Is it ok for them to sign up separately even though they all work for her. She just doesn't want to do a commercial group policy. Any thoughts on compliance etc? I don't see a problem with it but just wanted to get some opinions?
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